1inch Rebrands: Blurring the Lines Between DeFi and TradFi

1inch, a leading decentralized finance (DeFi) ecosystem, has rebranded to reflect its expanded role as a core infrastructure provider bridging DeFi and traditional financial systems. Unveiled at Token2049 in Singapore, the rebrand includes a new visual identity, a simplified design philosophy, and a refreshed website at 1inch.com. The changes underscore the platform's maturity and its mission to unify a fragmented DeFi landscape while fostering integration with institutional and traditional finance stakeholderstitle1^[1].

The rebrand follows the expansion of 1inch's Software-as-a-Service (SaaS) model, which has been adopted by major industry players such as Binance, Coinbase, Ledger, MetaMask, and Trust Wallet. By providing non-custodial infrastructure for decentralized exchanges (DEX) aggregation, cross-chain swaps, and intent-based trading, 1inch now serves over 25 million users and processes more than $500 million in daily tradestitle2^[2]. The platform's updated branding emphasizes simplicity, sophistication, and scalability, aligning with its vision of making DeFi accessible to both retail and institutional users.

Co-founders Sergej Kunz and Anton Bukov highlighted the rebrand as a step toward a future where DeFi becomes indistinguishable from traditional finance. "DeFi's success lies in its ability to create a transparent, efficient, and globally accessible financial system," Bukov stated. Kunz added that the rebrand signals the project's commitment to self-custodial solutions and interoperability, ensuring that traditional financial systems and users transition "on-chain" without compromising decentralizationtitle4^[3]. The new identity also reflects the company's focus on balancing user freedom with seamless connectivity, enabling smoother asset management and cross-chain interactions.

A critical component of the rebrand is 1inch's pursuit of ISO 27001 and SOC 2 certifications, globally recognized standards for information security and data protection. These certifications aim to meet the stringent requirements of institutional partners, reinforcing the platform's credibility in risk management and data security. As part of this initiative, 1inch is aligning its protocols with industry-leading practices to enhance trust and scalability for enterprise-level collaborationstitle7^[4].

The rebranding also emphasizes user experience enhancements, including streamlined interfaces, optimized execution rates, and robust security measures such as scam protection and risk management tools. These improvements are designed to address the complexities of a rapidly growing DeFi ecosystem, where interoperability and ease of use are critical for mass adoption. By acting as a "connective tissue" across disparate chains and protocols, 1inch aims to simplify the user journey while maintaining the core principles of decentralizationtitle8^[5].

1inch's evolution reflects broader trends in the DeFi sector, where infrastructure providers are increasingly positioned as intermediaries between decentralized networks and traditional finance. With its SaaS model powering major crypto platforms and its new certifications bolstering institutional confidence, 1inch is positioning itself as a pivotal player in the next phase of DeFi's development. The company's roadmap includes expanding cross-chain solutions, deepening integration with global financial systems, and fostering a more cohesive DeFi environmenttitle3^[6].