Kraken Tone of Voice — Trusted & Secure

Tagline: "One of the largest and oldest bitcoin exchanges"

Industry: Cryptocurrency

Sector: Finance

How Kraken Communicates

Kraken leans on being one of crypto’s oldest, most trusted exchanges. "One of the largest and oldest bitcoin exchanges" frames the platform around longevity, security, and having survived where others failed — trusted, secure, established. The voice is veteran-exchange and steady, selling the reassurance of a crypto platform that has been around long enough to prove it can be relied on.

Tone Words

Kraken's brand voice is defined by the following tone words: Trusted, Secure, Established.

Communication Style

Language Style: Veteran-exchange
Sentence Type: Statement
Tense: Present
Expression: Straightforward

Kraken Brand Story

Kraken is one of the oldest and most trusted crypto exchanges globally.

Brand Message

Secure cryptocurrency trading since 2011

Brand Mission

To accelerate the global adoption of cryptocurrency

Brand Positioning

Core Concept: Crypto Trust

Central Tension: Security vs. Accessibility

About Kraken

Kraken (legally named Payward, Inc.) is a US-based cryptocurrency exchange founded in 2011. Beyond cryptocurrencies, in most US states the exchange facilitates the trading of stocks, futures, and ETFs. Kraken was the first cryptocurrency company to obtain a bank charter. In 2025 it began allowing the trading of tokenized equities by non-US customers. In 2025 it had $207 billion in quarterly trading volume, and was ranked the world's fourteenth-largest crypto exchange.

Frequently Asked Questions About Kraken

What is Kraken's tone of voice?

Kraken uses a trusted, secure, established tone of voice. Their communication is veteran-exchange, typically using statement-style sentences in the present tense. Their tagline "One of the largest and oldest bitcoin exchanges" exemplifies this voice.

What is Kraken's brand message?

Kraken's core message: Secure cryptocurrency trading since 2011 Their mission: To accelerate the global adoption of cryptocurrency

What is Kraken's slogan?

Kraken's slogan is "One of the largest and oldest bitcoin exchanges". It carries their trusted, secure, established voice.

What is Kraken's mission?

Kraken's mission: To accelerate the global adoption of cryptocurrency

What makes Kraken's brand voice unique?

Kraken stands out through their trusted, secure, established communication style. Their central brand tension, "Security vs. Accessibility", shapes how they communicate across the Finance sector.

What language style does Kraken use?

Kraken uses veteran-exchange language, with straightforward messaging, in statement-style sentences, using the present tense.