Binance.US Eyes Market Comeback With Near Zero-Fee Trading and New Crypto Products

Binance.US is positioning itself for a major comeback in the U.S. cryptocurrency market after emerging from what CEO Stephen Gregory described as a two-year period of limited growth caused by regulatory challenges tied to the broader Binance brand.

Speaking about the company's strategy, Gregory emphasized that Binance.US operates as an independent U.S.-focused exchange with its own governance structure. While it shares the Binance name and a common beneficial owner with Binance.com, he said the platform is licensed exclusively to serve U.S. customers and remains focused on expanding its domestic presence.

Gregory noted that Binance.US previously controlled about 20% of the U.S. crypto exchange market and aims to regain that position by offering competitive pricing and a broader range of digital asset services. The exchange is targeting rivals such as Coinbase and Kraken by significantly lowering trading costs. According to Gregory, Binance.US now offers 0% maker fees and taker fees of just two basis points, making it one of the lowest-cost crypto trading platforms in the country.

To support its growth strategy, the company has maintained a lean operating model while seeking additional revenue from services such as crypto custody. Gregory also said Binance.US is actively rebuilding market liquidity through customer incentives and direct engagement with retail traders, including personally reaching out to some of its largest users for feedback.

Looking ahead, Gregory believes improving regulatory conditions in the United States could create opportunities for Binance.US to expand beyond spot cryptocurrency trading. The exchange plans to pursue additional licenses that would allow it to introduce products such as crypto derivatives, perpetual futures and prediction markets.

He added that increased oversight from U.S. regulators could ultimately support a broader range of compliant crypto products. Gregory said Binance.US also intends to leverage the Binance brand's global liquidity to deliver better pricing, deeper markets and stronger competition for American crypto investors.