Binance will measure its marketing effectiveness by whether users remain active on the platform, interim chief marketing officer Eowyn Chen said in an interview with Blockhead. Chen described the exchange as moving toward “a global, multi-asset financial platform for a wider part of people’s lives” with a 2030 horizon, and argued that marketing at that stage is about translation: explaining what is changing, why it matters, and what it means for users.
Chen joined Binance in 2018 and previously led Trust Wallet. She took over marketing after Rachel Conlan departed in June. She cited Trust Wallet’s growth from 40 million to 230 million users on roughly $20,000 a month in marketing spend as a model, saying “the product is the one; paid marketing adds the zeros behind it.” She said weak markets force teams to get fundamentals right and highlighted Binance Academy, local educators, and clear explanations of fees and risks as spending priorities.
Chen identified retention as the core metric, with trust as the ultimate objective. She pointed to bStocks, Binance’s tokenized equities product launched in June, where she said 76% of Gen Z accounts are net accumulators. According to Chen, the tokenized stock market has surpassed $3 billion, bStocks accounts for about one quarter, and $1.5 billion in bStocks trading occurred outside US market hours. Around 80% of users are in emerging markets, 93% of trades are fractional, and the median trade is $18.81. She also highlighted Lite Loan, letting users borrow stablecoins against BTC without selling, while warning that liquidation risks must be clearly explained.
Separate aggregated data from NOWPayments shows the stablecoin partner mix shifting toward operational business use. Between January 16 and July 16, 2026, SaaS and web services were 27.78% of classified partners and eCommerce marketplaces 27.76%, giving a combined 55.54% share, up from 48.26% a year earlier. Trading fell from 14.07% to 13.15%. Within eCommerce, USDT on TRON represented 54.58% of the measured successful-payment sample, compared with 12.04% in trading and 9.60% in SaaS and web services.
NOWPayments commercial director Kate Lifshits said companies should define billing, checkout, settlement, payouts, and reconciliation workflows before choosing a coin and network: “The mistake is asking which stablecoin is best. The better question is: best for what?” The findings describe partner distribution within NOWPayments, not market-wide payment volume.
