Binance.US has set a goal of reclaiming 20% of the U.S. crypto trading market after two years of regulatory setbacks.
Summary
- Binance.US aims to reclaim 20% of the U.S. crypto trading market after two difficult years.
- Lower fees and liquidity incentives form the core of the exchange’s comeback strategy in America.
- New licenses could open derivatives, perpetual futures and prediction markets to Binance.US customers across America.
Chief executive Stephen Gregory said the exchange has restarted its growth strategy and plans to rebuild customers, trading activity and liquidity.
Gregory described the period as a two-year “hibernation” linked to regulatory pressure around the Binance brand. He said Binance.US remains a separate U.S.-only business with its own governance, although it shares a brand name and beneficial owner with Binance.com.
Binance.US sets a 20% market share target
In an interview published by CoinDesk, Gregory said Binance.US once controlled about 20% of the U.S. exchange market. The company wants to return to that level by attracting retail traders and improving prices through stronger order-book liquidity.
The target places Binance.US in closer competition with Coinbase and Kraken, which expanded their positions while the platform dealt with legal pressure and reduced services. Gregory said the exchange contacted its largest customers directly to ask what would bring them back.
Lower trading fees lead the liquidity push
Binance.US has made low fees a central part of its comeback plan. The exchange introduced 0% maker fees and taker fees of 0.02% or less across more than 250 spot trading pairs in April. Select pairs offer a 0.01% taker fee.
Gregory called the platform “essentially almost a no-fee exchange.” He said incentives and lower costs could encourage more orders, narrow spreads and improve trading conditions. As previously reported, Binance.US cut spot fees in April as it sought to challenge Coinbase and Kraken on price.
Derivatives and prediction markets remain on the roadmap
The exchange also plans to move beyond spot crypto trading. Gregory said Binance.US may seek licenses for derivatives, perpetual futures and prediction markets as U.S. agencies expand oversight of digital asset products.
Those products are not yet available through the platform, and their launch depends on regulatory approval. Binance.US lists spot trading, conversion, over-the-counter services and staking among its main products. The company also operates under state and federal registration requirements, with some services restricted by location.
Gregory said a broader product range could create new revenue sources as trading fees fall. He also identified custody as a possible source of income. The company has kept a lean workforce while rebuilding its offering.
Regulatory changes support the rebuilding effort
Stephen Gregory became Binance.US CEO on March 9, replacing Norman Reed, who stayed as an adviser.The company selected the compliance executive as it moved from stabilizing operations toward renewed growth.
Moreover, the regulatory backdrop has changed since the platform lost access to some banking services in 2023. Binance.US restored U.S. dollar deposits and withdrawals for most supported states in February 2025. The SEC later dismissed its civil lawsuit against Binance, Binance.US and founder Changpeng Zhao in May 2025.
The exchange still faces the task of rebuilding market depth and customer trust. Its official support pages show that some U.S. states remain unsupported or offer crypto-only services because approvals differ by location.
Gregory said Binance.US wants to bring more liquidity linked to the Binance brand to U.S. customers. “The best customer protection is competition,” he said. The 20% target depends on whether lower fees, new licenses and additional products can restore trading activity.
