FTX Tone of Voice — Trading & Advanced

Tagline: "Built By Traders, For Traders"

Industry: Cryptocurrency Exchange

Sector: Finance

How FTX Communicates

FTX pitched itself as a crypto exchange made by people who trade. "Built By Traders, For Traders" framed the platform around advanced tools for serious crypto traders — trading-focused, advanced, technical. The voice is pro-crypto and confident, selling an exchange positioned around understanding exactly what active traders want. (FTX collapsed in 2022; this reflects its former brand voice.)

Tone Words

FTX's brand voice is defined by the following tone words: Trading, Advanced, Innovation.

Communication Style

Language Style: Pro-crypto
Sentence Type: Descriptive
Tense: Past
Expression: Straightforward

FTX Brand Story

FTX rapidly became one of the largest crypto exchanges with innovative products and aggressive marketing. The spectacular collapse in 2022 revealed massive fraud, leading to criminal charges against its founder. FTX serves as a cautionary tale about the risks in unregulated markets.

Brand Message

Advanced crypto trading platform

Brand Mission

Build innovative trading products

Brand Positioning

Core Concept: Trader Innovation

Central Tension: Simple vs. Advanced

About FTX

FTX Trading Ltd., trading as FTX (Futures Exchange), is a bankrupt company that formerly operated a cryptocurrency exchange and crypto hedge fund. The exchange was founded in 2019 by Sam Bankman-Fried and Gary Wang and collapsed in 2022 after massive fraud perpetrated by Bankman-Fried and his partner Caroline Ellison forced the company to file for Chapter 11 bankruptcy. At its peak in July 2021, the company had over one million users and was the third-largest cryptocurrency exchange by volume, and its app was widely advertised as a "safe, easy way to get into crypto". As of November 2022, FTX was the third-largest digital currency exchange boasting an active trading volume of US$10 billion and a valuation of $32 billion. FTX is incorporated in Antigua and Barbuda and headquartered in the Bahamas. FTX is closely associated with FTX.US, a separate exchange available to US residents. Since November 11, 2022, FTX has been in Chapter 11 bankruptcy proceedings in the US court system. Public concern began with rumors of unethical and fraudulent inter-company transfers of client funds. In November 2022 CoinDesk also raised concerns stating that FTX's partner firm Alameda Research held a significant...

Frequently Asked Questions About FTX

What is FTX's tone of voice?

FTX uses a trading, advanced, innovation tone of voice. Their communication is pro-crypto, typically using descriptive-style sentences in the past tense. Their tagline "Built By Traders, For Traders" exemplifies this voice.

How does FTX communicate with customers?

What is FTX's brand message?

FTX's core message: Advanced crypto trading platform Their mission: Build innovative trading products

What is FTX's slogan?

FTX's slogan is "Built By Traders, For Traders". It carries their trading, advanced, innovation voice.

What is FTX's mission?

FTX's mission: Build innovative trading products

What makes FTX's brand voice unique?

FTX stands out through their trading, advanced, innovation communication style. Their central brand tension, "Simple vs. Advanced", shapes how they communicate across the Finance sector.

What language style does FTX use?

FTX uses pro-crypto language, with straightforward messaging, in descriptive-style sentences, using the past tense.