Episode #140: Binance's Path to One Billion Users with Rachel Conlan

Binance's Chief Marketing Officer discusses how the world's largest exchange plans to reach ONE BILLION users worldwide

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?? Also, if you haven't already be sure to check out Merge Buenos Aires, which takes place March 24-26 in the Argentine capital. The conference is an exciting opportunity to connect Europe and Latin America through Web3 and will provide a great pulse check on crypto adoption in the region. I'll be attending and I hope to see some of you there as well

Olá pessoal!

For today's podcast episode I’m joined by Rachel Conlan , Chief Marketing Officer at Binance, to discuss the exchange's remarkable growth and its strategic focus on Latin America.

With over 20 years of marketing experience in advertising and entertainment, Rachel provides discusses how Binance has expanded to 250 million users globally while navigating regulatory challenges and a leadership transition.

Her core objective now is to bring one billion total users onto the world’s largest crypto exchange.

Key Takeaways:

• Latin America leads global adoption: Binance’s user growth in Latin America grew an impressive 63% over the last year, significantly outpacing the global average of 56%
• Community-first approach: Binance's marketing strategy revolves around education, transparency, and building meaningful connections through social platforms and in-person events.
• Brazil as a crypto innovation hub: Brazilian users are among the most sophisticated, with high adoption rates of Binance products like Copy Trading, Earn, and Launchpool.
• The power of education: In 2024, over 43 million people participated in Binance Academy courses, demonstrating the platform's commitment to crypto education.
• Value-driven leadership transition: The successful transition from founder Changpeng Zhao to Richard Teng has been enabled by strong organizational values and a user-centric culture.

Rachel describes Latin America as a testing ground for Binance's global strategy, noting that the region showcases "every type of use case for crypto" – from institutional adoption in Mexico to wealth preservation in Argentina. This diversity allows Binance to trial various approaches that can later be implemented in other markets.

The conversation also touches on the changing perception of cryptocurrency, with Rachel highlighting 2024 as a "watershed year" following ETF approvals and increased institutional investment that has shifted the narrative from negative to optimistic.

For those curious about entering the crypto space, Rachel emphasizes that "it's still early" and encourages newcomers to attend industry events and participate in communities. She also invites users to provide feedback through Binance's platforms to help strengthen the industry as it works toward the ambitious goal of reaching one billion users.

You can connect with Rachel on X/Twitter and Linkedin

Have a great day everyone!

-AWS

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Binance is the largest platform for trading of digital assets. With over 250 million users around the world, the exchange offers over 350 trading pairs, best-in-class products and services for investors, and advanced tools for institutions players.

Binance currently holds over US$ 160 billion in user assets under custody and reached a cumulative historical trading volume of $100 trillion in 2024, showcasing the trust placed in it by users worldwide.

With user-focus at the core of its DNA, Binance continuously invests to increase usability, bring new features and deepen security.

Liquidity matters. Security is non-negotiable. Join Binance Now

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