Exclusive: Binance CMO says crypto will be “omnipresent”

Binance, the largest crypto exchange in the world, just hit 325 million users, and their outgoing CMO thinks this is just the beginning.

"We sit at 325 million users and are growing, but we still only have 770 million, as per the latest research, users that are engaging in crypto," she said.Rachel Conlan joined TheStreet Roundtable at Consensus Miami to discuss the platform’s explosive growth since the passage of the GENIUS Act in July 2025. Since then, they have added 175 million users, nearly doubling their total user base in less than a year.

What’s driving growth?

Conlan credits this to Binance’s expanding product line, which now includes Binance Pay, tokenized equities, and interaction with decentralized finance (DeFi) apps.

In the past 24 months, Binance Pay has facilitated more than $232 billion in transactions according to Conlan.

Some of that volume has come from Roundtable’s own senior editor, Mehab Qureshi. In a visit to Bhutan in 2025, he showcased how even rural shops, surrounded by mountains and countryside, were using Binance Pay to pay for meals, hotels, transportation, and more.

Binance wants to be more than just a crypto exchange, with Conlan describing their vision for itself as a “financial super app.”

"I think the scale of our ambition is equivalent to what an Alipay or a WeChat did to the financial system in Asia,” she explained.

The goal is to become part of the "everyday fabric" of financial access, especially for people encountering financial tools for the first time.

Looking at growth between markets

As Binance is not available to US investors, Binance is focused on growth in other markets such as East Asia, the Middle East, and Latin America. Conlan pointed to the high adoption rates in places like Turkey, where high inflation has pushed adoption to around 1 in 3 citizens. In Latin America, workers send and receive remittances through Binance Pay.

In Asia, tokenized real-world assets (RWA) and access to 24/7 global markets have been a big driver of growth as well.

She also pointed to Binance’s community driven approach to platform development and how it separates it from traditional financial platforms.

"In traditional banking, they would launch the products and then ask for user feedback afterwards. For us, it's the community that is shifting the perception and driving what are those new innovations that are happening,” Conlan said.

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Looking forward

Binance's user base and transaction volume reflect a platform that has outgrown the "exchange" label.

The combination of its scale, regulatory tailwinds, localized products, and community-driven development set it apart from competitors in an increasingly crowded market.

As crypto continues to be adopted worldwide, Binance is positioned to dominate global markets, not just for crypto, but for all of your financial needs.