Binance US CEO Stephen Gregory recently announced ambitious plans to increase the company's market share in the United States to 20%. To achieve this goal, the exchange intends to aggressively attract retail traders by offering near-zero trading fees and introducing a range of new financial products. At the same time, the company's leadership once again emphatically stressed the complete organizational and operational independence of the American division from the global Binance exchange. According to Gregory, although the companies share a brand and a single beneficial owner, Binance US is strictly an American company designed to serve only local clients in full compliance with national laws, and all past regulatory complexities related to investigations against the global platform are now in the past.

Addressing questions about how the business model can remain profitable with such low fees, Gregory pointed to the company's well-optimized cost structure and the presence of alternative revenue streams. He identified the ability to bring the massive volume of liquidity and capital that the global exchange has successfully concentrated outside the United States into the American market as Binance US's key competitive advantage, since both retail and institutional traders primarily seek deep liquidity. Furthermore, the company is seriously pursuing a trust bank charter from the Office of the Comptroller of the Currency (OCC), which would be a crucial step in building trust with traditional financial institutions. Gregory himself views the current state of the crypto market as "healthy" and closer to a bottom, considering this phase the ideal time for strategic expansion.

Nevertheless, the path to leadership for Binance US requires overcoming a complex historical background and current market realities. In June 2023, the US Department of Justice launched an investigation into the parent company over allegations of sanctions violations and a lack of anti-money laundering measures, which concluded in November of that year with a $4.3 billion settlement and the resignation of founder Changpeng Zhao. Despite a lawsuit from the Securities and Exchange Commission (SEC), no violations were found in the operations of the American branch itself. According to data as of the end of June 2026, Coinbase remains the market leader with a 35.32% share, followed by Crypto com and Kraken. Additionally, the company continues to face intense political scrutiny due to the listing of the USD1 stablecoin, which is linked to the US President's family, although Binance US categorically denies any political subtext in this decision.

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The material is prepared solely for informational purposes and does not constitute a financial advice or recommendation.