Yi He
Yi He, a Chinese entrepreneur and investor, is best known for co-founding Binance, the world's largest cryptocurrency exchange, with Changpeng Zhao (CZ). Serving as the Chief Marketing Officer and head of Binance Labs, Yi He has played an instrumental role in shaping Binance's global business, marketing, and investment strategies. Her journey from a small village in Sichuan, China, to becoming one of the most prominent figures in the blockchain industry is a testament to her vision and leadership.
Early Life & Education
Born in 1986 in Sichuan, China, Yi He grew up in a rural area where her parents worked as teachers. Reflecting on her humble beginnings, she shared in an interview:
“I'm from a very small village and a very poor family”
Her early life instilled in her a strong work ethic, and she was determined to rise above her circumstances.
Career Beginnings
Yi He's career began in the media industry. In 2012, she became a television host for a travel show on a Chinese TV channel. However, her true calling was yet to come. In 2013, while working at a startup, Yi He was introduced to Bitcoin and the world of cryptocurrencies. In 2014, she co-founded OKX, one of the earliest cryptocurrency exchanges in China, where she led branding and marketing initiatives.
Joining Binance: Building a Global Giant
In 2017, Yi He joined Changpeng Zhao to co-found Binance, taking on the role of CMO. Under her leadership, Binance quickly became the world's largest cryptocurrency exchange within just a few months. Yi He's strategic focus on user acquisition, marketing, and branding was pivotal in Binance's rapid success.
Binance Labs & Investment Leadership
In addition to her role as CMO, Yi He was appointed head of Binance Labs in 2022, the venture capital arm of Binance. Her leadership at Binance Labs focuses on identifying early-stage projects that have the potential to shape the future of blockchain and Web3 technologies. Yi He has emphasized the importance of finding founders who are driven and capable of thriving even during tough market conditions:
“Part of the journey of seeing Binance grow...has been the ability to identify those founders that have the skills and embody the values needed to thrive.”
Yi He's work at Binance Labs has led to significant investments, such as a $10 million investment in Radiant Capital, a decentralized finance protocol with cross-chain capabilities. Yi praised the project for its potential to drive broader adoption through seamless DeFi transactions across chains.
OKX & Yixia Technology
Before Binance, Yi He had a notable career in cryptocurrency and technology. As a co-founder of OKX, she helped OKX become the largest Chinese cryptocurrency-to-fiat exchange by 2015, capturing 60% of the market. After leaving OKX, Yi He joined Yixia Technology, where she served as Vice President and launched the live-streaming platform Yi Zhi Bo, which was later acquired by Weibo.
Philanthropy & Binance Charity
Beyond her business achievements, Yi He is also known for her philanthropic work. She has played an active role in Binance Charity Foundation, a non-profit organization founded by Binance in 2018 to enhance transparency and efficiency in global charity initiatives. Under her leadership, the foundation launched campaigns like Binance for Children, which supports education and healthcare for children in need.
During the COVID-19 pandemic, Binance established a COVID-19 Relief Fund to support affected communities and organizations worldwide. Yi He remains committed to using blockchain technology for social good.
Advocacy for Women in Blockchain
Yi He has also been a strong advocate for women in the cryptocurrency industry. In a 2023 interview, she shared her belief that women should never set limits on themselves and should strive to become successful business leaders regardless of gender:
“Forget your gender. Don’t focus on the fact that you’re a woman in a man’s world. Instead, focus on how to be a good business leader, regardless of being a man or woman.”
Her leadership at Binance reflects this ethos, with nearly 30% of senior leadership positions held by women.
Behind the Scenes: The Role of Yi He in Binance’s Growth
Though Changpeng Zhao, or "CZ," is often regarded as the public face of Binance, Yi He has played a critical behind-the-scenes role in the company's rise. As Binance's CMO, she has overseen vital functions such as business strategy, marketing, customer service, and the company’s charitable initiatives. Over 2,000 employees report to her, and her influence is a significant factor in Binance's ability to maintain its competitive edge in a rapidly evolving market.
Despite her low profile in Western media, Yi He’s role as co-founder and CMO has been instrumental. She joined Binance just one day before its launch in 2017, bringing her wealth of experience from the cryptocurrency space. CZ himself has lauded Yi He’s strategic thinking and business acumen, emphasizing her contributions to Binance's overall success:
“I was impressed by her business acumen, strategic thinking, attention to detail, and values. She is one of the hardest working people I know on Earth... She has been integral to Binance’s success.”
Regulatory Views
Yi He has been vocal about her views on global cryptocurrency regulation. In a 2023 interview with Bloomberg, she emphasized Binance's commitment to regulatory compliance and stressed the importance of collaboration with government agencies. According to Yi, Binance's approach to regulation sets a standard for the entire cryptocurrency industry:
“If Binance isn’t compliant, then practically no other global trading platform or offshore company is.”
Her focus on compliance is crucial as Binance navigates an increasingly complex regulatory environment.
Personal Insights & Interviews
Yi He is known for her insights on personal growth and career success. In a 2022 interview, she highlighted the importance of challenging oneself and taking risks, stating:
“My talent has always been trying to challenge myself. I think a lot of people set limits for themselves so they just keep enjoying life and want to stay where they feel comfortable.”
Yi He attributes much of her success to the strength of the team at Binance, noting the importance of hiring the best talent and fostering collaboration.
Future Vision: Global Expansion & Leadership
As Binance continues to expand its global footprint, Yi He has set her sights on strengthening the company’s presence in key regions such as Europe and the Middle East. Currently based in Paris, she oversees Binance’s licensing efforts in Europe while also working on establishing a new regional office.
Yi He’s ambition doesn’t stop there. She aims to push Binance beyond just being a cryptocurrency exchange, focusing on Web3 innovation and the adoption of blockchain technology. As the leader of Binance Labs, her mission is to invest in and support projects that can redefine global finance and technology.
“I know I can run a very good company in China. But I still want to try globally.”
Timeline of Key Events in Yi He's Journey
| Year | Event |
|---|---|
| 2013 | Discovers Bitcoin and enters the cryptocurrency space |
| 2014 | Co-founds OKX |
| 2015 | Joins Yixia Technology as Vice President |
| 2017 | Co-founds Binance with Changpeng Zhao |
| 2022 | Appointed head of Binance Labs |
| 2023 | Oversees investment in Radiant Capital |
Conclusion
Yi He's impact on the cryptocurrency and blockchain industry cannot be overstated. From her early work in co-founding OKX to leading Binance's global strategy and investment initiatives, Yi has played a vital role in shaping the future of digital finance. Her vision for the future of Web3, combined with her advocacy for women in blockchain, makes her a powerful figure in the industry.
Yi He’s story is not just one of entrepreneurial success, but also of leadership, resilience, and a commitment to innovation. As she continues to expand Binance’s influence globally, her legacy in the blockchain space will only grow.
