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DeFi ecosystem 1inch has rolled out a fresh visual identity and a new 1inch.com domain, as it pursues a strategic direction focused on user experience and enhanced security for institutions.

Executives say the revamped image reflects the company’s extensive influence in decentralized finance, with its infrastructure now relied on by the likes of Binance, MetaMask and Ledger.

“Soon, DeFi will be indistinguishable from traditional finance,” co-founder Sergej Kunz said in a statement shared with Decrypt. He noted that “this doesn’t mean centralization, it means traditional financial systems and users coming on-chain,” adding that, “1inch’s rebrand signals maturity, but not a change in the mission.”

1inch says its new slogan (We move forward as 1″) spotlights the importance of collaboration between projects and protocols across the DeFi landscape—addressing the fragmentation that negatively impacts everyday users and prevents the sector from achieving its full potential.

As part of its collaborative efforts, 1inch has teamed up with crypto exchange Coinbase, which has integrated 1inch’s Swap API into its app. The high-profile collaboration comes as the exchange offers decentralized trades to users, giving them the opportunity to begin trading millions of digital assets.

Coinbase’s head of trading Scott Shapiro described the collaboration as a “significant step forward,” adding: “Together we’re enabling seamless access to DEXes within the Coinbase app, which will bring millions of our users on-chain.”

Improvements have also been made to 1inch’s flagship products, which include the 1inch decentralized exchange aggregator dapp, as well as its wallet, a dedicated business portal, and a portfolio tracker. The upgrades have been driven by a desire to simplify the experience for everyday investors and institutions without compromising on power and innovation, 1inch said.

The company is redoubling its effort to appeal to institutions by implementing two globally recognized standards for information security and data protection.

1inch says its SaaS-based model has experienced healthy demand of late, with well-known crypto companies using its technology to offer deep liquidity and swaps at competitive prices.

Heralding the rebrand as the next chapter in its six-year journey, 1inch likened its infrastructure to the “connective tissue” that enables chains, protocols and tools to be diverse yet interoperable at the same time. Other priorities include championing self-custody while enabling digital assets to be used in more environments.

According to 1inch, its ecosystem now boasts 25 million users and daily trading volumes exceeding $500 million. Visitors to its old website, 1inch.io, are now being directed to 1inch.com.