Binance.US targets return to 20% U.S. crypto market share

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Binance.US targets U.S. share

Highlights

Binance.US is aggressively aiming to regain its prior 20% U.S. crypto exchange market share after a two-year pause due to regulatory challenges.
To compete with Coinbase and Kraken, Binance.US has nearly eliminated fees, offering 0% maker fees and 2-basis-point taker fees, while focusing on expanding its product line and custody services.
Binance.US plans to seek licenses for derivatives, perpetual futures, and prediction markets, contingent on favorable changes in the U.S. regulatory environment.

Rebuilding strategy centers on fees and liquidity

As reported by CoinDesk, Binance.US Chief Executive Stephen Gregory says the exchange is focused on growth after what he describes as a two-year hibernation tied to regulatory issues surrounding the broader Binance brand.

Gregory says Binance.US is a separate U.S.-only entity with its own governance structure, although it shares a common beneficial owner and brand name with Binance.com. He says the exchange is now licensed exclusively to serve U.S. customers and is working to regain the roughly 20% share of the U.S. crypto exchange market it previously held.

The company is competing with platforms such as Coinbase and Kraken by stressing lower trading costs and a wider product lineup. Gregory says Binance.US has cut fees to almost zero, with 0% maker fees and 2-basis-point taker fees, while keeping its operating model lean and looking to services such as custody as an additional revenue source.

Regulatory outlook shapes product expansion plans

Gregory says Binance.US is also trying to rebuild liquidity through incentives and direct outreach to retail users, including personally contacting some of its top customers for feedback. He adds that stronger liquidity tied to the Binance brand could help improve pricing and competition for U.S. users.

At the same time, the exchange is looking beyond spot trading if the regulatory climate becomes more supportive. Gregory says Binance.US expects to seek additional licenses that could allow it to offer derivatives, perpetual futures and prediction markets, as federal agencies expand crypto oversight in ways he believes may support broader product offerings.

In our earlier analysis of Bakkt (BKKT), we highlighted how the stock remained under heavy selling pressure, trading below key moving averages and showing bearish momentum across multiple indicators. The outlook pointed to limited rebound potential unless BKKT could reclaim resistance near $8.35, with $7.54 flagged as a critical support level where renewed selling could accelerate.

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