Ripple is undergoing rebranding. What you need to know

Fintech startup Ripple has announced a rebranding, linking its identity to the Internet of Value. We explain what has changed

The XRP issuer plans to develop a new brand taking into account new regulatory trends in the United States. The changes will affect all products, website, and company's social networks.

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What will be the new Ripple brand

On the fourth of February, Ripple announced a rebranding, confirming its commitment to the development of the Internet of Value and innovation in global finance.

"We are moving to the next stage with a vision that continues to inspire us - the Internet of Values and transforming the ways of moving values around the world," the company said on the X social network.

As part of the update, Ripple simplified its product line, focusing on three directions:

• • Cross-border payments
• • Storage of digital assets
• • Stablecoins

The company's payment network, operating on the XRP Ledger, allows for international transactions using both fiat and cryptocurrencies. According to company representatives, the new brand identity better aligns with changing market needs and trends in the fintech sector.

XRP supporter WrathofKahneman noticed that during the rebranding process, all mentions of central bank digital currencies disappeared from the Ripple website.

Previously, the Company has participated in CBDC pilot projects in Palau, and in 2023 launched a special platform for CBDCs.

Ripple is rebranding with a new focus on the brand

On February 14, Ripple announced its rebranding through a post on X, emphasizing its commitment to Internet values and global financial innovations. The company stated that it is entering a new phase aimed at transforming the ways of moving values around the world.

"We are building the next phase with a vision that continues to inspire us - the Internet of Values and transforming the ways of value transfer worldwide," the company said.

The central aspect of rebranding is the introduction of updated product offerings. According to the website, the platform has simplified its services, focusing on cross-border payments, digital asset storage, and stablecoins.

These changes respond to growing market demands and evolving trends in financial technology. The payment network Ripple, built on the XRP Ledger, enables seamless international transactions. Users can transfer funds across borders using various fiat and cryptocurrencies.

How Ripple implements a new strategy

Ripple is already actively developing in three declared directions. The latest partnership agreements and developments are aimed at developing cross-border payments, storing digital assets, and creating and stablecoins.

This week the company partnered with the Portuguese currency exchange provider Unicâmbio. This partnership will enable instant money transfers between Portugal and Brazil through the Ripple blockchain platform.

After acquiring Standard Custody last year, the company strengthened its focus on digital asset custody by offering secure custodial services to banks and fintech companies. According to Ripple's estimates, the potential of this market reaches $20 trillion due to the growing interest of institutional investors.

The third important direction is stablecoins. Launched in December, Ripple USD (RLUSD) reached a market capitalization of $108.6 million. According to CCData, the trading volume of the stablecoin exceeded $3 trillion in the first month.

The rebranding of Ripple reflects changes in the company's strategy in line with new market trends. The XRP price increased by more than 10% after the announcement.

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