At the beginning of 2025, CoinEx announced a major upgrade to its brand with the launch of its new slogan: “Your Crypto Trading Expert.” CoinEx has always adhered to its user-first approach, focusing on providing users with a smooth and pleasant trading experience. The launch of its new slogan’s optimization and upgrade is based on its existing foundation to ensure users enjoy a seamless trading experience while receiving more professional support to help them make informed decisions in the ever-changing crypto market.
As a global exchange that has steadily operated for seven years, what was behind CoinEx’s new brand strategy? In an interview with Haipo Yang, CEO of CoinEx, he stated: “The crypto market has transitioned from its early stage of wild growth to a more regulated development phase. Users are now seeking deeper market analysis, trading support, and investment advice. CoinEx’s new slogan represents our commitment to users as a true crypto trading expert, providing a safer, more efficient, and professional trading experience.”
This brand transformation not only reflects CoinEx’s deep insight into future market trends but also showcases its willingness to innovate and transform. For a crypto trading platform, this shift means expanding from trading tools to comprehensive market insights, risk management, and investment strategies. This is part of CoinEx’s strategy to meet future competition by enhancing its brand professionalism and deepening its services. CoinEx has already launched several new products such as Swap, Automated Market Maker (AMM), Staking, Mining, and Pre-token Trading, all aiming to provide users with more comprehensive crypto trading solutions.
CoinEx supports over 1,300 cryptocurrencies and 1,800 trading pairs globally. Notably, in 2024 alone, it completed 25 major product upgrades. Through continuous innovation, CoinEx has not only met the diversified needs of its users but also gained trust from its 10+ million global users, solidifying itself as “Your Crypto Trading Expert.”
Additionally, CoinEx emphasizes its commitment to education and user empowerment. CoinEx Academy and CoinEx Insight are educational and informative platforms designed to help users better understand the market and make informed investment decisions. CoinEx aims to provide users with more trading knowledge, allowing them to trade with confidence.
As an industry leader, CoinEx understands its social responsibility. CoinEx Charity, leveraging blockchain technology, actively participates in global social and charitable projects, showcasing a deeper meaning of CoinEx as “Your Crypto Trading Expert”— not just through professional abilities, but also through contributions toward sustainable development initiatives in societies and through advancements in the industry for greater professionalism and regulation.
Interview with CoinEx CEO Haipo Yang:
- Why did CoinEx decide to upgrade its brand slogan now?
Haipo: I am more of a thinker than a speaker. Rather than making speeches, I prefer to quietly observe industry trends and evaluate the long-term development of the company. Last year, Bitcoin celebrated its fifteenth year, breaking the $100,000 mark. Global user numbers continued to grow, the bull market arrived, and major news, such as Trump’s election victory, also created significant attention for the crypto industry. In such a fast-developing market, people celebrated milestone events, but our team prefers to be low-key, stay calm, seize new opportunities, and be attentive to any potential challenges. As the crypto industry gradually becomes more regulated, exchanges need to have keen insights into potential eventualities. After all, how we precisely serve our users remains the foundation of our development.
We observe that, no matter how the market changes, users continue to seek more efficient tools and services to better understand the market, manage risks, and develop investment strategies. With the development of the crypto market, the competitiveness of exchanges can no longer depend on basic features. Instead, they rely on providing more accurate, diversified, and professional solutions that fully integrate product, content, and service value.
Unlike some platforms that chase short-term market trends, CoinEx always takes users’ needs as the core driving force, pushing continuous innovation and optimization in user experience and product functionality. We don’t rely solely on marketing tactics to attract users. Rather, we use our new slogan, “Your Crypto Trading Expert”, as a starting point to upgrade our brand image, reflecting our determination and ability to provide users with precise, efficient tools and services.
- What is the core value of “Your Crypto Trading Expert”? How does CoinEx embody the “expert” role?
Haipo: When we first proposed this slogan, there were concerns internally—“Isn’t this a bit arrogant?” After all, calling ourselves experts means we have to endure public scrutiny, and people love to find flaws and point fingers.
Before answering this, let me share my understanding of the slogan. I believe it is the spiritual banner of a company or a brand. It must be clear, resonate with values, and withstand scrutiny. In today’s overloaded era of information, every decision-maker faces the task of “separating the truth from the noise.” Our mission is to provide users with services that remove noise and offer insights into the essence. When users intend to trade or seek more information to make decisions, they need a professional to provide rigorous and reliable advice and services. This thought process is quite simple: after a good initial interaction and experience, we become one of the core choices for users, and in this final selection, the role of experts and professional services helps us stand out quickly.
The most important thing is that “expert” is not just a label, but a responsibility. It represents our commitment to users and our deep understanding of the market. For example, CoinEx has continuously launched new products, such as Swap, AMM, Staking, and Mining, to provide a more comprehensive and professional crypto trading service to every user. At the same time, we deeply explore user education through platforms like CoinEx Academy and CoinEx Insight, empowering global users to understand the market, analyze risks, and master the art of decision-making in crypto trading.
“Expert” is not just a reflection of professional service; it is an extension of our deep sense of responsibility. For example, we monitor the risks of tokens listed on our platform. If we detect risks with a particular project, we will alert users on the platform. If the risk assessment is too high, CoinEx will delist the token to ensure user safety. This is our responsibility as a platform.
CoinEx not only focuses on crypto market trading and investment but also actively participates in social welfare and charity. As a corporate citizen, we believe in contributing to global charity projects. Since its founding, CoinEx Charity has invested millions of dollars in various charitable activities, benefiting more than 100 countries and regions while helping hundreds of thousands of people.
