When the market tumbled a few weeks ago, exchanges faced a familiar test: how well could they protect users in an industry built on volatility? For KuCoin Managing Director Alicia Kao, that tension defines her daily work. She describes the exchange’s mission as being both a gateway for innovation and a gatekeeper for trust. These are two roles that rarely align easily.
In a conversation with BeInCrypto, Kao discussed how KuCoin balances innovation with protection, adapts to tighter regulations, and upgrades its technology to serve both institutional and retail users.
Becoming “The Exchange You Can Trust” in an Institutional Era
KuCoin has built its identity as The People’s Exchange, serving millions of retail traders worldwide. Recently, it introduced a new brand slogan, “Trust First. Trade Next.” along with the message “The Exchange You Can Trust.”
As institutions are entering the market in growing numbers, the refreshed branding reflects KuCoin’s broader ambition to strengthen credibility and expand its reach across different user segments. However, for Kao, that shift doesn’t mean abandoning the users who made KuCoin what it is.
“We don’t prefer institutions or retail. Both are important for us,” she said.
Retail traders tend to prefer one-click simplicity, relying on AI bots and clear interfaces. Institutional desks have very different needs. They prioritize execution speed, customized metrics, and access to deeper trading engines.
She explained, “For institutions, it’s about product features that fit their behavior. For retail, we focus on education, helping users become more professional in trading.”
Although achieving that balance is never simple, Kao said that the company aims to maintain a balanced platform, serving both groups effectively.
To support institutions without shifting away from its retail foundation, KuCoin has introduced features that strengthen both trust and efficiency. One example is its Off-Exchange Settlement (OES) framework. It was developed with strategic partners to let institutions keep their assets in third-party custody. At the same time, they can access KuCoin’s liquidity across spot, margin, options, and futures markets.
The company is also expanding into real-world asset (RWA) tokenization. This initiative connects traditional finance with blockchain infrastructure and creates new opportunities for institutional investors.
As KuCoin works to meet the needs of both institutional and retail users, the company is also refining the technology that supports them, including artificial intelligence. While AI has been around for some time, Kao believes that the environment today is stronger. Companies now have better metrics, more data, and more mature models to work with.
“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 stated.
Kao also observed that users’ focus has shifted. Many are interested in earning from their assets rather than just trading.
“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,” she added.
Guarding the Altcoin Haven
Few exchanges have KuCoin’s reputation for token variety. It’s often called an altcoin haven, but Kao recognizes that the environment is changing.
Kao mentioned that KuCoin continues to update its policies for listing new coins because the environment changes quickly. She believes the exchange’s advantage lies in maintaining a clear internal compliance structure, which is not always the case for local platforms.
She pointed to markets where regulators maintain strict rules on listings. KuCoin works directly with authorities to ensure that every listed asset complies with these frameworks.
“For now, we remain highly selective and continue to uphold a rigorous due diligence process for listings,” Kao affirmed. “Our goal is to build a diverse and innovation-driven product ecosystem that showcases emerging blockchain projects and delivers meaningful value to users.”
Meanwhile, KuCoin’s infrastructure and cybersecurity divisions are building what Kao calls the foundation of trust. Their focus includes solid trading architecture, a custody system that minimizes vulnerabilities, and proactive measures against scams.
Kao emphasized that KuCoin’s listing strategy is shaped by close collaboration between the product, cybersecurity, and risk management teams. She said this approach reflects the company’s commitment to balancing innovation with responsibility.
“Our product team is dedicated to ensuring users can access a comprehensive range of quality assets within our ecosystem, while our risk team upholds the highest standards of security and compliance. This synergy allows us to drive growth responsibly while maintaining user trust and market integrity,” she added.
Furthermore, KuCoin has set a new industry benchmark by attaining four internationally recognized certifications. Among them are CCSS for cryptocurrency asset protection, SOC 2 Type II for operational controls, ISO 27001:2022 for information security management, and ISO 27701:2025 for privacy protection.
The company also conducts continuous monitoring and proactive detection measures to combat phishing attempts and impersonation scams across social media, reinforcing its commitment to user safety and platform integrity.
That measured approach, defined by technical rigor combined with cautious openness, reflects how Kao sees the role of a centralized exchange in 2025. The goal is to welcome new ideas while keeping users protected from unnecessary risk.
“We continue to embrace the innovation part. We work with some of the on-chain products providers to let our users subscribe or purchase some of the staking products or some structured products easier. We are very selective of our partners. We make sure that they are with good reputations and they’re running their company properly,” she stated. “At the same time, we remain highly selective in our partnerships, working only with reputable and well-managed institutions to ensure both reliability and long-term user trust.”
