As crypto becomes increasingly visible across global markets, questions around trust, education and regulation remain front and centre. In the latest episode of AB Majlis, Nicole Abigael, Arabian Business journalist, sat down with Jessica Walker, Global Media and Content Lead at Binance, shared insights into how the world’s largest crypto platform is tackling misconceptions, engaging users and building long-term confidence in digital assets, particularly in the Middle East.
Crypto, Walker said, may be more mainstream than ever, but understanding still lags behind adoption. “There’s definitely a tipping point of education in crypto,” she explained. “The digital asset industry is still emerging. It’s only around 10 years old, and education is still a pain point that people need to address and communicate with.”
She noted that when she first entered the space a decade ago, crypto content was aimed at a very narrow audience. “There was a running joke that if you were in crypto, you were a computer programmer or a trader. That was the demographic content was speaking to,” said Walker. “Now Binance has hit 300 million users – one in 27 people globally has a Binance account – and digital assets are becoming mainstream. Content and education have to reflect that.”
Rather than leaning into hype, Binance focuses on clarity. “We try not to focus on buzzwords and trends, but on core, clear explainers,” she said, pointing to initiatives such as Binance Academy and the company’s YouTube channel, which has more than 1.2 million subscribers. Importantly, education is localised. “Our education for the MENA region will be different to Latin America. One of the biggest misconceptions is that everyone already knows about crypto – they really don’t.”
Walker believes familiarity does not always equal understanding. “People know the term, but they think they know what it means, and usually they don’t,” she said, adding that education is especially critical because digital assets involve personal finances. “This is people’s money.”
She likened crypto adoption to earlier shifts in banking behaviour. “Our parents were used to brick-and-mortar banks. Then neobanks got people comfortable with online banking. Digital assets are just the next step,” she said. “Once someone tries it – once they send digital assets to someone else – they realise it’s not scary. It’s faster, simpler and easy to trace. Suddenly, you’re converted.”
Striking the right balance between education and overload is a constant challenge. Walker said Binance relies heavily on community feedback. “Our DMs are always open. We monitor comments across Academy, YouTube and social platforms, so we can see what questions are coming up,” she said. Short, targeted content has proven especially effective. “We’ve found that four-minute explainers on YouTube do remarkably well. People would rather watch something specific to what they want to understand than a long podcast.”
That insight has helped Binance tailor its messaging by region, age and use case. “The more refined and specific the education, the better it’s received,” she said.
In the Middle East, crypto narratives resonate differently. “The region has a particularly young, tech-savvy demographic,” said Walker. “The UAE is extremely forthcoming in accepting digital assets, AI and emerging technology. It’s very tech-focused.” This allows Binance to go deeper into use cases such as cross-border payments, as well as themes of trust and security.
Regulation plays a key role here. “From a regulatory standpoint, the UAE is very advanced, with VARA and ADGM,” she said. “Being able to communicate the compliance and regulatory frameworks is really reassuring for users in the region.”
Walker has also noticed a clear shift in how crypto is discussed publicly. “It’s become much more of a household name,” she said. “I travel with Binance-branded luggage, and people from Morocco to Spain recognise the brand and want to talk about their crypto journey. That still amazes me.”
Institutional involvement has further legitimised the sector. “We’ve seen institutions enter the space, larger organisations validate the industry, and more users follow,” she said. “Crypto hasn’t just remained a concept – for many, it’s become a way of life.”
Binance’s engagement with regulators has also shaped its messaging. “We work incredibly closely with regulators in the UAE, and we maintain an open dialogue,” said Walker. “We invite regulators to our events to be part of the conversation. That helps us communicate more clearly with users and reinforces trust.”
Trust, she stressed, is fundamental. “This is a new industry, and trust is at the forefront of every Binance employee’s focus,” she said. “If you don’t have trust, you don’t have a user base, a community or a framework.”
One misconception Walker often corrects is that Binance is only for professional traders. “I’ve had a Binance account for seven years, and I’m not a trader,” she said. “Crypto is for everyone. It’s about the freedom of money globally, not staring at charts all day. That idea can deter people, but it’s simply not true.”
Community, she added, is central to Binance’s identity. “Events are where the crypto community really comes to life,” she said, referencing Binance Blockchain Week. “You see people from all over the world come together to celebrate an industry they genuinely believe in.” Feedback loops with users also directly influence product development, reinforcing what she described as a “community-first and community-led” approach.
For those still hesitant, Walker encourages small steps. “The Binance ecosystem is much bigger than just the app,” she said. “There’s Binance Academy, YouTube resources, and events you can attend just to familiarise yourself before taking the next step.”
Walker is optimistic about the direction of crypto conversations. “The narrative has grown so much in the last three years,” she said, citing ETFs, regulatory frameworks and even strategic digital asset reserves. “Crypto isn’t just a buzzword anymore. We’re only just getting started, and 2026 is going to be incredibly exciting.”
As for what might surprise people about working at Binance? “The leadership team is incredibly accessible,” Walker said. “You’ll see our CEO walking the expo floor, talking to users. No matter how big the platform becomes, that accessibility keeps Binance community-focused at its core.”
