YEREVAN (CoinChapter.com) — Ripple has unveiled a rebrand, emphasizing cross-border payments and stablecoins as its core focus. The blockchain company is aligning its strategy with what it calls the Internet of Value, signaling a shift in direction as U.S. regulations evolve.
The company’s website and social media presence have changed, reflecting a clearer emphasis on payments and digital assets. Notably, mentions of Central Bank Digital Currencies (CBDCs) have been removed, hinting at a possible change in priorities.
Image Title: Ripple Removes CBDC Mentions in Website Redesign. Source: WrathofKahnemanRipple Rebrand Drops CBDCs, Focuses on Cross-Border Payments
On Feb. 14, Ripple announced its rebrand in a post on X, highlighting its commitment to global financial solutions. The company said it is entering a new phase aimed at improving how value moves worldwide.
“We’re building for the next chapter with the vision that continues to drive us—the Internet of Value and transforming the way you move value around the world,”
Ripple stated.
A significant change in its strategy is the company’s shift away from CBDCs. Previously, Ripple worked on CBDC pilots in Palau and developed a dedicated CBDC platform in 2023. Now, those references have been removed from its website. The move suggests that Ripple is prioritizing private-sector digital assets over government-backed digital currencies.
Ripple Unveils New Brand Identity. Source: Ripple on XRipple Expands Payment Network with New Partnerships
Ripple has also reinforced its cross-border payments infrastructure. The firm’s XRP Ledger continues to enable instant global transactions, supporting both fiat and cryptocurrencies.
Additionally, this week Ripple expanded its reach through a partnership with Unicâmbio, a Portuguese currency exchange provider. This collaboration improves money transfers between Portugal and Brazil, using blockchain-powered payments.
Ripple Partners With Unicâmbio for Cross-Border Payments. Source: Ripple WebRipple’s blockchain solutions are designed to facilitate seamless transfers, ensuring speed and cost efficiency. The company also continues to strengthen its payment system amid growing demand for digital transactions.
Ripple Enters Stablecoin Market with RLUSD
In addition, Ripple is pushing further into stablecoins with its Ripple USD (RLUSD). The company launched RLUSD in December 2024, and it has already reached a market capitalization of $108.6 million.
Ripple RLUSD Market Cap Surge. Source: CoinGeckoAccording to CCData, RLUSD has recorded over $3 trillion in trading volume within a month. The rapid adoption reflects the growing demand for blockchain-based stable assets.
Ripple’s move into stablecoins comes as regulatory scrutiny around CBDCs and fiat-backed digital assets increases. By focusing on RLUSD, Ripple aims to provide a stable digital asset solution outside of government-controlled currencies.
Ripple Strengthens Digital Asset Custody Services with Rebrand
Additionally, Ripple has also expanded into digital asset custody, following its acquisition of Standard Custody last year. The company is now offering secure storage solutions for banks and fintech firms.
Notably, the digital asset custody market is estimated at $20 trillion, driven by institutional interest in crypto assets. Ripple’s entry into this sector also aligns with its goal of providing financial infrastructure for businesses.
Above all, the shift to custody services signals a broader strategy beyond payments and XRP transactions, reinforcing Ripple’s position in digital asset management.
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