The cryptocurrency industry continues to evolve at a rapid pace, shaped by technological innovation, shifting market dynamics, and increasing regulatory scrutiny. At the heart of this transformation stands Binance, the world’s largest crypto exchange by trading volume, operating across approximately 180 countries with a daily average turnover exceeding $2 billion.
Leading the charge is Yi He, co-founder and Chief Marketing Officer (CMO) of Binance, and a key strategic partner to CEO CZ (Changpeng Zhao). In a recent interview with Business Insider, He offered candid insights into crypto regulation, the rise of meme coins, the role of women in leadership, and the long-term viability of remote work in a high-stakes digital economy.
Her perspective not only reflects Binance’s strategic direction but also underscores broader trends shaping the future of finance.
👉 Discover how global leaders are navigating the next era of digital finance.
Embracing Regulation: A Sign of Industry Maturity
Since its founding in 2017, Binance has operated without a formal physical headquarters—a model built on decentralization and remote collaboration. However, growing regulatory pressure across jurisdictions has prompted a strategic shift. In 2025, Binance acknowledged the need for a centralized legal base to comply with international financial standards.
Yi He views this not as a setback, but as a milestone in the industry’s maturation.
“We’ve always practiced self-regulation,” she said. “We have strict internal policies—no insider trading, proactive fraud detection, and continuous efforts to protect users from scams.”
Rather than resisting oversight, He welcomes it. She believes that regulatory engagement validates the legitimacy of digital assets and helps separate credible projects from speculative noise. This proactive stance aligns with Binance’s ongoing compliance initiatives, including enhanced KYC (Know Your Customer) protocols and transparency reports.
Currently, Binance is evaluating five potential host countries—some in Europe—for its official headquarters. While He declined to name specific candidates, she emphasized that the decision will hinge on regulatory clarity and business-friendly frameworks.
“Maybe we were too far ahead of our time,” she reflected. “Now, remote work is normal. Everyone’s working from home. But institutions still need structure—and so does our industry.”
The Global Drivers Behind Crypto Adoption
He identifies two primary catalysts behind the surge in cryptocurrency demand: advanced internet infrastructure and economic instability.
In technologically developed regions, seamless internet access enables faster adoption of blockchain-based services. Meanwhile, in nations experiencing hyperinflation or currency devaluation—particularly across parts of Africa—crypto has emerged as a practical alternative for wealth preservation.
“Internet enables crypto,” He stated plainly. “But necessity accelerates it.”
This dual dynamic illustrates how digital assets serve both as tools for financial innovation and as lifelines in fragile economies. For exchanges like Binance, understanding these regional nuances is critical to expanding access while maintaining security and compliance.
Meme Coins: Fun or Financial Risk?
Meme coins such as Dogecoin, Shiba Inu, and Squid Game-inspired tokens have captured public attention through viral trends and social media hype. Yet He remains skeptical about their long-term value.
“These started as jokes,” she said. “I don’t believe this is sustainable.”
She attributes the popularity of meme coins to FOMO (fear of missing out) rather than fundamental utility. While they may generate short-term gains for some investors, she warns that most lack underlying technology, clear use cases, or governance structures.
For personal investments, He keeps her portfolio simple: she only holds BNB, Binance’s native token. Though she once owned Bitcoin and Ethereum, she gradually sold those positions years ago.
“I prefer assets with real utility,” she explained. “BNB powers transactions, pays fees, and supports ecosystem growth. That’s value you can measure.”
Her disciplined approach reflects a broader message to retail investors: prioritize research over hype.
👉 Learn how to distinguish real value from market noise in today’s crypto landscape.
Women in Leadership: Breaking Barriers in a Male-Dominated Space
Despite the crypto industry's gender imbalance, Binance stands out with over 35% female representation in leadership roles—a figure He is proud to champion.
She acknowledges the extra burden many women carry in proving their competence, especially after maternity leave. Recalling her own experience, she shared that she joined a work call just one day after giving birth.
“It’s not easy,” she admitted. “Women often doubt whether they belong. But they do. And they bring unique strengths—especially those balancing motherhood and careers.”
He advocates for organizational cultures that recognize emotional intelligence, resilience, and collaborative leadership—qualities often associated with female executives. She stresses that diversity isn’t just ethical; it’s strategic.
“When teams reflect the world’s diversity, decisions become smarter,” she said.
Leading Remotely: The Hidden Challenge of Culture
Binance’s fully remote model was once seen as futuristic. Today, it’s commonplace—but not without challenges.
One of the biggest hurdles? Building company culture across time zones and screens.
Without physical offices, spontaneous interactions vanish. Team cohesion requires intentionality.
To bridge the gap, He schedules regular one-on-one calls with colleagues and team members. These aren’t just status updates—they’re opportunities to listen, connect, and reinforce shared values.
“It takes more effort,” she said. “But trust isn’t built in boardrooms. It’s built in conversations.”
This human-centered leadership style has helped Binance scale globally while maintaining agility—a balance few decentralized organizations achieve.
Frequently Asked Questions (FAQ)
What is Yi He’s current role at Binance?
Yi He is the co-founder and Chief Marketing Officer (CMO) of Binance. She plays a key role in shaping the exchange’s global strategy, brand development, and regulatory engagement.
Does Yi He invest in cryptocurrencies other than BNB?
No. She currently holds only BNB. While she previously owned Bitcoin and Ethereum, she sold those holdings several years ago to focus on assets with direct ecosystem utility.
Why does Binance want a physical headquarters now?
Regulatory expectations have evolved. To operate sustainably across multiple jurisdictions, Binance recognizes the need for a formal legal base that complies with international financial standards.
What percentage of Binance’s leadership is female?
Over 35% of Binance’s leadership team consists of women—a notable figure in an industry historically dominated by men.
Are meme coins considered safe investments according to Yi He?
No. She views meme coins as driven by speculation and FOMO rather than intrinsic value. She advises investors to exercise caution and prioritize projects with real-world applications.
How does Binance maintain company culture without an office?
Through intentional communication practices, including frequent one-on-one meetings, transparent internal messaging, and leadership visibility—all designed to foster trust and alignment across distributed teams.
Final Thoughts: Vision Beyond Volatility
Yi He’s journey reflects a deeper narrative within the crypto space—one where early idealism meets institutional responsibility. Her support for regulation isn’t concession; it’s confidence in an industry coming of age.
From advocating for women in tech to promoting responsible investment habits, her voice adds nuance to a field often defined by extremes.
As digital assets continue gaining traction worldwide—from Silicon Valley startups to emerging markets grappling with inflation—the principles He champions—transparency, resilience, and purpose-driven leadership—may prove more valuable than any single coin.
👉 Explore how visionary leaders are shaping the future of finance today.