A New Player Enters the Arena
True Markets, a crypto startup backed by major fintech talent, officially launched TrueX, a Solana-centric trading platform aimed at redefining how retail and institutional users interact with digital assets.
The project is co-founded by Vishal Gupta, former head of exchange at Coinbase and ex-Goldman Sachs executive, alongside other veterans from the TradFi and crypto sectors.
What Is TrueX?
TrueX is a non-custodial crypto trading app built from the ground up to optimize for Solana-based tokens and applications. Unlike traditional exchanges that lean on Ethereum-heavy infrastructure, TrueX is:
•Solana-native: All core trading functions are executed on-chain
•Non-custodial: Users retain control of their assets at all times
•Mobile-first: App optimized for fast, intuitive trading across meme tokens, DeFi assets, and NFTs on Solana
It’s designed for speed, transparency, and maximum flexibility—fitting well with the rise of Solana’s degen culture and growing retail dominance.
Why Solana?
Gupta told Fortune that Solana’s speed and low fees make it the only serious blockchain for next-gen crypto apps targeting mass adoption. “If you’re building the next Robinhood for crypto, you can’t have $50 gas fees on a trade. Solana fixes that.”
TrueX is betting big on the idea that Solana’s ecosystem will be the default trading environment for everything from meme tokens to tokenized real-world assets.
Timing the Launch
The platform launches during a surge in Solana activity:
•Meme coins like $BONK, $DOGCOIN, and $TIME are dominating DEX volume
•New wallets on Solana hit record highs this month
•Solana’s TPS is outperforming all major competitors, including Layer 2 Ethereum solutions
TrueX is looking to ride that momentum with a product built natively for the Solana generation fast, mobile, decentralized.
Final Take
TrueX is not just another exchange it’s a bet that Solana will own the future of crypto trading.
With a battle-tested team from Coinbase and Goldman behind it, a mobile-first UX, and a non-custodial model, it could be the go-to venue for degen traders and serious funds alike.
Whether it replaces legacy players or just carves out the next niche, one thing is clear: Solana isn’t just about memes anymore it’s infrastructure.
