Yi He's leadership story featured in Fortune magazine.

Below is the article summary and infographic.

Crypto Queen Yi He: The Core Force Leading Binance Through the Storm

As the co-founder of Binance, the world's largest cryptocurrency exchange, Yi He (@Yi He ) is known as the "most powerful woman in crypto." Her life story is legendary, rising from a poor village in Sichuan, China, and through her sharp business acumen and tireless efforts, becoming a key figure influencing the global fintech landscape.

Yi He played a crucial role in Binance's rise. Her exceptional marketing skills and unwavering commitment to customer service were key drivers of Binance's ascent to industry prominence in just one year. She insisted that all employees experience frontline customer service to ensure the company truly listened to its users. This approachable approach has earned Binance a massive user base.

In 2023, when Binance faced an unprecedented crisis—co-founder Changpeng Zhao (CZ) was imprisoned and the company faced a massive $4.3 billion fine—He Yi was the mastermind behind the scenes, stabilizing the team. Not only did she navigate enormous business challenges, she also endured the personal pain of her partner and business partners facing difficult times. Under her leadership, Binance successfully navigated the crisis and maintained its market position.

She sees her own journey from poverty to success as a microcosm of the disruptive power of crypto technology, and firmly believes it will revolutionize the future of finance.