ShapeShift AG, founded in July 2014 and based in Zug, Switzerland, operates a web and API platform that facilitates the conversion of Bitcoin and various altcoins with a focus on consumer protection and efficiency. The platform allows users to exchange a range of cryptocurrencies, including Litecoin, Peercoin, and Dogecoin, among others. In 2019, ShapeShift enhanced its services to enable users to self-custody their crypto assets, providing the capability to buy, sell, trade, track, send, and receive digital currencies without relying on third-party trust. Additionally, ShapeShift offers several tools and services such as the ShapeShift Lens Extension for payments, a mobile application for asset exchanges, and the Shifty Button for businesses to accept Bitcoin and other cryptocurrencies. The company also operates CoinCap.io, a real-time crypto market data service, and acquired the hardware wallet company KeepKey in 2017.