The essence of the crypto market is not just about trading convenience and efficiency, but about reshaping a value system based on freedom, transparency, and decentralization. It fosters deep integration between finance, technology, and society, promoting the decentralization of power and resources, and building a more open, equal, and transparent global financial network. CoinEx’s mission is to make the world a better place through blockchain, and this is our core responsibility as “Your Crypto Trading Expert”—not only to advance technology but to take on the responsibility of driving social progress and optimizing our platform to provide users with more professional, efficient support and promote the healthy and sustainable development of the crypto industry.
- What are your experiences and insights after operating CoinEx for seven years?
Haipo: The crypto industry is currently experiencing a significant transformation. Over the years, we’ve witnessed numerous market fluctuations with digital currencies gradually evolving from an idealistic experiment to an important part of the global financial system. Every fluctuation in the market reminds us that technology is a cold tool, but the human pursuit of freedom, independence, and control is a timeless theme. The key issue is how to find order and meaning in the infinite information and complex decisions we face.
For me, these seven years at CoinEx have been more about thinking deeply on how to maintain direction in this rapidly changing industry, always catering to user needs as a guide. Continuously improving our products and services based on these needs, and ensuring that every innovation and optimization truly serves the user rather than following short-term trends or surface changes, is fundamental to a company’s survival and growth.
Aside from closely following user needs, the strength of the team is another key factor in determining whether a company can succeed in the long run. Many people say the hardest part of starting a company is not the product, but the people. When the company was just starting, we didn’t have many employees, but each member was driven by a common goal, continuously breaking through and growing quickly.
As the business grew, the team also expanded, and we attracted professionals from all over the world to build CoinEx with passion and expertise. We are not just colleagues but warriors with a shared vision. We’ve worked tirelessly to build CoinEx into a global exchange that supports over 1,300 cryptocurrencies, 1,800 trading markets, and serves users across more than 200 countries. During this journey, we faced countless challenges but also gained resilience and a never-give-up spirit.
The market rules are constantly adjusting, and user needs are deepening. In a highly competitive market, only a professional, efficient, and cohesive team can truly achieve “user-centric” service.
- How Do You View the Future of the Crypto Industry?
Haipo: In the future of the crypto industry, trends will not only revolve around technological innovation but also involve a comprehensive transformation of society, finance, and individual lives. On a higher level, the decentralization concept of blockchain will expand further, driving broader societal applications. With the promotion of intelligence and automation, blockchain and crypto assets will no longer be limited to crypto trading and speculation but will gradually integrate into various industries, redefining the operational mechanisms of finance, logistics, supply chains, and more. The future crypto market will become more intelligent, possibly no longer solely driven by human-led trading. It will help users make more precise decisions through AI, machine learning, and big data analysis, and even assist algorithms in executing trading and investment decisions.
CoinEx realized early on that the platform’s development and industry competition are no longer confined to trading volume and user numbers but are based on technology innovation, service depth, and continuous optimization to build long-term comprehensive competitiveness. For example, CoinEx’s ecosystem covers multiple areas, including trading, technology, and financial services, aiming to create a complete crypto ecosystem by empowering one another. The upcoming launch of CoinEx Vault will mark the beginning of a new era in asset security management.
With the continuous application of AI and big data, CoinEx began building a smarter trading platform early on. The AI analysis tools we launched have helped users more accurately predict market trends, optimize investment portfolios, and provide risk management advice. We are expanding AI’s intelligent services into market analysis, candlestick chart monitoring, social media trends, and news analysis, allowing users to access more efficient and precise market data support in real-time. In addition, we will apply AI to automated trading decision-making and risk alert systems, enhancing the platform’s security and smoothness. These advancements make CoinEx not just a simple trading platform but a comprehensive ecosystem that provides professional, intelligent support for global crypto market users.
Although some large exchanges currently dominate the market share, this does not mean they will always maintain their lead. As market competition intensifies, only those trading platforms that can truly understand user needs, continuously innovate, and create unique value for users will stand out in this ever-changing competition.
Editor’s Conclusion:
Navigating the ever-changing crypto market, CoinEx stands as a steady and wise pioneer. Unlike others who chase trends, CoinEx moves with deliberate care, continuously reshaping market rules through technological innovation and maintaining its position at the industry’s forefront. With the launch of its new slogan, “Your Crypto Trading Expert,” CoinEx has not only upgraded its brand image but also cemented its place in the market and in users’ minds. More than just a trading platform, CoinEx is a trusted partner for global crypto traders, committed to providing professional and innovative services.
As a journalist, I am deeply impressed by CoinEx founder Haipo Yang’s dedication and foresight. He isn’t satisfied with merely capturing market share and trading volume; he focuses on enhancing the platform’s core competitiveness through user insights, product diversification, and professional services. CoinEx offers users a more intelligent and personalized investment experience, transforming crypto trading from a mere transactional process into an opportunity for thoughtful and informed decision-making.
This unwavering focus and commitment are likely the keys to CoinEx’s success over the past seven years. Its new slogan symbolizes CoinEx’s resolve to tackle complex and dynamic market challenges head-on. It is clear that CoinEx’s ultimate aim has never been to secure short-term wins but to become a long-term, reliable partner for its users.
About CoinEx
Established in 2017, CoinEx is a global cryptocurrency exchange designed with users in mind. Since its launch by the industry-leading mining pool ViaBTC, the platform has been one of the earliest crypto exchanges to release proof-of-reserves to protect 100% of user assets. CoinEx provides over 1300 cryptocurrencies, supported by professional-grade features and services, for its 10+ million users across 200+ countries and regions. CoinEx is also home to its native token, CET, which incentivizes user activities while empowering its ecosystem.
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