When people think of Binance, the world’s largest cryptocurrency exchange, they often picture its high-profile co-founder and former CEO Changpeng “CZ” Zhao. But behind the scenes — and increasingly in the spotlight — stands Yi He, a driving force whose influence has helped shape the exchange’s meteoric rise and steer it through its most difficult chapter.
In the male-dominated crypto world, Yi He’s rise is remarkable. Co-founding Binance in 2017, she brought a sharp strategic mind and deep understanding of user psychology, honed during her early career in Chinese tech and media. She previously worked at OKCoin, another major exchange, where she demonstrated a knack for scaling operations and community engagement. It was at Binance, however, that she cemented her reputation as a visionary leader.
From Growth Architect to Crisis Navigator
Yi He initially led Binance’s marketing and branding strategy, cultivating a loyal global user base in record time. Her focus wasn’t just on numbers; she built a culture around transparency, product innovation, and responsiveness to user needs. These qualities became critical when Binance faced its most significant ordeal — intense regulatory crackdowns across multiple jurisdictions, culminating in CZ stepping down as part of a U.S. Department of Justice settlement in late 2023. 
When the crisis hit, Yi He didn’t just protect Binance’s image — she worked to stabilize its operations. She helped restructure leadership, reinforced compliance systems, and reassured global users that the platform would continue to operate securely. Insiders say her influence was instrumental in calming markets and preventing a user exodus during the uncertainty.
A New Face of Binance Leadership
While Richard Teng officially became CEO, Yi He’s role as Head of Binance’s institutional business and venture arm, Binance Labs, gave her significant strategic control. Under her watch, Binance Labs has grown into one of the largest crypto venture capital investors, funding blockchain projects across DeFi, gaming, AI, and Web3 infrastructure.
Her business philosophy blends aggressive growth with sustainability. She has emphasized building an ecosystem that can weather regulatory scrutiny, diversify revenue streams, and create long-term value for both Binance and the broader crypto industry.
Breaking Barriers for Women in Crypto
Yi He’s success also carries symbolic weight. As one of the few women to hold such a powerful position in the sector, she has become a role model for female entrepreneurs in blockchain. She openly acknowledges the gender imbalance in crypto and advocates for inclusivity — but insists her work speaks louder than any diversity initiative.
By maintaining a low personal profile while delivering high-impact results, Yi He has built a leadership style that contrasts sharply with the flamboyance of many tech executives. Her focus is on execution, not self-promotion.
The Road Ahead
With Binance now operating in a post-CZ era, Yi He’s strategic role is more important than ever. She is guiding the company’s push into regulated markets, expanding its investment portfolio, and positioning Binance as more than just an exchange — but as a multi-pronged crypto and Web3 powerhouse.
Her story is not just one of personal achievement, but also of resilience in an industry defined by volatility and scrutiny. Whether Binance can maintain its dominance in the coming years will depend heavily on how effectively Yi He continues to navigate shifting regulatory landscapes, competitive threats, and evolving user demands.
Yi He may not be the public face of Binance in the way CZ once was, but industry insiders know she is the strategist holding the wheel. In the world of cryptocurrency — where trust, adaptability, and vision mean survival — that might make her the most powerful woman in the game.
