When people ask what inspired me to co-found JuCoin, my answer often surprises them. Unlike many in this space, my journey didn’t begin with a fascination for blockchain technology or cryptocurrency trading. Instead, it started with a simple observation that would ultimately shape our entire approach.
Seeing Beyond the Technology
During crypto’s early days, I noticed something that both troubled and intrigued me. Here was this revolutionary technology with the potential to transform how value moves through the world, yet the way people accessed it felt unnecessarily complex.
Most platforms seemed designed by developers for other developers. The interfaces were technical, the language was filled with jargon, and the user experience felt like an afterthought. It was as if the industry had created a solution so powerful that no one stopped to consider whether everyday people could actually use it.
This disconnect struck me as a tremendous missed opportunity. Blockchain technology promised to democratize finance, but the tools built around it were creating new barriers instead of removing them.
Building an Ecosystem, Not Just an Exchange
This realization led to the founding of JuCoin with a fundamentally different vision. We didn’t set out to build just another cryptocurrency exchange like the many others in the industry. Instead, we envisioned an entire ecosystem that would make blockchain technology intuitive and accessible.
This meant rethinking every touchpoint in the user journey. It meant creating seamless connections between trading, blockchain infrastructure, social interactions, and practical applications. Most importantly, it meant designing with humans at the center rather than technical capabilities.
Working Behind the Scenes
For the first phase of JuCoin’s development, I deliberately maintained a behind-the-scenes role. My focus was on building a solid foundation, ensuring our infrastructure was robust, our approach sustainable, and creating a team with a shared vision for accessibility.
This foundational work was critical. We were creating something that needed to grow organically, guided by clear principles rather than short-term market trends. This phase allowed us to experiment, learn, and refine our approach without the pressure of public scrutiny.
During this time, bringing the right people into our team was critical. I wanted individuals who understood both the technical potential of blockchain and the human elements of design and experience. These partnerships have been instrumental in shaping what JuCoin has become.
The Vision is Ready
As our company evolves, it creates new demands for leadership. To truly lead in this evolving landscape, having a great platform isn’t enough. I know the industry needs clear voices, strong visions, and direct connections with communities. Technical innovation must be matched by thoughtful communication and accessible design.
This is precisely why I’m stepping into a more public role as CEO now. As JuCoin moves into this new era, I believe we’re uniquely positioned to redefine how people engage with digital assets. Our foundational work has prepared us for this moment, and I want to personally lead this transformation.
A Pivotal Moment for Cryptocurrency
The coming years will be transformative for cryptocurrency. We’re moving from a phase dominated by speculation and technical experimentation to one focused on practical utility and mainstream adoption.
My background in customer experience design, global brand development, and digital transformation has prepared me to guide JuCoin through this critical transition. I will ensure that our ecosystem evolves with the needs of our users while staying true to our founding vision of making blockchain technology accessible to everyone.
The technology has always been revolutionary, but now it’s time to make it intuitive, too. That’s the transformation I’m committed to leading.
Sammi Li - CEO/Co-Founder
