Binance.US CEO aims for 20% market share as exchange rebuilds

Binance.US CEO Stephen Gregory has stated that the cryptocurrency exchange is actively rebuilding and aims to reclaim its previous position of holding approximately 20% of the U.S. market share. Gregory described the past two years as a "hibernation" period for the exchange, largely influenced by regulatory scrutiny surrounding the broader Binance brand.

Gregory emphasized that Binance.US operates as a distinct U.S.-only entity with its own governance structure, despite sharing a common beneficial owner and brand name with Binance.com. The exchange is now licensed exclusively to serve U.S. customers.

To compete with rivals like Coinbase and Kraken, Binance.US is focusing on lower trading costs and an expanded product lineup. Gregory highlighted reduced fees, noting "essentially almost a no-fee exchange" with 0% maker fees and 2-basis-point taker fees. The company has maintained low operational costs through a lean team and plans to generate revenue from services such as custody alongside trading.

Liquidity is being rebuilt through customer incentives and direct outreach, including personal contact with top users for feedback. Gregory suggested that a more favorable U.S. regulatory environment could enable Binance.US to move beyond spot trading and pursue additional licenses for products like derivatives, perpetual futures, and prediction markets. He believes federal agencies are increasing their crypto oversight in ways that could support broader product offerings, aiming to bring the liquidity associated with the Binance brand to U.S. customers to enhance pricing and competition.