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Binance has launched a concierge-style service designed for family offices, asset managers, and private funds taking their first steps into the crypto space.
According to the exchange on Wednesday, the new service offers personalized onboarding with dedicated managers, support for over 100 fiat currencies, and access to tailored structured products.
The service also includes credit lines, institutional-grade custody through partnered custodians, and real-time analytics and reporting tools designed to give professional investors clear visibility into their portfolios.
Binane said the new product is a response to “affluent investors” in traditional finance who are entering crypto markets and are unsure of how to navigate the space effectively.
While other crypto exchanges, such as Coinbase and Kraken, offer platforms aimed at institutions, Binance’s real competition for its latest product comes from wealth managers like Morgan Stanley and crypto custodians, including Fidelity Digital Assets, a subsidiary of Fidelity Investments.
Fidelity’s crypto arm offers audited custody controls and an integrated trading platform for institutions and high-net-worth clients exploring digital assets.
On Monday, JPMorgan filed with the SEC to issue auto‑callable, accelerated barrier notes linked to BlackRock’s iShares Bitcoin Trust ETF (IBIT), a structured derivative product tied to the ETF’s performance, usually geared toward sophisticated or high‑net‑worth investors.
Related: Crypto ready for next phase of adoption: Winning over financial advisers
Family offices boost crypto adoption in Asia
In August, Reuters reported that family offices and wealthy investors in Hong Kong, mainland China and Singapore were increasing their digital asset exposure, with many planning to allocate around 5% of their portfolios to crypto.
Jason Huang, founder of NextGen Digital Venture, said he raised more than $100 million in a few months for a new long–short crypto equity fund launched in Singapore in May, after a previous fund delivered a 375% return in under two years.
Singapore and Hong Kong have both positioned themselves as regional crypto hubs. A December 2024 study by ApeX Protocol found Singapore leading across metrics such as blockchain patents, industry jobs and the number of crypto exchanges operating in the country.
Meanwhile, Hong Kong expanded its virtual asset framework in June to permit the trading of crypto derivatives for professional investors and introduced tax adjustments aimed at attracting digital asset funds and family offices.
The city also launched its LEAP framework that month, setting the stage for the issuance of licensed stablecoins, tokenized bonds, and broader RWA tokenization.
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