How KuCoin Quadrupled Global Content at Crypto Speed and Saved Over $500K
In just four years, KuCoin increased multilingual content output by 400%, expanded from 16 to 23 languages, and reduced translation costs by over $500,000 annually. On-time delivery improved by 111%, urgent content turnaround dropped to under one hour, and user satisfaction with localized content rose from 72% to 86%. This transformation was achieved by combining automation, AI, and analytics through the Phrase Platform without adding headcount.
KuCoinis one of the world’s leading cryptocurrency platforms, with more than 40 million users in 200 countries and regions. Operating in a fast-moving market, KuCoin’s reputation depends on delivering clear, consistent, and compliant communications to users around the world. From product updates to help center content, every message needs to reinforce trust and provide a seamless experience in every language.
As KuCoin’s customer base expanded and its communications grew in volume and complexity, the company needed more than translation. It required a scalable global content framework that could support its diverse customer base reliably, cost-effectively, and at the speed of its growing community.
CHALLENGE
Scaling time-sensitive content globally
KuCoin’s global content operations were disjointed and manual. Teams relied on Google Sheets, creating potential for errors, inefficiencies, and inconsistent quality. A small internal team, in partnership with 50+ freelancers, managed content across 16 languages. They are responsible for everything from operational announcements and marketing content to in-app messages and help center articles.
Urgent multilingual communications, especially time-sensitive announcements, were an ongoing challenge. Automated workflows frequently mishandled time and date formatting, creating an ongoing need for extensive human post-editing.
As content volumes grew, so did the need for a centralized automated system the team could trust.
The limitations of the legacy approach were clear. Managing multiple languages and large volumes of essential communications through manual processes was unsustainable. The team needed to improve quality, gain efficiency, and reduce costs.
“We needed a scalable platform to get content out faster and with greater accuracy. Speed is one of our biggest KPIs and our existing approach just couldn’t keep up.”
Adam Yuan, Head of Localization, KuCoin
SOLUTION
Automation, AI, and a smarter workflow
KuCoin adopted Phrase to centralize, accelerate, and scale its global content operations. Initially seeking a centralized platform for multilingual content creation, management, and collaboration. This evolved into a system that combined automation, AI, and analytics to improve quality, reduce turnaround times, and cut costs.
Key elements of the transformation:
Scalable multilingual content with the Phrase Platform: Integration of the Phrase language technology platform with KuCoin’s internal CMS allowed operational announcements, help center articles, and marketing updates to flow directly into structured workflows. With Phrase API handling 90% of requests, project creation, assignment, and delivery are now automated.
AI-powered efficiency with Phrase Language AI: Using Phrase NextMT and Phrase NextGen MT, KuCoin automated about 75% of multilingual content work, including high-volume repetitive operational content. The use of advanced machine translation (MT), streamlined workflows and accelerated multilingual content creation and delivery.
“Phrase NextGen MT, powered by the latest GPT model, is the best MT engine we’ve seen in the past year, especially for Asian languages,” Adam advised.
Faster delivery with Phrase Orchestrator: Automated routing between AI and human workflows helped KuCoin reduce manual effort, speed up delivery, and maintain quality across its 24/7 operation.
Significant cost savings with Advanced Analytics: By shifting from paying linguists based on gross word counts to net new word counts, the company saves over $500,000 annually through data driven insights.
Local time zone precision with Auto Adapt: KuCoin tested Auto Adapt to help resolve a persistent pain point: localizing time zones for announcements. By pairing Phrase NextMT with Auto Adapt, KuCoin achieved 100% accuracy in time zone localization, eliminating the need for manual review on urgent projects.
“Auto Adapt perfectly resolved the time zone issue. It’s an amazing feature,” Adam highlighted.
“Advanced Analytics is the best investment we’ve ever made on any tool. It saves KuCoin around $500,000 a year. That’s not insignificant!”
Adam Yuan, Head of Localization, KuCoin
STATS & FACTS
Small team, big impact
111%
Improvement in on-time delivery
$500K+
Annual savings from Advanced Analytics insights
400%
Increase in content volumes
“Phrase is the most responsive language technology provider I’ve ever used. If we request a feature or report the team listens. Phrase stands out as it’s browser-based, lightweight, and allows multiple linguists to collaborate easily. But what really sets it apart is how quickly the team acts on feedback. That’s not something we’ve experienced with other providers. That’s a big advantage for us.”
Adam Yuan, Head of Localization, KuCoin
WHY PHRASE
A scalable, flexible partner focused on customer needs
For KuCoin, solving multilingual content challenges was about more than choosing a platform. The company selected Phrase for its scalability, flexibility, and responsiveness.
When KuCoin first onboarded Phrase, the priority was quality. Built-in QA tools, structured workflows, and reliable review steps replaced error-prone spreadsheets, bringing greater consistency to every piece of content across all languages.
With quality stabilized, the focus shifted to efficiency. API integrations and automation streamlined project creation, assignment, and delivery, reducing manual work and freeing the team to handle a growing volume of content.
Today, with quality and efficiency in place, KuCoin is optimizing costs. Advanced Analytics was a turning point, enabling the shift from gross word-based payments to Net Edit Rate (NER) models. In addition the use of Phrase Language AI reduced costs for urgent jobs. Together, these capabilities are helping the team to operate more strategically while continuing to meet the needs of KuCoin’s global audience.
THE IMPACT
Faster delivery, lower costs, greater accuracy
Phrase has helped KuCoin transform its global content operations and deliver tangible benefits to the business. These include:
Significant cost savings through Advanced Analytics
By shifting from paying on gross word counts to net new words, KuCoin eliminated the payment of duplicate content. This change, powered by Phrase’s Advanced Analytics, delivers more than $500,000 in annual savings.
Four‑fold increase in content volume managed
Since adopting Phrase, KuCoin’s global content operations have scaled dramatically. In four years, the volume of managed content has increased 400%, with the team expanding its scope from 16 to 23 languages.
Operational reliability
Testing AutoAdapt, KuCoin reached 100% accuracy in time zone localization, completely eliminated the need for human post-editing on urgent jobs, and significantly reduced turnaround time, delivering fast-turnaround projects in under an hour. This shift reduced cost per word from $0.08 to $0.025, saving an estimated $95,000 annually on urgent jobs alone.
Quality, efficiency, and savings with AutoAdapt
On-time delivery rates rose from 45% to 95% (111% increase), ensuring global teams receive information when they need it.
Improved user satisfaction with localized content
As of last year, KuCoin’s user satisfaction score for localized content has risen from 72% to 86%.
Quality and consistency
Built-in QA and automation reduced critical errors like numeric or tag mismatches, which were common in earlier manual workflows.
“The direction is clear: There’s no turning back from AI. Phrase has helped us automate at scale without sacrificing control. Our priority now is continuing to improve quality and drive even further efficiency ”
Adam Yuan, Head of Localization, KuCoin
CONCLUSION
Continuing to optimize for speed, quality, and scale
With 75% of KuCoin’s content now translated using AI, the focus is on optimizing quality at scale. The team is building orchestrated workflows to automate AI vs. human routing and exploring new Phrase capabilities like “AI Agents” to further refine tone, context, and accuracy.
For a business operating at crypto speed, KuCoin can’t afford inefficiency or compromise. Phrase has helped us build a scalable, intelligent multilingual content engine that supports growth, drives down cost, and keeps us ahead in a 24/7 global market. It’s become more than just a language technology platform. It’s now part of how we stay competitive.
Adam Yuan
Head of Localization, KuCoin
Ready to get started?
Reach a wider audience and build deeper connections today.
