1inch Rebrands as DeFi Bridges Gap with Traditional Finance

The 1inch decentralized finance ecosystem has unveiled a comprehensive rebranding initiative, transitioning to the new 1inch.com domain while refreshing its visual identity. This strategic move reflects the company’s commitment to enhanced user experience and security, particularly for institutional participants entering the DeFi space. According to company executives, the revamped image underscores 1inch’s extensive influence within decentralized finance, with its infrastructure now powering major platforms including Binance, MetaMask, and Ledger.

Co-founder Sergej Kunz articulated the company’s vision in a statement, declaring that ‘soon, DeFi will be indistinguishable from traditional finance.’ He clarified that this evolution doesn’t signify centralization but rather represents ‘traditional financial systems and users coming on-chain.’ Kunz emphasized that the rebrand signals maturity rather than a change in mission, positioning 1inch as a bridge between traditional finance and decentralized protocols. The company’s new slogan, ‘We move forward as 1,’ highlights the importance of collaboration across the fragmented DeFi landscape.

In a significant development for mainstream DeFi adoption, 1inch has partnered with cryptocurrency exchange Coinbase to integrate its Swap API directly into the exchange’s application. This high-profile collaboration enables Coinbase users to access decentralized trading capabilities, providing exposure to millions of digital assets through the familiar Coinbase interface. The integration represents a strategic move by both companies to bridge the gap between centralized and decentralized finance ecosystems.

Scott Shapiro, Coinbase’s head of trading, described the partnership as a ‘significant step forward,’ noting that ‘together we’re enabling seamless access to DEXes within the Coinbase app, which will bring millions of our users on-chain.’ This collaboration comes as 1inch reports serving 25 million users with daily trading volumes exceeding $500 million, demonstrating the substantial scale and liquidity already present in the DeFi ecosystem. The partnership positions both companies to capitalize on growing institutional and retail interest in decentralized trading.

1inch is intensifying its efforts to attract institutional participants by implementing two globally recognized standards for information security and data protection. The company’s Software-as-a-Service (SaaS) model has experienced robust demand, with established crypto companies leveraging 1inch technology to offer deep liquidity and competitive pricing for swaps. This institutional-focused approach complements the platform’s existing commitment to self-custody and user control over digital assets.

The company has simultaneously enhanced its flagship products, including the 1inch decentralized exchange aggregator dapp, wallet, business portal, and portfolio tracker. These improvements aim to simplify the user experience for both everyday investors and institutional clients without compromising on functionality or innovation. 1inch describes its infrastructure as the ‘connective tissue’ enabling diverse chains, protocols, and tools to maintain interoperability while preserving their unique characteristics.

As part of the rebranding transition, visitors to the previous 1inch.io domain are now automatically redirected to 1inch.com, ensuring continuity for the platform’s extensive user base. The company’s six-year journey has positioned it as a critical infrastructure provider in the DeFi space, with the recent developments signaling both the maturation of decentralized finance and its increasing convergence with traditional financial systems.