Binance.US bets low fees and regulated products to win back customers

Binance.US is trying to rebuild after a two-year downturn tied to regulatory fallout around the broader Binance brand, with CEO Stephen Gregory targeting a return to roughly 20% of the U.S. crypto trading market. Gregory said the exchange once held about that share and is now trying to win users back from rivals including Coinbase and Kraken through near-zero trading fees, renewed liquidity efforts and, eventually, a broader regulated product lineup. Gregory described the past two years as a period of “hibernation” and said Binance.US is rebuilding as a separate U.S.-regulated entity with its own governance structure and licenses dedicated exclusively to American customers, even though it shares the Binance brand and a common beneficial owner with Binance.com. He also pointed to greater transparency efforts, including Binance.US joining the Blockworks Transparency Alliance in May alongside Coinbase, Kraken and more than 40 crypto firms. The initiative uses the Token Transparency Framework to standardize project disclosures for investors. The company has cut maker fees to 0% and taker fees to 2 basis points, which Gregory described as making Binance.US “essentially almost a no-fee exchange.” He said the exchange plans to keep costs low with a lean operating structure while supplementing trading revenue with services such as digital asset custody. Gregory also said the rebuild includes direct outreach to large retail users, incentives aimed at restoring order-book depth and draft applications to enter regulated derivatives, perpetual futures contracts and prediction markets if the U.S. regulatory environment becomes favorable.