It is hard for a new business to gain users' trust. This becomes even harder when big exchanges such as mtgox failed. We believe transparency is the key to this problem. So we (
https://coinut.com) adopted the proof of reserve audit approach described in this article
https://iwilcox.me.uk/2014/proving-bitcoin-reserves, which generates verifiable audit results and has been adopted by a few big name exchanges such as Bitstamp and Bitfinex. We move this idea one step further. Instead of relying on a third party to verify that we have more bitcoins than users' total balance, we directly show how much bitcoin reserves we have and how much the total user balance is, and we do this weekly instead of yearly. This removes the necessity of the third party, which users may not trust, and also provide much better transparency to the users.
Disclosure of information has been adopted by many regulated financial companies, and thus its effectiveness and necessity have already been proven. We think the bitcoin community needs the same level of transparency, and this weekly audit may meet the needs well.
