Yi He: Co-Founder and Co-CEO of Binance

Definition

Yi He (born He Ying in 1986) is a prominent figure in the global cryptocurrency industry, recognized as a co-founder of Binance, one of the world's largest cryptocurrency exchanges. Her career trajectory spans from traditional media to pioneering roles in the nascent crypto sector, culminating in her current position as Co-Chief Executive Officer of Binance and head of its venture capital arm, YZi Labs. She is known for her strategic marketing acumen, user-centric philosophy, and significant contributions to Binance's growth and market dominance.

Yi He's influence extends beyond operational leadership; she has been instrumental in shaping Binance's brand identity, fostering its vast user community, and driving its expansion into new technological frontiers. Her journey reflects the rapid evolution of the digital asset space, where visionaries with diverse backgrounds have played pivotal roles in establishing foundational infrastructure and fostering mainstream adoption. Her leadership style emphasizes transparency, user protection, and a commitment to long-term industry development, positioning her as a key voice in the ongoing dialogue between crypto innovators and global regulators.

Key Takeaway

Yi He is a foundational architect of Binance's success, having co-founded the exchange and strategically guided its marketing, community building, and venture capital initiatives. Her leadership as Co-CEO, alongside Richard Teng, focuses on scaling Binance's global reach, enhancing compliance standards, and championing a user-first approach that balances innovation with robust protection for its hundreds of millions of users. Her dual role at Binance and YZi Labs underscores her commitment to both the operational excellence of the exchange and the broader ecosystem development through strategic investments in emerging Web3, AI, and biotechnology companies.

Mechanics

Yi He's operational mechanics within Binance are multifaceted, encompassing strategic leadership, marketing, and venture capital. As a co-founder, she was instrumental in the initial conceptualization and launch of Binance in 2017. Her early contributions focused heavily on brand building and user acquisition, leveraging her prior experience in marketing from OKCoin. She designed and executed campaigns that rapidly propelled Binance into a leading position, demonstrating an acute understanding of market dynamics and community engagement in the nascent crypto space. Her ability to translate complex technological concepts into accessible narratives was crucial for attracting a diverse global user base.

Since December 2025, Yi He has served as Co-Chief Executive Officer of Binance, sharing leadership responsibilities with Richard Teng. In this capacity, her focus includes driving the company's strategic vision, ensuring operational efficiency, and upholding Binance's commitment to user protection and regulatory compliance. She champions initiatives like Binance Alpha, Airdrops, and Booster Programs, which are designed to be retail-focused and enhance user experience and engagement. Her leadership emphasizes fairness and transparency, particularly in areas like public market maker programs, to ensure a balanced environment for all participants, from retail users to institutional whales. Furthermore, since August 2022, she has headed YZi Labs (formerly Binance Labs), Binance's venture capital and incubation arm. This role involves identifying and investing in promising Web3, artificial intelligence, and biotechnology companies, thereby fostering innovation and expanding the broader blockchain ecosystem. This strategic investment arm plays a critical role in shaping the future landscape of decentralized technologies and their convergence with other cutting-edge fields.

Trading Relevance

Yi He's leadership directly impacts traders on the Binance platform through her emphasis on platform stability, user protection, and market fairness. Her user-first philosophy translates into concrete measures that benefit both retail and institutional traders. For instance, the development and continuous improvement of retail-focused initiatives like Binance Alpha and various booster programs aim to provide accessible opportunities and educational resources, empowering individual traders to navigate the crypto markets more effectively. These programs often include features designed to simplify trading, offer incentives, and provide insights, thereby lowering the barrier to entry for new participants and enhancing the experience for existing ones.

Moreover, her commitment to transparency and integrity in market operations, including public market maker programs and clear fee structures, fosters a more trustworthy trading environment. This focus on fairness helps to mitigate potential market manipulation and ensures that all participants operate under clear, consistent rules. The strategic partnership with Richard Teng as Co-CEO further strengthens Binance's dedication to regulatory compliance and robust risk management. For traders, this means operating on a platform that strives for global adherence to financial regulations, potentially reducing systemic risks and enhancing long-term sustainability. Yi He's oversight of YZi Labs also indirectly benefits traders by fostering the development of innovative projects and technologies within the Web3 space, which can lead to new trading opportunities, improved infrastructure, and a more vibrant overall ecosystem. Her vision for crypto to transform traditional finance through efficiency and transparency suggests a future where trading on platforms like Binance could become even more integrated and sophisticated.

Risks

While Yi He's leadership aims to mitigate many risks for users, the inherent volatility and regulatory complexities of the cryptocurrency market present ongoing challenges. One significant risk stems from the regulatory scrutiny faced by large exchanges like Binance globally. Despite efforts to enhance compliance under the co-CEO structure with Richard Teng, the evolving and often fragmented regulatory landscape across different jurisdictions can lead to operational uncertainties, potential legal challenges, and impacts on specific market offerings. Changes in regulatory stance can affect the availability of services, asset listings, and even the operational model of the exchange, which can directly influence traders' access to markets and liquidity.

