KuCoin has rolled out “Trust, Built-in.”, a fresh global branding effort that lands at the same time as KuCoin 5.0, an across-the-board overhaul of the exchange. At the center of the campaign is a brand film starring Adam Scott, the platform’s global brand ambassador, who is back after fronting the company’s previous “Trust First. Trade Next.” drive.
What KuCoin 5.0 changes for users
Instead of a single product release, the company frames KuCoin 5.0 as an evolution spanning six dimensions: compliance, technology, asset security, user experience, AI and wealth management. The changes are pitched around three core ideas:
- Trust built into the foundation — reinforced technology, asset security, compliance and operational resilience meant to back users over the long term.
- Trust built into the experience — a more fluid, consistent feel across devices, simple when users want it and offering deeper control when they need it.
- Trust built for what’s next — AI-driven tools, wealth management features and expanded opportunities spanning decentralized and traditional finance.
In everyday use, this means users can consolidate more of their holdings in one place and then trade, manage and earn within a more connected experience, deciding for themselves how to assemble portfolios across devices. “KuCoin 5.0 is how we put that idea into practice. It is not a single product release, but a comprehensive upgrade across the systems, safeguards, tools and experiences that support our users,” said BC Wong, CEO of KuCoin.
The Adam Scott film and the trust story
The film accompanying the campaign picks up the story Scott began with the exchange when “Trust First. Trade Next.” debuted, framing trust as something earned through action over time rather than merely asserted. “Over the course of a long career, you learn that real confidence comes from strong foundations and a commitment to keep improving, even under pressure,” Scott said. “What I respect about KuCoin is how it brings that same mindset to the foundation of its platform.”
Some background: KuCoin dates back to 2017 and claims a user base exceeding 45 million people spread across 200+ countries and regions, with more than 1,000 digital assets available. The company highlights SOC 2 Type II and several ISO certifications, along with regulatory markers such as AUSTRAC registration in Australia and a MiCA license in Europe.
Running alongside the 5.0 upgrade, the “Trust, Built-in.” campaign will extend through KuCoin’s global communications and market activities, while deeper detail on each of the six upgrade areas is set to arrive in a separate product announcement.