HBUS, a California based partner of Huobi group recently announced that they are rebranding to adopt the Huobi name and website domain.

“A user experience to target the local US customers is the right thing to do. The US being one of the biggest – if not the biggest – financial markets is very different in it's regulatory as well as user requirements. So we made an effort to design a product for that market and for that investor base,”

said Frank Fu, CEO of HBUS when he spoke to The Block.

HBUS operated as a conscious partner to Huobi and was based in San Francisco. It formally began its services in June 2018 and was serving as HBUS Holdco, Inc. Although rebranding has already taken place, it is believed that HBUS Holdco, Inc. will continue to manage all the operations pertaining to that platform.

The rebranding process has seen the company take on a new licensing agreement, that will see the HBUS.com domain being officially relocated to the domain being operated by huobi.com. Huobi Global will not be affected in any way by these changes as it will continue to use its previous hbg.com website.

In addition to officially taking on the Huobi name, the HBUS entity will also get to benefit from its partnership with Huobi Global in the form of tech support. The support it will receive will be provided to it in regards to security features as well as platform stability. This is in addition to being able to secure access for its new market makers.

When Fu was asked if Huobi group will compete with their partners on the global scale, he replied:

“Yes and no…I think in certain markets we will be competing with [Li’s] other organization or operation. However, I feel that we have the ability to design more interesting and creative financial products and services that could be complementary to Huobi Global’s subscribers and investors. I don’t think that we want to duplicate the efforts.”

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