Binance.US Targets 20% Market Share in Aggressive Comeback

The exchange’s recovery plan rests on a aggressive pricing model and a push into new financial products. By offering near-zero fees—specifically 0% maker fees and taker fees as low as 0.01%—the platform aims to drive order-book liquidity and narrow spreads. Gregory characterized the current fee structure as essentially cost-free for users, a move designed to lure retail traders back to the platform following years of legal headwinds.

Beyond spot trading, the company is eyeing expansion into derivatives, perpetual futures, and prediction markets. These offerings remain contingent on securing specific regulatory approvals, as the firm navigates a landscape where oversight of digital assets remains fragmented by state and federal requirements. Meanwhile, the company has stabilized its core infrastructure, successfully restoring U.S. dollar deposits and withdrawals earlier in 2025 following the dismissal of the SEC’s civil lawsuit against the exchange and its founder, Changpeng Zhao.

Despite these milestones, the firm faces the challenge of reclaiming lost ground. While the exchange has maintained a lean workforce, it must now reconcile its goal of increased market depth with the reality that some services remain restricted in specific U.S. states. Gregory, who stepped into the CEO role in March 2026, views the current regulatory climate as more conducive to growth than the previous era of banking isolation. The success of this resurgence will ultimately depend on whether the combination of reduced costs and a broader product roadmap can effectively restore institutional and retail trust.