Binance is targeting a "financial super app" status, integrating crypto trading, stock investing, payments, and banking-like services, with an aim to expand its user base to 3 billion.

Binance’s Head of Trading and Trading Business, Shunyet Jan, stated that future competition among financial platforms will no longer be limited to crypto asset trading, but will focus on integrating services such as investment, payments, lending, and asset management to build a comprehensive financial ecosystem covering both traditional finance and crypto markets. Jan, who has approximately 30 years of work experience at Goldman Sachs, Morgan Stanley, and JPMorgan, believes traditional finance holds advantages in regulation, risk management, and functional segregation, while the crypto industry is more competitive in 24/7 trading, fast settlement, and openness. He noted that the two sectors will accelerate integration in the future. Binance aims to let users leverage the financial value of their underlying assets without selling them, via features including unified accounts, cross-asset margin, tokenized assets, and stablecoin payments, and is exploring using AI to simplify asset selection and risk management. Jan revealed Binance currently has over 300 million users, most of whom come from emerging markets; around 90% of its users for direct stock and tokenized stock products are from emerging markets. He added that Binance’s long-term goal is to expand its user base from 300 million to 3 billion, and become a financial infrastructure accessible to more people.