Cryptocurrency exchange startup ShapeShift is planning a major rebrand this year.
Announced at ETHDenver, an ethereum developer conference being held in Colorado this weekend, ShapeShift CEO Erik Voorhees said that starting Monday the company will be opening up a closed beta period for selected users so they can try a new version of the cryptocurrency exchange platform focused on simplifying the user experience.
Featuring greater interoperability with ShapeShift’s cryptocurrency hardware wallet KeepKey, CMO of ShapeShift Emily Coleman told CoinDesk that the revitalized platform aims to bring together all of the company’s disparate products, including cryptocurrency pricing tracker CoinCap.
The comments came during a panel Saturday on leadership “in times of ambiguity,” where Voorhees was joined by co-founder of cryptocurrency micropayments service Earn.com Lily Liu, CSO of ethereum venture capital studio ConsenSys Sam Cassatt, and co-founder of decentralized application platform Holochain Arthur Brock.
All holding (or having held) positions of executive-level leadership, each panelist was asked to cite one of the hardest decisions they’ve had to make with their respective crypto businesses.
“If you’re going to be a company in the crypto industry, you’re attached to the severe market cycles of the industry. That’s full of good and bad,” said Voorhees.
Voorhees admitted that one of the hardest decisions of his career was the decision last September to introduce know-your-customer (KYC) precautions to cryptocurrency exchange platform, ShapeShift.
“I felt like I had to do something morally wrong to allow the company to persist…It’s a really awful position to be in,” said Voorhees.
Explaining that he remained “ethically opposed” to requiring users of the trading platform to relinquish personal information about themselves,