ETHzilla Rebrands as Forum Markets, Targets Institutional Onchain Infrastructure
Effective March 2, 2026, ETHzilla Corporation will rebrand as Forum Markets Inc., doing business as Forum. The change marks a deliberate pivot away from an Ethereum-based treasury strategy toward operating as a provider of functional blockchain infrastructure for institutional clients. Company leadership framed the move as a response to recent treasury volatility and institutional divestments, aiming to convert balance-sheet exposure into predictable, service-driven revenue.
The rebrand matters because it reframes the firm from a treasury-heavy crypto player to a market infrastructure participant focused on onchain tooling, connectivity, and institutional workflows. That positioning could make Forum a more attractive counterparty for banks, asset managers, and custody providers seeking reduced exposure to volatile token holdings. Execution and product rollout will determine whether the new identity translates into stable growth, but the shift signals a broader industry trend toward infrastructure-first strategies for institutional crypto adoption.