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On December 3rd, 2025, Yi He took on the role of co-CEO at Binance, delivering a message to women aspiring to succeed in business: prioritize expertise over reliance on gender-specific skills. Her comments, delivered in Dubai during Binance Blockchain Week, underscore a broader narrative about navigating the male-dominated corporate landscape.
Yi He’s ascent from a rural village in Sichuan to the helm of the world’s largest cryptocurrency exchange is a testament to her belief in this philosophy. Her primary counsel for women is to dismantle the mental barriers they impose on themselves rather than focusing on the industries they choose. She argues that relying too heavily on stereotypically feminine attributes, such as communication prowess and charm, might lead to admiration for the wrong reasons, potentially undermining professional credibility.
In the fiercely competitive business world, Yi He asserts that being a woman offers no special concessions. “It’s a cutthroat environment,” she said, using a vivid Chinese idiom to describe the brutal nature of corporate competition. Her advice is straightforward: excel to become unmatched in your expertise, be it in marketing, growth strategy, or other facets of the business, so that your professional competence speaks for itself.
These views are not new for Yi He. In 2023, she urged women to focus less on gender and more on becoming effective leaders. She has consistently highlighted the societal pressures that discourage women from seeking leadership roles, noting that many women are not encouraged by their networks to pursue such positions. This societal backdrop often means women face additional hurdles, not just from external perceptions but also from internalized limitations.
Yi He advises women, particularly in tech and emerging industries, to seize opportunities boldly and take calculated risks. This mindset, she argues, is crucial for discovering their true potential. Her perspective aligns with an increasing call for women to infiltrate sectors traditionally dominated by men, especially as the tech industry continues to expand rapidly. This industry, which is a significant driver of the global economy, has often been criticized for its gender disparity, making Yi He’s advice both timely and critical.
With her appointment as co-CEO, Yi He joins Richard Teng in leading Binance into its next growth phase. Richard Teng, previously instrumental in regulating financial markets, emphasized the seamless transition of leadership, pointing out Yi He’s substantial contribution to Binance’s customer-centric approach since its inception in 2017. Binance now serves nearly 300 million users, with ambitions to reach a billion, positioning itself as a “Super App” that integrates centralized and decentralized financial services.
Yi He’s leadership is expected to drive innovation, leveraging her deep understanding of product development and user engagement. Binance’s strategy includes building partnerships with financial giants like BlackRock and Franklin Templeton, aiming to solidify its standing as a bridge between traditional finance and the burgeoning world of cryptocurrency. Despite the exchange’s impressive growth, the road ahead is filled with challenges, including navigating a complex regulatory landscape and addressing security concerns.
A significant achievement for Binance in the past year was blocking almost $7 billion in potential scams, underscoring its commitment to security. This proactive stance is essential as the crypto industry remains under scrutiny for safety and regulatory compliance. Binance’s ability to uphold high standards will be crucial if it is to achieve its ambitious user growth targets.
Yi He is also mindful of maintaining a clear separation between her personal and professional life, particularly concerning her relationship with Binance’s founder, Changpeng Zhao. She emphasizes that her contributions and leadership capabilities stand on their own merits, independent of her personal associations. This distinction is significant as it reinforces her message of professional identity based on expertise and performance rather than personal circumstances.
While Yi He’s approach focuses on professional growth through expertise, some argue that disregarding gender dynamics entirely might overlook the structural challenges women face. Critics suggest that a balanced approach, acknowledging both the need for professional excellence and the benefits of gender diversity, could foster a more inclusive environment. This perspective points out the value of diverse leadership in driving organizational success, as various studies have shown that companies with diverse leadership teams often outperform those without.
In the broader context, Yi He’s rise to co-CEO at Binance reflects a positive shift towards more inclusive leadership in tech. As the industry evolves, the inclusion of diverse voices will likely become even more critical. The tech sector, a pivotal force in the global economy, continues to grapple with diversity challenges, highlighting the importance of leaders like Yi He who advocate for competence, ambition, and equal opportunity.
Yi He’s journey and insights provide a blueprint for aspiring female leaders, emphasizing the importance of developing deep expertise and resilience. Her leadership at Binance is poised to inspire a new generation of women in technology, demonstrating that achieving excellence through capability and confidence is not just aspirational but achievable. As the crypto industry continues to grow and diversify, Yi He’s guidance could play a pivotal role in redefining leadership paradigms and encouraging more women to take the helm in tech and beyond.
