In conversation with Alicia Kao of KuCoin: Why trust is the real currency for the next chapter of crypto

When the market collapsed a few weeks ago, exchanges faced a familiar test: How well could they protect users in an industry built on volatility? In orderCocoin director Alicia KaoThis stress determines their daily work. She describes the stock exchange’s mission as a gateway to innovation and a guardian of trust, two roles that rarely go together easily.

In a conversation with BeInCrypto, he discussed Kao How CoCoin balances innovation and protection, adapts to strict regulations, and updates technology to serve institutional and retail users.

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To become “the exchange you can trust” in the age of enterprise

Cocoin has built its identity as the people’s exchange, serving millions of traders around the world. Recently, it launched a new brand slogan, “Trust First. Trading Next.” With the message “The bag you can trust”.

With companies entering the market in increasing numbers, the brand update reflects Cocoin’s broader ambition to strengthen and expand credibility across different user segments. However, for Kao, this change does not mean abandoning the users who make Cocoin what it is.

She said Kao“We do not favor institutions or individuals. Both are important to us.”

Individual traders tend to prefer the simplicity of one click, relying on smart robots and clear interfaces. The needs of institutional departments vary widely. They prefer speed of execution, custom metrics and access to deeper business engines.

I explained Kao: “For institutions, it’s about the features of the product that adapt to their behavior. For individuals, we focus on education, helping users to become more professional in the trade.”

Although achieving this balance is never simple, Kao said the company strives to maintain a balanced platform, which effectively serves both groups.

To support organizations without moving away from their individual foundation, CoCoin has introduced features that increase trust and efficiency. An example is the over-the-counter settlement (OES) framework. Developed with strategic partners to allow organizations to hold their assets in third-party accounts. At the same time, they can access Cocoin’s liquidity via spot, futures, options and margin trading markets.

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The company is also expanding into real asset tokenization (RWA). This initiative connects traditional finance to blockchain infrastructure, creating new opportunities for institutional investors.

While CoCoin seeks to meet the needs of institutional and individual users, the company is also improving the technology that supports them, including artificial intelligence. Although AI has been around for a while, Kao believes that today’s environment is stronger. Businesses now have better metrics, more data and more mature models to work with.

She stated Kao: “We have been releasing our own trading bot for many years. But now, we are able to enhance our trading bot using AI because we have more data and information, and we have more mature models to help train the trading bot.”

Kao also noted that the attention of users has changed. Many of them are interested in earning from their assets rather than just trading.

She added Kao: “As long as we can offer different options to allow users to earn more from their crypto assets, I think it’s all about earning.”

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Protecting the paradise of altcoins

Few exchanges have a reputation as diverse as KuCoin. It is often called an altcoin paradise, but Cao admits that the environment is changing.

Kao said KuCoin continues to update its policies for listing new coins because the environment is changing rapidly. He said that the advantage of the exchange is to maintain a clear internal compliance structure, which is not the case for all local platforms.

He pointed to markets where regulators maintain strict listing rules. KuCoin works directly with the authorities to ensure that all listed assets comply with these frameworks.

“Currently, we remain very selective and continue to maintain a rigorous vetting process for listings,” Kao emphasized. “Our goal is to build a diversified, innovation-driven product ecosystem that showcases emerging blockchain projects and provides tangible value to users.”

At the same time, KuCoin’s infrastructure and cybersecurity divisions are building what Kao calls a foundation of trust. Focus on a strong business structure, a filing system that minimizes vulnerabilities, and take proactive measures against fraud.

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Kao stressed that KuCoin’s listing strategy is shaped by close collaboration between the product, cybersecurity and risk management teams. He said this approach reflects the company’s commitment to balancing innovation with responsibility.

“Our product team is committed to ensuring that users have access to a comprehensive set of high-quality assets in our system, while our risk team maintains the highest security and compliance standards,” he added. “This synergy allows us to drive growth responsibly while maintaining user trust and market integrity.”

In addition, KuCoin has set a new standard in the industry by obtaining four internationally recognized certifications. Among them are CCSS for the protection of crypto assets, SOC 2 Type II for operational controls, ISO 27001: 2022 for the management of information security, and ISO 27701: 2025 for the protection of privacy.

The company also conducts continuous monitoring and takes proactive measures to detect phishing and impersonation attempts on social media, reinforcing its commitment to user security and platform integrity.

This cautious approach, defined by an artistic precision combined with a cautious openness, reflects the way he sees Kao The role of centralized exchanges in 2025. The goal is to welcome new ideas while protecting users from unnecessary risks.

“We continue to embrace the part of innovation. We work with some product providers in the chain to allow our users to subscribe or buy several staking products or some structured products more easily. We are very selective in the choice of our partners. We ensure that they have a good reputation and stand their company correctly,” he said.