About Joe

The Origin Story

Founded in June 2021 by 0xMurloc and Cryptofish.
The origins of Joe were born from a blended desire, to create a unique and truly innovative trading platform that would resonate with the emerging superiority of the Avalanche blockchain, whilst also serving a global and burgeoning audience at the frontier of the decentralized finance industry.
Since launching, the platform has attracted over $1.5bn in assets and has gained backing from some of the most widely recognized investors in the industry.

Brand Values

What does the Joe brand stand for?
  • Community first approach
  • Innovation, speed, and safety
  • DeFi accessibility & freedom for all
The Core Brand Values
  • Provide a one-stop-shop DeFi experience, for everyone
  • Stay lean and agile, build with speed and never compromise on safety
  • Innovate at the frontier of DeFi and push boundaries for the betterment of the community

Brand Personality

Who is Joe?
  • A relatable brand, with a persona that emits a genuine sense of warmth
  • Community first focus with a light-hearted and fun nature
  • Joe is a central figure of the Community
  • Joe’s main tool is hard-work and innovation, he aims to provide new solutions and experiences. Pushing the frontier of the DeFi industry, for everyone

The Vision

Joe has set out to serve the community at the frontiers of DeFi by innovating, building fast and most importantly, building securely. The ultimate goal is to build a trading platform, that provides users with a true ‘one-stop-shop’ DeFi experience.
Come to the Joe platform and Swap, Stake, Farm, Lend, Borrow, and Leverage … Do it all under one roof. Users of the Platform will have the ability to immerse themselves into a fully integrated, highly accessible DeFi Trading Platform.