Yi He to Women: “No One Goes Easy on You in Business”

Yi He, who was named Binance co-CEO on Wednesday, offered blunt advice for women navigating the corporate world: drop the soft-skill crutches and build undeniable expertise.

Speaking to reporters in Dubai just hours after her appointment was announced at Binance Blockchain Week, Yi He reflected on what it takes for women to succeed in male-dominated industries.

Professional Excellence Over Gender Advantages

Her message cut against conventional wisdom about leveraging “feminine” strengths—and resonated with a career that took her from a rural village in Sichuan province to the top of the world’s largest crypto exchange.

“The biggest barrier for women isn’t which industry they’re in—it’s the mental ceiling they set for themselves,” Yi He said.

She cautioned against over-relying on perceived gender advantages such as communication skills or likability.

“When you lean on these soft skills, people respect your charm rather than your expertise. That ultimately undermines your professional credibility.”

Her message was unequivocal: in business competition, being female earns no leniency.

“It’s white knife in, red knife out,” she said, using a Chinese idiom for brutal competition. “Nobody slows down because you’re a woman. If anything, the attacks can be harsher.”

The key, she emphasized, is to become the absolute best in your field—whether in marketing, growth, or content—so that colleagues and competitors alike respect your professional capability above all else.

A Consistent Message on Female Leadership

Yi He’s remarks echo views she has expressed before. In a 2023 interview, she urged women to “forget your gender” and focus instead on becoming good business leaders. “Don’t focus on the fact that you’re a woman in a man’s world,” she said. “Never set a limit on yourself.”

Later that year, in another interview, she attributed the underrepresentation of women in leadership to societal expectations that discourage them from pursuing top positions. “Many women do not speak out or pursue leadership positions because they were not encouraged to do so by their families, schools, or friends,” she said at the time.

Her advice then, as now, centered on seizing opportunities proactively. “Women in tech or other new industries can be bolder and take more risks,” she noted. “They will never know what they can do unless they jump into it.”

Dual Leadership for Binance’s Next Chapter

Yi He’s appointment as co-CEO was announced by Richard Teng during his keynote at Binance Blockchain Week, where the co-CEOs outlined an ambitious roadmap for the exchange. The dual leadership structure pairs Yi He’s product innovation expertise with Teng’s background in regulated financial markets.

Teng called her promotion “a natural progression,” highlighting her role in shaping Binance’s user-first culture since its 2017 founding. The exchange now approaches 300 million users and has set a target of one billion.

When asked about the potential influence of the founder and her partner in a long-term relationship, Changpeng Zhao, Yi He drew a clear line:

“My personal life is independent from my professional life. My achievements and capabilities as cofounder are often overlooked with my personal life in question. Binance has nearly 300 million users who trust us for upholding our core values—looking after their interests, protections, and 1:1 backing for every user asset.”

The exchange now approaches 300 million users and has set a long-term target of one billion. Teng said Binance aims to become a “Super App” bridging centralized and decentralized finance. The company is also deepening partnerships with major institutions, including BlackRock and Franklin Templeton. On the compliance front, Binance blocked nearly $7 billion in potential scams in 2025. It continues to pursue regulatory approvals worldwide.