<\/p>\n
Crypto isn\u2019t just complicated\u2014it\u2019s a communication challenge. With wallets, DeFi, tokenized assets, and endless trading options, users can easily get lost in the noise. Enter Aguirre Franco, Bitget\u2019s new Chief Marketing Officer.<\/p>\n
<\/p>\n
Franco is tackling the problem head-on. In this Q&A, Franco breaks down how exchanges can speak to real users, the rise of \u201cuniversal\u201d platforms bridging crypto and traditional finance, and why AI-driven tools like Bitget\u2019s GetAgent<\/strong> are redefining what it means to trade\u2014and learn\u2014crypto today.<\/p>\n <\/p>\n Crypto.news: Now that you\u2019ve had some time to assess Bitget, how does the exchange approach marketing to potential users, especially those new to crypto? <\/strong><\/p>\n Aguirre Franco<\/strong>: If you look back two years, there was this sharp divide between centralized and decentralized exchanges. They were like two completely separate camps, with almost no interaction. But that\u2019s changing.<\/p>\n Today, we\u2019re moving toward what we call the universal exchange model. Instead of treating centralized and decentralized systems as competitors, we\u2019re treating them as complementary. Each one offers something valuable.<\/p>\n That\u2019s what attracted me to Bitget. I\u2019ve always appreciated the openness and transparency of DeFi\u2014permissionless access, peer-to-peer trading, etc.\u2014but there are real challenges, too. UX is often poor. Liquidity can be fragmented. And there\u2019s a security layer that centralized systems can offer, which many users still want.<\/p>\n So when we talk about Bitget evolving into a universal exchange, we\u2019re not just throwing around a buzzword. It\u2019s about building a gateway\u2014a single access point\u2014for financial tools that people around the world can actually use.<\/p>\n CN: How do you approach different users, especially those in emerging markets? <\/strong><\/p>\n Franco<\/strong>: I was born in Mexico City, and I\u2019ve lived in both emerging and developed markets. The contrast is stark. In Europe, you have first-class access to banking and financial products. In many emerging markets, that\u2019s not the case. For a lot of people in Latin America, Southeast Asia, and elsewhere, their first debit card won\u2019t come from a bank\u2014it\u2019ll come from a crypto exchange. Why? Because it\u2019s more accessible.<\/p>\n What Bitget is building is a hybrid platform that lets you access everything: crypto, tokenized stocks, payment rails, DeFi liquidity pools, and even TradFi instruments. One product, multiple layers of financial access.<\/p>\n You get the security and compliance of a centralized platform, combined with the flexibility and variety of assets of decentralized systems. On top of that, we\u2019ve developed something we\u2019re proud of\u2014our AI engine, GetAgent.<\/p>\n <\/p>\n CN: What does this AI assistant do? <\/strong><\/p>\n Franco<\/strong>: GetAgent is an AI assistant built into the platform. But this isn\u2019t Siri. It\u2019s data-driven, trading-focused, and designed to help users\u2014from first-timers to pros\u2014understand the market better.<\/p>\n For someone new to crypto, GetAgent is a game-changer. You can ask it things like, \u201cIs this a good time to buy Bitcoin?\u201d and it won\u2019t just give you a vague answer\u2014it\u2019ll provide technical indicators, market trends, RSI, recent price movements, and sentiment. And if you\u2019re ready, you can say, \u201cBuy $50 of Bitcoin,\u201d and it will guide you through it, all in one flow.<\/p>\n And of course, there are confirmations\u2014you\u2019re always in control. But it goes beyond basic transactions. You can ask things like, \u201cHow balanced is my portfolio?\u201d or \u201cWhat optimizations can I make?\u201d It\u2019s there to help users learn, not just trade.<\/p>\n And it works on both ends of the spectrum. If you\u2019re brand new, it\u2019s educational. If you\u2019re a pro trader, it\u2019s a tool for validation. You can say, \u201cI\u2019m planning this trade\u2014what do the metrics say?\u201d and it\u2019ll surface relevant data in real time.<\/p>\n CN: Crypto exchanges have become a somewhat crowded space. How do you communicate in a way that you stand out from the rest? <\/strong><\/p>\n Franco<\/strong>: The key is recognizing that exchanges can\u2019t just be trading venues anymore. That era\u2019s done. We\u2019re not here just to list coins and offer trading pairs\u2014we\u2019re building a platform for the broader digital economy.<\/p>\n So yes, we have GetAgent, and we support on-chain access with over two million tokens. We\u2019ve also introduced perpetual contracts for stocks\u2014allowing users to trade tokenized stocks 24\/5 using USDT or other stablecoins. It\u2019s fast, efficient, and accessible. That\u2019s a huge differentiator.