tl;dr
1inch unveils a bold new identity and domain, prioritizing user experience and institutional security while bridging DeFi and traditional finance. Partnerships with Binance, MetaMask, Ledger, and Coinbase highlight its growing influence and commitment to collaboration.
**1inch Rebrands with New Identity, Focused on User Experience and Institutional Security**
In a significant move to bolster its position in the decentralized finance (DeFi) ecosystem, 1inch has unveiled a fresh visual identity and launched a new domain, *1inch.com*, signaling a strategic shift toward enhancing user experience and strengthening security for institutional clients. The rebrand underscores the platform’s growing influence, with its infrastructure now powering major players like Binance, MetaMask, and Ledger.
**A Vision for DeFi’s Future**
Co-founder Sergej Kunz emphasized that the rebrand reflects 1inch’s maturity while reaffirming its mission. “Soon, DeFi will be indistinguishable from traditional finance,” he stated. “This doesn’t mean centralization—it means traditional financial systems and users coming on-chain.” The update aims to bridge the gap between decentralized and traditional finance, positioning 1inch as a critical enabler of this transition.
**Collaboration Over Fragmentation**
The platform’s new slogan, *“All for 1, 1 for all,”* highlights its commitment to fostering collaboration across the DeFi landscape. Kunz noted that fragmentation has long hindered user adoption and industry growth, and 1inch’s efforts aim to unify protocols and projects. A key partnership with Coinbase exemplifies this vision. The exchange has integrated 1inch’s Swap API into its app, allowing users to access decentralized exchanges (DEXs) and trade millions of digital assets seamlessly.
Coinbase’s head of trading, Scott Shapiro, called the collaboration a “significant step forward,” stating it would “bring millions of users on-chain.” This partnership not only expands 1inch’s reach but also strengthens its role as a liquidity provider in the broader crypto ecosystem.
**Product Overhauls for Broader Adoption**
To simplify the experience for both retail and institutional users, 1inch has upgraded its flagship tools: the decentralized exchange (DEX) aggregator, wallet, business portal, and portfolio tracker. These improvements prioritize usability without sacrificing the platform’s innovative edge.
The company is also doubling down on institutional adoption by adhering to globally recognized security standards. Its SaaS model has gained traction, with major crypto firms leveraging 1inch’s technology for deep liquidity and competitive swap rates.
**A Network for Interoperability**
1inch likened its infrastructure to the “connective tissue” of the DeFi ecosystem, enabling diverse chains, protocols, and tools to work together seamlessly. The rebrand also reinforces its advocacy for self-custody and the broader adoption of digital assets in everyday environments.
With 25 million users and daily trading volumes surpassing $500 million, 1inch is positioning itself as a cornerstone of the DeFi movement. Visitors to its old domain, *1inch.io*, are now directed to the new *1inch.com*, marking the start of what the team calls the next chapter in its six-year journey.
As DeFi continues to evolve, 1inch’s rebrand reflects its ambition to lead the charge in making decentralized finance a mainstream, secure, and user-friendly alternative to traditional systems.