In 2020, the team behind Fortmatic Wallet announced a significant rebrand: the product would henceforth be known as Magic, operated by Magic Labs, Inc. The core technology, security architecture, and developer SDK remained intact, but the brand, marketing, and product roadmap evolved considerably.
Why Did Fortmatic Rebrand?
The rebrand to Magic reflected a broader vision beyond just being a crypto wallet. The Fortmatic team recognized that their core innovation — seamless, passwordless authentication backed by Hardware Security Modules — had applications well beyond Ethereum dApps. Under the Magic brand, the product positioned itself as a universal authentication and wallet SDK for Web2 and Web3 developers alike.
What Changed for Users
For existing Fortmatic Wallet users, the day-to-day experience remained largely unchanged. Authentication via email or phone continued to function identically. Ethereum addresses did not change. Existing dApp integrations using the Fortmatic SDK continued to work, as Magic maintained backward compatibility.
The primary changes were in branding — the login prompt showing "Fortmatic" was updated to display "Magic" — and in the support documentation, which migrated from docs.fortmatic.com to docs.magic.link.
Magic Wallet Services
Under the Magic brand, the team introduced Magic Wallet Services, a suite of white-label, non-custodial embedded wallet tools. These allow Web2 businesses to give their existing customers their first Web3 wallets without redirecting users to external wallet providers. The wallets are embedded directly within the host application's domain.
Expanded Authentication Options
Magic expanded authentication well beyond email OTP. The platform now supports social logins (Google, Twitter, Discord), SMS OTP, WebAuthn passkeys, and enterprise Single Sign-On (SSO) — all mapped to a non-custodial Ethereum wallet. This positions Magic as a comprehensive identity and wallet layer for any application, crypto-native or not.
Is Formatic Still the Right Search Term?
Yes. Many users still search for "formatic wallet" or "fortmatic wallet" based on earlier integrations they encountered on OpenSea, Airswap, or other platforms. The underlying technology is the same, now marketed as Magic. If you are a developer looking for the SDK previously known as Fortmatic, it is available at magic.link.