KuCoin Launches “Trust, Built-in.” Global Brand Initiative with New Film Featuring Adam Scott

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. KuCoin, a prominent international cryptocurrency platform that is founded on trust, has launched “Trust, Built-in”., which is a global brand campaign in support of its long-standing brand proposition “Trust First. Trade Next.”. The new brand campaign features an international brand film starring KuCoin’s international brand ambassador and avid champion, Adam Scott, enabled via KuCoin 5.0.

When KuCoin introduced “Trust First. Trade Next.,” Scott appeared alongside the company to help establish trust as the principle that comes before every trade, product and decision. His appearance in the new film continues that story. “Trust, Built-in” takes the idea forward by showing how trust can move beyond a guiding principle and become part of the technology, safeguards, tools and experiences that users interact with every day. At the center of the initiative is a simple belief: trust is not claimed; it is built.

KuCoin 5.0 is the manifestation of “Trust, Built-in.” Not merely an update to a product, but a platform evolution across six dimensions: compliance, technology, asset safety, user experience, AI & wealth management.

Together, these upgrades are designed to build trust into every layer of the KuCoin experience:

• Trust is built into the foundation: stronger technology, asset security, compliance and operational resilience designed to support users over the long term.

• Trust is built into the experience: a smoother, more consistent experience across devices—simple when users want it, with greater control when they need it

• Trust is built for what’s next: AI-powered tools, wealth management capabilities and broader opportunities across decentralized and traditional finance, developed around evolving user needs.

With KuCoin 5.0, users would be able to unify and manage a higher number of their assets, trade, manage and earn all within a unified system, and customize portfolio management on the devices of their choice. This new version of KuCoin highlights the vision of KuCoin to develop an ecosystem which not only caters to today's usage pattern but also the future 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,” said 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 new brand film for the global brand features Scott who uses values he has used throughout his career in order to explain why trust can only be earned through actions. It is the duty of Scott to make sure that the core message of the project is conveyed while continuing his trust tale 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,” said 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.”,

“Trust, Built-in” will roll out across KuCoin’s global communications and market activities alongside KuCoin 5.0. KuCoin will share further details on each of the six upgrade areas 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 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.