Binance is working to transform from a cryptocurrency exchange into a financial super app that combines payments, stablecoins, stocks and other investment products. The strategy, outlined by the exchange's head of spot trading and derivatives Shunyet Jan, aims to capture a larger share of the global financial services market beyond digital asset trading.
Stablecoins drive payment expansion
Jan said growing stablecoin use for payments and transfers is pushing Binance deeper into payment services, particularly in emerging markets. Stablecoins have evolved beyond their original role as trading assets, enabling cross-border payments and access to dollar-based digital assets. Binance Research reported that Binance Pay now reaches over 21 million merchants and integrates with local payment systems like Brazil's Pix. The exchange also launched a Mastercard-linked crypto card in selected CIS markets in February, allowing users to spend cryptocurrencies through automatic conversion at checkout.
Stocks and tokenized equities added
Binance has expanded beyond crypto by offering access to more than 7,000 US stocks and ETFs for eligible users outside the United States since June. Users can buy fractional shares using stablecoins such as USDT and USDC, directly connecting stablecoin balances to traditional investments. The exchange reported that direct stock positions reached $1 billion in assets within about 30 days, with nearly $3 billion in cumulative trading volume. Over 73% of first-month trading volume came from emerging markets. Additionally, Binance launched bStocks, tokenized versions of equities like Nvidia, Tesla and Circle, which trade around the clock and can be moved to self-custody wallets. bStocks passed $100 million in assets within 15 days, with 47% of trading volume occurring outside US market hours.
Emerging markets as key focus
Jan emphasized that demand for broader financial services is especially strong in emerging economies, where access to foreign investments and traditional banking is limited. Binance sees its existing crypto infrastructure as a way to connect these users with payment and investment products. Binance Research estimated that crypto exchanges could bring nearly 300 million new investors and about $2 trillion into global equity markets by 2031, with stablecoin settlement helping to overcome high costs and limited access to overseas markets. Binance is not alone in pursuing the super app model; Coinbase has also outlined a similar strategy combining trading, lending and payments. Binance's approach now centers on linking its large trading business with stablecoin payments, traditional assets and onchain products within one platform.