<\/p>\n But it\u2019s more than features. We\u2019re trying to build a safe, intuitive, and all-in-one financial experience. For example, we have 1.8x proof of reserves and an $800 million protection fund. We\u2019ve also got a 70-person compliance team working closely with regulators to build scalable, future-proof frameworks.<\/p>\n That blend, compliance, innovation, and accessibility is what we believe sets us apart.<\/p>\n <\/p>\n CN: You\u2019ve worked across multiple industries\u2014tech, entertainment, hardware. What\u2019s uniquely challenging about marketing in crypto?<\/strong><\/p>\n Franco<\/strong>: Crypto is complex, and complexity makes storytelling harder. If you\u2019re selling consumer goods, the value is clear. In crypto, you\u2019re often dealing with abstract products\u2014blockchains, tokens, wallets, protocols\u2014and trying to make that relatable to people who may not even be financially literate, let alone tech-savvy.<\/p>\n That\u2019s where my background helps. I\u2019ve sold hard drives and Hollywood movies, and the biggest lesson I\u2019ve learned is: you always need a human connection.<\/p>\n Take Steve Jobs, one of my heroes. He didn\u2019t sell specs, he sold \u201c1,000 songs in your pocket.\u201d That\u2019s what crypto marketing needs: clarity and emotional relevance. Telling someone they can \u201caccess permissionless liquidity\u201d isn\u2019t enough. You have to show how that changes their daily life.<\/p>\n So for Bitget, it\u2019s not about listing all the product features. It\u2019s about saying: you can manage your money better, with less friction, from anywhere. That\u2019s what makes people care.<\/p>\n CN: So how do you speak to new users\u2014people who might be skeptical about crypto but have a real use case, like remittances or savings?<\/strong><\/p>\n Franco<\/strong>: You start with the problem, not the tech. For example, I have two kids. I work long hours and travel a lot. I don\u2019t have time to check price charts every hour. And honestly, I don\u2019t want to.<\/p>\n That\u2019s why features like copy trading matter. You can follow a professional trader and automatically mirror their moves. Or set up trading bots to automate strategies\u2014like, \u201cIf this token hits this price, sell X amount.\u201d That way, I don\u2019t miss out, and I don\u2019t sacrifice time with my family.<\/p>\n You don\u2019t market features. You market outcomes. No one cares about what the platform can technically do. They care that they don\u2019t have to stress, they don\u2019t have to learn everything immediately, and they can still participate in opportunities.<\/p>\n We\u2019re building Bitget to reflect that reality\u2014less friction, more intelligence, and tools that adapt to real life.<\/p>\n CN: You mentioned bringing TradFi products into what started as a crypto platform. But now we\u2019re also seeing fintech and TradFi firms moving into crypto. How do you view that competition?<\/strong><\/p>\n Franco<\/strong>: It\u2019s inevitable. Fintechs and banks are coming into the space, but they\u2019re building on legacy infrastructure. They\u2019re trying to adapt. We were born in crypto\u2014we\u2019re native\u2014and that gives us an advantage.<\/p>\n We\u2019re not trying to retrofit blockchain into old systems. We\u2019re building for what\u2019s next. For example, we offer US stock perpetuals using USDT. That\u2019s faster and cheaper than traditional rails. It\u2019s built for efficiency.<\/p>\n Legacy firms have brand recognition and trust, but that comes with institutional inertia. We have speed, flexibility, and focus. And we\u2019re not just adding crypto\u2014we\u2019re integrating it with tokenized assets, DeFi access, AI tools, and a full financial stack. That\u2019s the edge.<\/p>\n Competition\u2019s always going to be there. What matters is how you differentiate\u2014and in our case, it\u2019s innovation, compliance, and liquidity. That\u2019s the triangle. Liquidity gives you efficiency. Compliance gives you longevity. And innovation is what keeps you relevant. But innovation can\u2019t exist alone\u2014it needs the other two to be sustainable.<\/p>\n CN: Anything else you think gets overlooked in the media?<\/strong><\/p>\n Franco<\/strong>: Maybe just that this space still needs to stay human. There\u2019s AI, there\u2019s tokenization, there\u2019s tech flying everywhere\u2014but if you forget who you\u2019re building for, it doesn\u2019t matter.<\/p>\n At the end of the day, marketing crypto is about trust, access, and relevance. We\u2019re not just trying to be another exchange\u2014we\u2019re building something people can rely on, whether they\u2019re in Berlin, Bogot\u00e1, or Bangkok.<\/p>\n <\/p><\/div>\n","protected":false},"excerpt":{"rendered":" Crypto isn\u2019t just complicated\u2014it\u2019s a communication challenge. With wallets, DeFi, tokenized assets, and endless trading options, users can easily get lost in the noise. 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