Under its enduring “Trust First. Trade Next.” proposition, KuCoin introduces a new brand initiative brought to life through KuCoin 5.0, a comprehensive upgrade designed to build trust into every layer of the platform.
PROVIDENCIALES, Turks and Caicos Islands, [Oct 08], 2026. Global cryptocurrency platform KuCoin, founded on trust, has launched “Trust, Built-in,” a worldwide brand campaign supporting its long-standing “Trust First. Trade Next.” proposition. The new campaign features an international brand film starring global brand ambassador and advocate Adam Scott, enabled via KuCoin 5.0.
When KuCoin first introduced “Trust First. Trade Next.,” Scott appeared alongside the company to help establish trust as the primary principle preceding every trade, product, and decision. His appearance in the new film extends that narrative. “Trust, Built-in” advances this concept by demonstrating how trust extends beyond a mere guiding principle to become embedded directly into the technology, safeguards, tools, and daily experiences of its users. At the core of the initiative lies a straightforward conviction: trust is never claimed; it is built.
KuCoin 5.0 serves as the tangible expression of “Trust, Built-in.” Rather than a simple product update, it represents a platform-wide evolution spanning six distinct dimensions: compliance, technology, asset safety, user experience, AI, and wealth management.
Together, these enhancements are engineered to weave trust into every level of the KuCoin ecosystem:
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Trust is built into the foundation: stronger technology, asset security, compliance, and operational resilience engineered to support users for the long haul.
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Trust is built into the experience: a smoother, more consistent interaction across devices—simple when users desire simplicity, yet offering deeper control when required.
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Trust is built for what’s next: AI-powered tools, wealth management features, and expanded opportunities spanning both decentralized and traditional finance, tailored to shifting user needs.
With KuCoin 5.0, users gain the ability to unify and manage a greater share of their assets, handle trading, management, and earning within a single system, and customize their portfolio management across preferred devices. This latest version underscores KuCoin’s vision to construct an ecosystem equipped for both contemporary usage patterns and future technological advancements.
“’Trust First. Trade Next.’ continues to remain the long-term brand proposition of KuCoin. ‘Trust, Built-in’ focuses that commitment on what users should be able to see and experience across the platform,” stated BC Wong, CEO of KuCoin. “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. By building trust into every layer of the platform, we are creating a stronger foundation for how people engage with digital finance today and in the future.”
The global brand film features Scott drawing upon the values he has applied throughout his professional career to illustrate why trust is earned strictly through actions. Scott carries the responsibility of conveying the core message of the project while advancing his ongoing storytelling partnership with KuCoin.
“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,” remarked Adam Scott. “What I respect about KuCoin is how it brings that same mindset to the foundation of its platform, building with care, maintaining high standards and creating an experience users can rely on over time. I’m proud to continue this journey with KuCoin.”
The “Trust, Built-in” initiative will roll out across KuCoin’s global marketing activities and communications alongside KuCoin 5.0. Further specifics regarding each of the six upgrade categories will be released by KuCoin in a separate product announcement.
About KuCoin
Founded in 2017, KuCoin is a leading global crypto platform built on trust and security, serving over 45 million users across more than 200 countries and regions. Known for its reliability and user-first approach, the platform builds trust into every layer of the user experience, combining advanced technology, deep liquidity, and strong security safeguards to deliver a seamless trading experience. KuCoin provides access to 1,000+ digital assets through a broad product suite and remains committed to building a secure, transparent, compliant, and user-centric ecosystem for the future of finance, backed by SOC 2 Type II, ISO/IEC 27001:2022, ISO/IEC 27701:2019, ISO 22301:2019 and ISO/IEC 42001:2023 certifications. In recent years, KuCoin has continued to strengthen its global compliance foundation, marked by key milestones including AUSTRAC registration in Australia, a MiCA license in Europe, and regulatory progress in other markets.
Learn more at www.kucoin.com.
