1inch Unveils Rebrand as 'Next Chapter of DeFi' Begins

1inch has unveiled a rebrand — and a brand-new website address — as part of its mission to simplify decentralized finance and fuel mass adoption.

The DeFi ecosystem says a simplified design, along with cleaner interfaces and streamlined products, will appeal to ordinary users embracing 21st-century finance — along with institutions.

Some of the industry's best-known brands now rely on 1inch's infrastructure to execute swaps, including Coinbase, Binance, Ledger, MetaMask and Trust Wallet. A new slogan — We move forward as 1" — reflects its key role in the space.

The 1inch team say they're laser-focused on reducing fragmentation by uniting chains, protocols and projects — and tearing down barriers to make DeFi more transparent, efficient, and globally accessible. Executives are also bullish on the industry's future prospects.

"Soon, DeFi will be indistinguishable from traditional finance, but this doesn't mean centralization, it means traditional financial systems and users coming on-chain," co-founder Sergej Kunz said.

1inch's new visual identity symbolizes simplicity, sophistication and maturity — conveying to users how its products "just work" unobtrusively, supported by powerful infrastructure under the hood.

An ambitious roadmap for the future has also been set out, with executives arguing that the DeFi of today demands more — and "everyone wins" when the industry works in unison. Broadening cross-chain solutions is now a number one priority, all while balancing self-custody with interoperability.

1inch is also vowing to raise the bar on security and trust by achieving two globally recognized standards for information security and data protection: ISO 27001 and SOC 2. The company says achieving this certification will ensure it meets the strict requirements of institutional players, cementing its status as a "trusted partner for large businesses and enterprises."

The ecosystem's original goal of connecting its 25 million users with the best crypto swap rates, by bringing together multiple liquidity sources in one place, also remains — complete with comprehensive protection against hacks and scams.

Heralding this new chapter in its journey, 1inch added: "With a mature identity, strengthened security standards, and a vision for broader partnerships, 1inch is ready to scale new heights. This evolution reflects both where we’ve come from and where we’re heading."

Coinbase has also integrated 1inch's Swap API into its app, resulting in "seamless, secure and swift" token swaps for millions of new users.

It comes hot on the heels of this refreshed visual identity, with the popular exchange becoming its most significant U.S. client in six years of operation. Coinbase had hit headlines over the summer by announcing its users would now be able to access "millions of on-chain assets" directly through its app — even those created moments earlier — in a significant expansion beyond the 300 coins offered in its centralized environment.

It's hoped 1inch's arrival will help demystify DeFi for the crypto curious, all while delivering greater levels of liquidity.

Kunz is confident that Coinbase won't be the last to benefit from 1inch's growing SaaS Business segment, adding: "Our non-custodial swap products are the ideal solution for centralized players across both crypto and TradFi as they move to bring assets on-chain in a seamless and secure way. It’s great to see Coinbase getting ahead of this shift, others will inevitably follow."

The DeFi ecosystem's visual identity was formally launched at the Token2049 conference in Singapore, which bills itself as "the world's largest crypto event." This coincided with the move from its old URL, 1inch.io, to 1inch.com.

Fellow co-founder Anton Bukov said the revamp better reflects the company's true scale and reputation for performance, trust and innovation. "1inch and DeFi more generally has proven its power to create a more transparent, efficient, and globally accessible financial system. Now it’s time to responsibly extend this foundation to a wider audience, bringing more assets and users on-chain to benefit," he explained.

In recent years, pockets of the DeFi sector have faced criticism for being overly complicated and clunky — with skeptics claiming that technical interfaces are often off-putting for those who want to find out how digital assets can offer a compelling alternative to fiat currencies.

1inch argues good design is about much more than aesthetics, and helps ensure that interacting with DeFi products is an enjoyable experience. The end result? Users can focus on building a brighter financial future.