HBUS, a San Francisco-based cryptocurrency trading platform, is rebranding to Huobi and will start using the Huobi.com domain name, while Huobi Global is moving to HBG.com, in a move that’s set to help the Huobi Group compete with Binance and Coinbase.

According to a press release shared with CryptoGlobe, HBUS is bringing the Huobi brand to the US by rebranding its retail trading platform to Huobi. Huobi Global, the group’s international trading platform, will keep on operating under HBG.

HBUS and Huobi have an exclusive licensing agreement and partnership, that’s set to bring retail traders in the US a “closer relationship” with the exchange, while also meaning “more technical support,” as well as advanced stability and security features.

Leon Li, the founder and CEO of the Huobi Group, stated that the rebranding is a step forward for the group’s global expansion plan, and added:

We feel very confident that the HBUS team will be excellent stewards of the ‘Huobi’ name as they become the top digital asset exchange in the U.S.

Frank Fu, the CEO of HBUS, noted that Huobi Global is a leading cryptocurrency exchange, and that the ‘Huobi’ brand has become a powerful one. Per his words, HBUS will leverage it to “continue to operate the trading platform in a compliance-committed manner” while helping the brand grow with “excellence and worldwide regulatory compliance.”

The cryptocurrency exchange is set to offer its users 13 different cryptocurrencies, including BTC, ETH, and LTC, in 35 different trading pairs. To celebrate, HBUS has launched various promotions.

As CryptoGlobe covered HBUS was launched back in July of last year. Months after being launched the exchange called out Coinbase in what was the first-ever billboard campaign launched by a cryptocurrency exchange in the country. The campaign poked fun at Coinbase and Wall Street, by suggesting these are less evolved than HBUS.