Bitget CMO Aguirre Franco: Exchanges Must Evolve Beyond Trading
In a recent interview, Aguirre Franco, Bitget’s newly appointed Chief Marketing Officer, argued that crypto exchanges need to move past pure trading and become broader consumer-finance platforms. She highlighted product diversification — from earn and staking to P2P, payments and localized onramps — alongside compliance and clear token utility (including BGB incentives) as key levers to improve retention and stand out in a crowded market. Franco framed this evolution as essential for winning mainstream users and reducing churn.
On messaging, she stressed plain-language education, transparent fees and culturally adapted campaigns to rebuild trust and lower barriers to entry. Franco also advocated product-led, community-driven growth: surface real use cases, measure outcomes, and let satisfied users drive advocacy. The comments signal Bitget will prioritize user experience and communications as central parts of its competitive strategy going forward.