Yi He

Yi He is the co-founder and co-CEO of Binance. She maintains operations, business strategy, and branding, existing as one of the company’s most important leaders since its inception. In 2025, she stands out because Binance is trying to grow while also proving it can run a safer, more transparent platform under increasing global scrutiny. 

Origin and Background

Before Binance, Yi worked in marketing and branding roles in China, including as a VP at Yixia Technology, and she also co-founded the crypto exchange OKCoin. After co-founding Binance, she helped shape its public image and growth strategy as the company expanded from a simple trading site into a broader crypto ecosystem. 

Key Highlights

• Leads Binance’s business, marketing, and branding strategy.
• Named co-CEO alongside Richard Teng in a dual leadership structure, which was announced in December 2025.
• Claimed that Binance crossed 300 million users, and framed user protection as a shared goal with regulators.
• Defended Binance during a major market event, saying core systems “remained stable,” and the exchange later compensated traders $283 million.
• Spoke publicly about Binance’s listing logic, including the risk of losing market share if a high-profile project is not listed.
• Discussed Binance’s long-term ambition to become the “Google of Web3,” while dealing with regulatory pressure.

Impact on the Industry (2025)

In 2025, Yi’s influence appeared in two areas: trust and product direction. She became an important voice when Binance faced public controversy, and even pushed a “users first” message when discussing how the exchange would work with regulators. 

Looking Ahead (2026 and Beyond)

As the new co-CEO, Yi will be judged on growing Binance without taking shortcuts. If the company can keep improving user protections while scaling, it will likely shape how other exchanges follow suit. If Yi can’t follow through, regulators may use that failure as a reason to push even more stringent regulations.