Ripple updates its brand
Date: 2025-02-17 Author: Oliver Abernathy Categories: BUSINESS
Ripple has moved to an updated positioning, adapting the brand to the new regulatory conditions in the United States. The changes will affect not only the company's appearance, but also its product line, official website and social networks.
Ripple has officially confirmed the rebranding, emphasizing its commitment to innovation in the financial sector and the global development of the Internet of Value.
"We are moving to the next stage, inspired by our mission to build the Internet of Value and improve the way the world transfers assets," the company's representatives said on the social network X.
With the payment network based on XRP Ledger, users can make international transfers using both fiat currencies and crypto assets. The new branding, according to the company, better meets modern market requirements and trends in the fintech industry.
Some X users, like WrathofKahneman, have noticed that Ripple has lost all mention of central bank digital currency (CBDC) projects on its website. The company has been testing such solutions in the past, including pilot programs in Palau and a dedicated CBDC platform set to launch in 2023.
Ripple continues to build on these efforts, signing new partnerships and expanding its services.
This week, the company struck a deal with Portuguese currency exchange Unicâmbio. The new partnership will enable instant money transfers between Portugal and Brazil via Ripple’s blockchain infrastructure.
Ripple has also strengthened its position in the custodial services space after acquiring Standard Custody last year. The company now offers banks and fintechs secure solutions for storing digital assets. Ripple predicts that this market has the potential to reach $20 trillion, given the growing interest from institutional investors.
The third important area is the release of stablecoins. In December, the company launched Ripple USD (RLUSD), which has already reached a capitalization of $108.6 million. According to CCData, the trading volume of this stablecoin exceeded $3 trillion in the first month.
Thus, Ripple's rebranding does not simply change its visual identity, but also reflects a strategic shift to a more flexible and market-oriented business model.
