Binance.US is exiting a two-year regulatory "hibernation" and chasing a return to 20% of the U.S. market. CEO Stephen Gregory is leading with near-zero fees — 0% for makers and 2 basis points for takers — and plans to expand beyond spot trading if new licenses arrive.
Binance.US wants back the roughly 20% of American crypto trading it once held before a two-year slump tied to the regulatory troubles of the broader Binance brand hollowed out its business. CEO Stephen Gregory laid out the comeback plan in a recent interview, and the exchange is now focused squarely on winning that share back.
Near-zero fees are the opening move
Price leads the pitch. According to Bitcoin News, Gregory said: "We're essentially almost a no-fee exchange," pointing to 0% maker fees and taker fees of just 2 basis points, a fraction of what larger rivals such as Coinbase and Kraken charge on comparable trades. The company plans to keep its team lean and generate revenue from services such as custody alongside trading.
The rebuild will be hands-on. Gregory, a compliance veteran appointed to the top job in March, described restoring liquidity through incentives and direct outreach, including personally contacting the exchange's top users for feedback.
A separate company that shares a name
Gregory keeps stressing that Binance.US is licensed to serve only U.S. customers and runs as a separate U.S.-only entity with its own governance, though it shares a beneficial owner and brand name with Binance.com. That distinction matters as the exchange courts American traders who fled when the global brand's legal battles made the U.S. affiliate radioactive by association.
The parent brand, meanwhile, marked its ninth anniversary earlier today, with co-founder Changpeng Zhao thanking users and looking ahead to the next 90 years. Binance's global arm has also been talking up tokenization as the industry's next defining stretch, underscoring how differently the two businesses are positioned: one chasing new frontiers, the other rebuilding at home.
The open question on market share
Gregory believes a more favorable U.S. regulatory environment could let Binance.US expand beyond spot trading, and the company expects to pursue additional licenses enabling derivatives, perpetual futures, and prediction markets. Congress is simultaneously weighing the CLARITY Act, legislation that would clarify which regulators oversee digital asset trading.
But whether Binance.US can convert near-zero fees into durable market share remains open. Coinbase retains a commanding lead in U.S. spot trading while Kraken keeps expanding, and the no-fee economics only work if custody and other services pick up the slack.
Source: Bitcoin News
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