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FTX Renames Blockfolio Trading App to ... FTX

The trading app, which was acquired by FTX in 2020, now bears its owner's name.

By Zack Seward

Updated May 9, 2023, 3:22 a.m. Published Jul 28, 2021, 5:33 p.m.

Images of the Blockfolio app from early 2021.

Fresh on the heels of the largest funding round in crypto history, FTX is getting its branding in order.

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The crypto exchange helmed by Sam Bankman-Fried is slapping its name on the Blockfolio trading app it acquired in May 2020 for $150 million, killing a clunky colon in the process.

"The rebrand of FTX: Blockfolio to FTX puts the final cap on our acquisition of Blockfolio, doubling down on our commitment to being the number one crypto trading platform for both retail and institutional users,” Bankman-Fried said in a press release.

FTX’s $900 million Series B valued the company at $18 billion, speaking to investors’ belief in the grand ambitions of an exchange that sprouted up in Hong Kong just two years ago.

Unifying its brand identity would seem to follow suit as FTX looks to rival Coinbase and others for retail traders. The move comes after FTX has spent lavishly on sports sponsorships, putting its three letters on everything from arenas to umpires.

FTX Blockfolio

Zack Seward

Zack Seward is CoinDesk’s contributing editor-at-large. Up until July 2022, he served as CoinDesk’s deputy editor-in-chief. Prior to joining CoinDesk in November 2018, he was the editor-in-chief of Technical.ly, a news site focused on local tech communities on the U.S. East Coast. Before that, Seward worked as a reporter covering business and technology for a pair of NPR member stations, WHYY in Philadelphia and WXXI in Rochester, New York. Seward originally hails from San Francisco and went to college at the University of Chicago. He worked at the PBS NewsHour in Washington, D.C., before attending Columbia’s Graduate School of Journalism.