Over the past decade, the cryptocurrency industry has gone through multiple cycles of growth, correction, innovation, and transformation.
From the rise of DeFi and NFTs to the emergence of AI, RWA, and institutional adoption, the industry has continuously evolved. Along the way, countless projects and platforms have appeared—and disappeared.
Yet amid this rapid change, a fundamental question has become increasingly important:
How does a crypto company earn long-term trust?
For many users today, choosing a platform is no longer solely about products, trading opportunities, or market trends. It is about selecting a platform that can maintain transparency, prioritize security, navigate market cycles, and continue creating value over time.
Founded in 2017, CoinEx is one of the companies that has steadily built its presence through multiple market cycles. Today, the platform serves users in more than 200 countries and regions, supports over 1,000 cryptocurrencies, and has grown into a broader ecosystem that extends beyond trading.
Looking at CoinEx's development over the past eight years, one theme consistently stands out:
Long-term commitment.
When the Industry Shifts from Growth Competition to Trust Competition
In the early stages of the crypto industry, users were primarily focused on opportunity.
Which platform listed assets first? Which offered more trading options? Which provided higher returns?
As the industry matured, however, expectations evolved. Security, transparency, operational stability, and long-term credibility became increasingly important factors in decision-making.
Market narratives may change, but trust remains constant.
Over the years, CoinEx has continued to strengthen its focus on transparency and user asset protection.
As one of the earlier exchanges in the industry to publicly release Proof of Reserves and implement a 100% reserve policy, CoinEx has consistently emphasized transparency as a core responsibility rather than a marketing initiative.
The platform continues to update reserve data regularly, allowing users to independently verify asset backing and reinforcing confidence in its long-term commitment to security.
At the same time, CoinEx has continuously invested in security infrastructure, risk management systems, and product development to enhance platform reliability.
For industry observers, the most meaningful measure of a company is not a single campaign or product launch—it is whether the company can consistently deliver on its commitments through different market conditions.
In that regard, eight years of continuous operation have become an important proof point in CoinEx's long-term journey.
The Long-Term DNA Behind CoinEx
Any discussion about CoinEx inevitably leads to ViaBTC.
Founded in 2016, ViaBTC is one of the world's leading cryptocurrency mining pools and among the relatively few blockchain infrastructure companies that have successfully operated through multiple market cycles.
CoinEx was established in 2017 as an important part of the broader ViaBTC ecosystem.
Over the past decade, ViaBTC has focused on providing reliable blockchain infrastructure and mining services to users around the world. CoinEx, meanwhile, has concentrated on delivering digital asset trading services and building a global user community.
Although their business focuses differ, both organizations share the same core philosophy:
Long-term thinking, technology-driven growth, and user-first values.
In 2026, ViaBTC celebrated its tenth anniversary with the launch of its "Proof of Decade" campaign, reflecting on ten years of continuous development, innovation, and service.
For the industry, this milestone represents more than the success of a mining pool. It reflects the sustained operation of an ecosystem that spans mining infrastructure, digital asset trading, public blockchain technology, wallets, and charitable initiatives.
In many ways, ViaBTC's ten-year journey and CoinEx's eight-year growth story offer a unique example of long-term value creation in an industry often characterized by short-term cycles.
A decade of mining infrastructure and eight years of exchange operations may not generate headlines every day—but they demonstrate something arguably more valuable: resilience.
Beyond Products: Building Communities
As competition within the crypto industry intensifies, many platforms have come to realize that products alone are rarely enough to create lasting differentiation.
Sustainable brands are built through relationships.
Over the years, CoinEx has continued investing in community development, user engagement, and offline interaction.
The company has participated in major global industry events such as TOKEN2049 Dubai, TOKEN2049 Singapore, Consensus, Blockchain Life, and Mining Disrupt, while also supporting regional community gatherings, partner events, and user meetups across various markets.
While these initiatives may not always produce immediate business results, they contribute to something equally important: long-term user trust.
For a global platform, brand perception is not formed through a single advertisement or campaign. It develops gradually through repeated interactions, consistent experiences, and ongoing engagement.
This is why CoinEx views community building not as a marketing tactic, but as a long-term investment.
Connecting with Users Through the World Cup
The FIFA World Cup remains one of the few events capable of bringing together people across cultures, languages, and borders.
During the 2026 World Cup, CoinEx launched its "ALL IN GLORY" campaign, using the global sporting event as an opportunity to connect with users beyond cryptocurrency.
The campaign included trading competitions, community engagement initiatives, creator collaborations, and a limited-edition World Cup jersey collection distributed to key users, partners, community contributors, and valued supporters worldwide.
More than a promotional activity, the campaign reflected values deeply aligned with CoinEx's broader philosophy.
The World Cup celebrates perseverance, teamwork, ambition, and the pursuit of excellence—qualities that also define the journey of building a company and navigating market cycles.
Rather than focusing solely on product promotion, CoinEx sought to create meaningful connections through shared experiences and common values.
Because ultimately, lasting brands are built not only through utility, but through emotional connection.
From Visibility to Brand Equity
For many years, crypto marketing largely revolved around exposure.
The assumption was simple: more visibility would lead to more growth.
Today, however, the industry's understanding of branding is evolving.
Visibility alone is no longer enough. What increasingly matters is the accumulation of long-term brand assets.
In recent years, CoinEx has expanded its focus beyond traditional communications to include media relationship development, industry research initiatives, third-party recognition, SEO and AI Search visibility, and strategic brand-building efforts in key markets.
One notable example is the growing recognition of CoinEx Research. Insights from the team have increasingly been cited by leading international media outlets, including Reuters, Bloomberg, Cointelegraph, The Block, and Decrypt.
For brands, there is an important distinction:
Being reported on creates visibility. Being cited creates credibility.
This shift reflects CoinEx's broader evolution—from a platform that provides services to a participant actively contributing insights and perspectives to the wider industry.
The Value of Long-Term Thinking
At different stages of industry development, companies tend to pursue different goals.
Early-stage companies chase growth. Mature companies pursue scale.
Increasingly, however, long-term value creation is becoming the defining characteristic of enduring organizations.
From ViaBTC's tenth anniversary to CoinEx's eighth year of growth; from continuous investment in transparency and Proof of Reserves to global community engagement and industry thought leadership; from World Cup campaigns to ecosystem development—these initiatives may appear different on the surface, but they all point toward the same underlying principle:
Creating value that lasts beyond a single market cycle.
Markets will continue to evolve.
Narratives will continue to change.
But users will always gravitate toward platforms that consistently deliver, remain accountable, and continue creating value over time.
For CoinEx, long-term commitment is more than a strategy.
It is the foundation upon which trust is built—and the reason that trust continues to endure through every cycle.
U.Today Editorial Team
Dan Burgin