Another risk factor relates to the centralized nature of a major exchange like Binance. While decentralization is a core tenet of blockchain, centralized exchanges inherently carry risks such as single points of failure, potential for security breaches, and susceptibility to external pressures. Although Binance invests heavily in security, the sheer volume of assets and users makes it a prime target for cyberattacks. Furthermore, the market volatility of digital assets remains a constant risk for all participants. Even with user protection initiatives, traders can incur significant losses due to rapid price fluctuations. Yi He's vision for growth and transformation, while ambitious, also implies navigating these inherent market risks and ensuring that Binance's infrastructure can withstand extreme market conditions and unforeseen events, all while balancing innovation with the imperative of safeguarding user funds and data. The long-term relationship with Changpeng Zhao, despite his legal issues, also presents a potential reputational risk, as the market may associate past challenges with current leadership, even with new structures in place.

History and Examples

Yi He's journey in the crypto space began significantly before Binance's inception. In March 2014, she joined OKCoin as Vice-President and Chief Marketing Officer. During her tenure there, she demonstrated her marketing prowess by launching a high-profile billboard campaign in Times Square, a bold move that brought cryptocurrency into mainstream visibility. Crucially, it was at OKCoin that she recruited Changpeng Zhao (CZ), who would later become her co-founder at Binance. This early collaboration laid the groundwork for their future ventures.

In 2017, Yi He and CZ co-founded Binance, rapidly transforming it into the world's largest cryptocurrency exchange. Her strategic vision was pivotal in this rapid ascent, focusing on building a robust community and an intuitive platform. A key example of her impact is the establishment and leadership of Binance Labs (now YZi Labs). In August 2022, amidst a challenging "crypto winter," she was appointed to head this venture capital arm, overseeing its $7.5 billion division. Under her guidance, YZi Labs has become a significant investor in emerging Web3, artificial intelligence, and biotechnology companies, demonstrating Binance's commitment to broader technological innovation beyond just exchange operations. Her elevation to Co-Chief Executive Officer in December 2025, alongside Richard Teng, marks another significant milestone, placing her at the helm of strategic decision-making for a platform serving over 300 million users. This move, following CZ's departure, solidified her role as a central figure in Binance's future, emphasizing a renewed focus on compliance and sustainable growth. Her inclusion in Fortune's 2026 Most Powerful Women in Business list further exemplifies her global recognition and influence.

Common Misunderstandings

One common misunderstanding about Yi He is that her role is solely confined to marketing or community management, given her strong background in these areas. While she excels in these domains and was instrumental in Binance's early brand development, her responsibilities have significantly expanded to encompass strategic leadership, venture capital, and overall corporate governance as Co-CEO. Her leadership of YZi Labs, a multi-billion-dollar investment fund, clearly demonstrates her deep involvement in shaping the future technological landscape, far beyond traditional marketing functions. She is a key decision-maker influencing product development, regulatory strategy, and global expansion, working in tandem with Richard Teng to steer the entire Binance ecosystem.

Another misconception might be that her appointment as Co-CEO is merely a symbolic gesture or a continuation of previous leadership without substantial change. In reality, her elevation, particularly alongside Richard Teng, signifies a strategic pivot towards enhanced compliance, institutional engagement, and a more diversified leadership structure for Binance. This move is a direct response to the evolving regulatory environment and the need for robust governance. Her public statements and interviews consistently highlight a commitment to user protection, transparency, and collaboration with regulators, indicating a proactive approach to addressing industry challenges rather than simply maintaining the status quo. Her vision for crypto to transform traditional finance underscores a forward-looking and adaptive leadership, not a static one.

Summary

Yi He stands as a pivotal co-founder and Co-Chief Executive Officer of Binance, a global leader in cryptocurrency exchanges. Born He Ying in 1986, her journey from traditional media to a pioneering role in crypto began with OKCoin, where she recruited Changpeng Zhao. Together, they launched Binance in 2017, with Yi He driving its rapid growth through strategic marketing and community building. As Co-CEO since December 2025, alongside Richard Teng, she champions a user-first philosophy, focusing on platform fairness, transparency, and robust compliance for Binance's 300 million users. Additionally, she heads YZi Labs, Binance's venture capital arm, investing in Web3, AI, and biotech, thereby shaping the broader digital ecosystem. Her leadership is characterized by a commitment to innovation, user protection, and the long-term transformation of traditional finance through blockchain technology, solidifying her status as one of the most influential figures in the crypto industry.