Ripple has announced a major rebranding to align with the Internet of Value and identity. The XRP issuer is looking to develop a new brand identity in the evolving US regulatory environment.
This strategic shift impacts the product, website, and social media presence, marking a new stage of evolution.
Ripple Rebrands with a New Brand
On February 14, Ripple announced the rebranding through a post on X, emphasizing its commitment to the Internet of Value and global financial innovation. The company said it is entering a new phase of innovating the way value is moved globally.
"We are preparing the next chapter with a vision to innovate the way value is moved globally and the Internet of Value," the company stated.
A core element of the rebranding is the introduction of a revised product offering. According to the website, the platform has streamlined its services to focus on cross-border payments, digital asset custody, and stablecoins.
These changes reflect increasing market demand and evolving financial technology trends. Ripple's payment network built on the XRP Ledger facilitates seamless international transactions. Users can transfer funds across borders using various fiat currencies and crypto assets.
This week, Ripple strengthened its payment infrastructure through a partnership with Portuguese exchange provider Unicâmbio, enabling instant remittances between Portugal and Brazil. This collaboration leverages the company's blockchain-based payment solutions.
After acquiring Standard Custody last year, Ripple expanded into digital asset custody. This allows Ripple to provide secure asset custody services to banks and fintech firms.
The company noted that the custody market has a growth potential of $20 trillion due to increasing institutional interest in digital assets.
Another key update is Ripple's foray into stablecoins, marked by the launch of Ripple USD (RLUSD). This asset was introduced in December and has achieved a market capitalization of around $108.6 million.
According to CCData, this asset recorded over $3 trillion in trading volume within a month of its launch.
Meanwhile, Ripple's rebranding is accompanied by significant updates to its website. XRP supporter WrathofKahneman noted the removal of references to central bank digital currencies (CBDCs), as previously reported.
The company had previously participated in a CBDC pilot in Palau and even launched a dedicated CBDC platform in 2023. This removal suggests that Ripple may prioritize stablecoin efforts over government-backed digital currencies.
