HBUS, the United States-based strategic partner of China-born crypto exchange Huobi, has announced the rebranding of its retail trading service from HBUS.com to Huobi.com. THe rebranding was shared in a press release with Cointelegraph on Jan. 11.
As reported, HBUS launched as a strategic partner of Huobi Group — the operator of the flagship Huobi Global crypto exchange — via a newly created San Francisco-based company “HBUS Holdco, Inc.” last June.
The latter will reportedly continue to operate the platform after its rebranding. Under the new licensing agreement, HBUS.com will migrate to the domain name of huobi.com, while Huobi Global will continue to operate via its existing site, hbg.com.
As well as officially adopting the Huobi brand name, HBUS is now reportedly set to benefit from an increased level of technological support from Huobi Global, specifically in regard to stability and security features, as well as securing access to new market makers.
Founded in China in 2013, Huobi Group has been headquartered in Singapore since Beijing’s crackdown on domestic crypto-fiat exchanges in September 2017. The group first revealed plans to open an office in San Francisco in January 2018; following the announcement of HBUS in June, the U.S.-based partner trading service went live in July.
In a bid to compete with major U.S. crypto trading services such as Coinbase and Robinhood, HBUS soon launched an API geared towards experienced traders, as well as onboarded new talent for its corporate development and compliance work.
Over the course of the past year, Huobi Group — whose subsidiaries’ accumulated turnover reportedly exceeds $1 trillion — has continued to vigorously pursue overseas expansion,