Exchanges talk about trust constantly now. Some mean it. Most just update their slogans and hope nobody notices.
KuCoin Managing Director Alicia Kao sees the problem clearly. Her exchange built its reputation serving retail traders who wanted access to hundreds of altcoins. Now institutions want in. Plus, regulators demand stricter controls. Meanwhile, users still expect the same token variety that made KuCoin famous.
That creates an impossible balance. But Kao believes KuCoin can maintain it.
The Slogan Changed Because the Market Did
KuCoin recently introduced a new brand message: “Trust First. Trade Next.” It also calls itself “The Exchange You Can Trust.”
Those aren’t just marketing phrases. They reflect how the industry shifted. Institutions now control massive capital flows. They won’t trade on platforms without enterprise-grade security and regulatory compliance. But retail traders made KuCoin successful. So the exchange can’t abandon them.
Kao explained the approach simply. “We don’t prefer institutions or retail. Both are important for us.”
However, serving both groups requires different infrastructure. Retail users want simple interfaces and AI trading bots. Institutions need customized execution tools, deeper liquidity pools, and third-party custody options.
KuCoin developed an Off-Exchange Settlement framework to address institutional needs. It lets firms keep assets with external custodians while accessing KuCoin’s liquidity across spot, margin, options, and futures markets. The exchange is also exploring real-world asset tokenization to connect traditional finance with blockchain infrastructure.
Still, those additions don’t help retail users directly. So KuCoin continues focusing on education and simplified trading tools. The goal is making both segments feel served without alienating either.
AI Finally Has Enough Data to Matter
Kao has watched AI promises come and go in crypto for years. Most implementations felt like experiments with limited real-world value. That’s changing now.
“We’ve been launching our trading bot for a couple of years. But now, we are able to re-architect our trading bot with AI because we have more data and information, and we have more mature models to help us shape the trading bot,” she said.
The difference isn’t just better algorithms. It’s the volume of behavioral data exchanges now collect. KuCoin has years of trading patterns, user preferences, and market reactions stored. Modern AI models can process that information in ways older systems couldn’t.
User behavior shifted too. Many traders now prioritize earning yields over active speculation. “As long as we can offer different options to let users earn more of their crypto assets, then I think it’s all about earning,” Kao noted.
That creates opportunities for AI-driven products that optimize staking, structured products, and automated yield strategies. But it also raises questions about transparency. Users need to understand what these bots actually do with their funds. Otherwise, “AI-powered” just becomes another empty buzzword.
Altcoin Listings Got Complicated Fast
KuCoin built its reputation by listing tokens other exchanges ignored. That made it an altcoin haven for traders chasing early-stage projects. But regulatory scrutiny made that strategy riskier.
Kao acknowledged the challenge directly. “For now, we remain highly selective and continue to uphold a rigorous due diligence process for listings.”
The exchange updates its listing policies constantly because the environment changes so quickly. Some jurisdictions now maintain strict rules about which tokens qualify for trading. KuCoin works directly with regulators to ensure compliance in those markets.
That creates tension. Retail traders want access to new projects immediately. Regulators want extensive vetting before anything goes live. Plus, many new tokens turn out to be scams or poorly designed experiments that lose value quickly.
Kao emphasized that KuCoin’s listing decisions involve collaboration between product, cybersecurity, and risk management teams. “This synergy allows us to drive growth responsibly while maintaining user trust and market integrity,” she said.
The exchange also secured four major international certifications: CCSS for cryptocurrency asset protection, SOC 2 Type II for operational controls, ISO 27001:2022 for information security, and ISO 27701:2025 for privacy protection.
Those certifications matter for institutions evaluating exchange partners. However, they don’t solve the fundamental problem. Users still want variety. Regulators still want caution. No amount of certification bridges that gap completely.
Trust Requires More Than Marketing Upgrades
KuCoin’s infrastructure and security teams focus on building systems that minimize vulnerabilities. That includes proactive monitoring for phishing attempts and impersonation scams across social media.
Kao described the approach as “highly selective partnerships.” KuCoin works with on-chain product providers for staking and structured products but only partners with firms that have strong reputations and proper operational controls.
“We make sure that they are with good reputations and they’re running their company properly,” she stated.
That sounds reasonable. But verification isn’t simple. Many crypto companies present polished marketing and solid technical documentation. Then they collapse spectacularly. FTX looked legitimate until it didn’t. Terra appeared stable until it imploded.
So KuCoin faces the same challenge every exchange confronts. Trust is fragile. Building it requires years of consistent behavior. Losing it takes one mistake.
The Real Test Comes During Market Crashes
When markets tumbled recently, exchanges faced familiar pressure. Could they handle massive sell-offs without outages? Would they protect user funds properly? Did their security hold up under stress?
Kao sees those moments as proof points for KuCoin’s infrastructure investments. But she also recognizes that volatility creates opportunities for bad actors. Phishing scams spike during crashes. Fake support accounts proliferate. Users panic and make mistakes.
That’s where continuous monitoring matters. KuCoin’s security teams track suspicious activity constantly. They also work to educate users about common scams. Still, no system catches everything.
The balance between innovation and protection defines modern crypto exchanges. Users want cutting-edge features and immediate access to new assets. But they also demand bulletproof security and instant support when problems arise.
KuCoin’s strategy is building trust through transparency, consistent communication, and steady infrastructure upgrades. Whether that’s enough depends on what happens next time the market tests them.
Because in crypto, the next test always comes.