KuCoin has launched “Trust, Built-in.”, a new global brand initiative that arrives together with KuCoin 5.0, a platform-wide upgrade to the exchange. The campaign includes a brand film featuring Adam Scott, the platform’s global brand ambassador, who returns after fronting the company’s earlier “Trust First. Trade Next.” push.
What KuCoin 5.0 changes for users
Rather than a single product update, the company describes KuCoin 5.0 as an evolution across six dimensions: compliance, technology, asset security, user experience, AI and wealth management. The upgrades are pitched around three ideas:
- Trust built into the foundation — stronger technology, asset security, compliance and operational resilience designed to support users over the long term.
- Trust built into the experience — a smoother, more consistent experience across devices, simple when users want it and with greater control when they need it.
- Trust built for what’s next — AI-powered tools, wealth management capabilities and broader opportunities across decentralized and traditional finance.
In practice, users will be able to bring more of their assets together, then trade, manage and earn through a more connected experience, choosing how they build 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 accompanying film continues the story Scott began with the exchange when “Trust First. Trade Next.” launched, positioning trust as something built through action over time rather than simply claimed. “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.”
For context, KuCoin was founded in 2017 and says it serves more than 45 million users across 200+ countries and regions, with access to over 1,000 digital assets. The company points to SOC 2 Type II and multiple ISO certifications, along with regulatory milestones including AUSTRAC registration in Australia and a MiCA license in Europe.
The “Trust, Built-in.” campaign will roll out across KuCoin’s global communications and market activities alongside the 5.0 upgrade, with further details on each of the six upgrade areas due in a separate product announcement.
