1inch Rebrands: From DEX Aggregator to DeFi Infrastructure Powerhouse

New look, new message, same punch: 1inch levels up at Token2049, signaling it’s no longer “just a swap tool” but a bridge between DeFi and TradFi.

⚡ Quick Hits

• 👥 Users: 25M+ across the globe
• 💸 Flow: ~$500M daily trading volume
• 🛠️ SaaS clients: Binance, Coinbase, Ledger, MetaMask, Trust Wallet
• 🔒 Security: ISO 27001 + SOC 2 certifications in progress
• 🎨 Rebrand: New visuals, messaging, and product strategy live at 1inch.com

🥋 From Bruce Lee’s Punch to Financial Plumbing

1inch keeps its legendary name — inspired by Bruce Lee’s one-inch punch — but its vision just scaled way bigger.

Originally: best-price DEX aggregator. Now: full-stack DeFi infrastructure that powers both retail traders and institutional giants.

Think:

• Cross-chain swaps
• Liquidity aggregation
• Self-custodial wallets
• Portfolio tracking
• Debit card integrations

And it all still “just works.”

🛠️ Why the Rebrand?

The new design + messaging is more than a facelift. It’s a statement of responsibility and maturity.

• Simplify DeFi → intuitive UX for mass adoption
• Institutional readiness → security + compliance at TradFi standards
• Unite fragmentation → one platform to connect chains, liquidity, and protocols
• Protect users → hack and scam safeguards baked in

Co-Founder Sergej Kunz:

“DeFi will soon be indistinguishable from TradFi — but without centralization. This rebrand signals maturity, not a mission change.”

🧩 Infrastructure for Everyone

1inch is no longer “just for degens.” Its SaaS rails already power Binance, Coinbase, MetaMask, Trust Wallet and more.

This means:

• Institutions can plug into compliant, non-custodial swap infra
• Retail gets cleaner UX and safer tools
• DeFi protocols integrate liquidity at scale

Co-Founder Anton Bukov:

“DeFi has proven its power to build a transparent, efficient financial system. Our rebrand reflects our responsibility to extend it to a wider audience.”

🎨 Design Philosophy

1inch’s new identity is built around three pillars:

• Simplicity: easy-to-use products, no noise
• Sophistication: tech that’s efficient + reliable under the hood
• Maturity: a founding DeFi project now speaking to TradFi and mass markets

🧠 Bigger Picture

This rebrand is about positioning 1inch as DeFi’s connective tissue:

• A trusted layer for TradFi to enter crypto
• A unifier of fragmented chains + protocols
• A platform where self-custody meets institutional security

By doubling down on security, UX, and compliance, 1inch is setting itself up as the DeFi infra brand — ready for mainstream finance to plug in.

TL;DR

• 🔄 1inch rebrands with new identity, messaging, and UX at Token2049
• 👥 25M+ users, $500M daily volume, powering Binance, Coinbase, Ledger, MetaMask, Trust Wallet
• 🔒 Pursuing ISO 27001 + SOC 2 → institutional-grade trust
• 🧠 Mission: unify DeFi and TradFi while keeping self-custody core
• 🎨 Message: DeFi should be simple, secure, and scalable for everyone