Cryptocurrency exchange ShapeShift gears up for a rebranding

ShapeShift CEO Erik Voorhees has shared his startup’s upcoming rebranding plans, CoinDesk writes. Last weekend at the ETHDenver conference, Voorhes announced the launch of a closed beta program for the new, simplified version of the cryptocurrency exchange. A select group of users will get to check out the new version of the platform on Feb. 25.

According to the company’s CMO Emily Coleman, the new version of the exchange will make better use of ShapeShift’s diverse products, such as their cryptocurrency hardware wallet KeepKey and pricing tracker CoinCap. “The goal is to create fluidity between products,” said Coleman.

Back in January, ShapeShift was forced to lay off a third of its staff due to a drop in revenue.