Binance.US CEO announces rebuilding strategy targeting 20% U.S. market share after regulatory setbacks

Binance.US CEO Stephen Gregory outlined a rebuilding strategy targeting a return to the exchange's former 20% share of the U.S. cryptocurrency market in a July 13, 2026 CoinDesk interview. The strategy rests on ultra-low fees — 0% maker and 0.02% taker — a lean operating structure, and custody services as a supplementary revenue stream. Gregory said he has been personally reaching out to the exchange's top users to rebuild liquidity and cited a more favorable U.S. regulatory environment as enabling expansion into derivatives, perpetual futures, and prediction markets via additional licenses. Binance.US is a separate, U.S.-licensed entity that shares a common beneficial owner and brand with the global Binance exchange, and previously held approximately 20% of the U.S. market before a roughly two-year period of regulatory disruption that included an SEC civil lawsuit and the loss of banking relationships.

Binance.US market share recovery

• ▪Binance.US Chief Executive Officer Stephen Gregory announced on July 13, 2026, that the exchange is targeting a return to its historical 20% share of the United States cryptocurrency market.
• ▪Stephen Gregory assumed the role of Binance.US Chief Executive Officer on March 9, 2026, succeeding Norman Reed, who transitioned to an advisory capacity.

SEC lawsuit regulatory impact

• ▪Binance.US reinstated fiat currency deposit and withdrawal capabilities for most supported jurisdictions in February 2025 after losing banking relationships in 2023.
• ▪The Securities and Exchange Commission discontinued its civil action against Binance, Binance.US, and founder Changpeng Zhao in May 2025.

Zero-fee competitive pricing strategy

• ▪Binance.US plans to generate supplementary revenue from digital asset custody and other services while maintaining a lean operating structure with a small team.
• ▪Binance.US implemented a fee structure charging 0% maker fees and 0.02% (or 2 basis points) taker fees on spot trading pairs to compete with Coinbase and Kraken.

Derivatives perpetuals product expansion

• ▪Binance.US intends to leverage liquidity tied to the global Binance brand to improve pricing and competitiveness for United States customers.
• ▪Binance.US plans to pursue additional regulatory licenses to expand its product offerings into derivatives, perpetual futures contracts, and prediction markets.