Interview with XT.COM COO: CEXs are facing severe internal competition; what is the way to break through?

Against this backdrop, another group of trading platforms is also catching up quickly. Among them, XT.COM (hereinafter referred to as XT) has particularly caught our attention. With the number of assets it supports (more than 1,300 tokens and more than 1,300 trading pairs), the richness of its products and its sensitivity to market trends (such as launching Card and prediction services in addition to basic trading), low fees and a transparent fee structure, and online and offline activities that keep up with the latest trends, it has accumulated more than 12 million traders from more than 200 countries, with 2 million monthly active users.

To gain insight into the methodology behind achieving these data results, we engaged in a dialogue with XT COO Tracy Jin, delving into brand philosophy, business focus, operational methods, competitive advantages, and industry forecasting. The Q&A is summarized below.

1. XT’s brand mission is “Explore Crypto, Trust Transactions.” How does this brand philosophy convey itself to users?

I’ve always felt that “Explore Crypto, Trust Transactions” isn’t just a slogan, but something we do every day.

“Exploration” represents XT’s spirit of continuous innovation and breaking boundaries; we hope to make it easier for every user to access the latest trends in the blockchain world. “Trust” is the core of the brand, because in the financial and 暗号 fields, trust is everything.

We incorporated these two keywords into the overall user experience.

For example, in terms of security, we insist on a transparent Proof of Reserve system, allowing users to verify the security of their assets at any time; in terms of product design, we pursue simplicity, efficiency, and stability, making transactions truly “burden-free”; in terms of service, we have 24/7 multilingual customer support, solving problems in the most user-friendly way.

In addition, we bring our brand philosophy to life through global media, communities, and offline educational activities. We want users to feel that XT is not just an exchange, but a financial partner they can trust in the long term.

2. What is the approximate size of XT’s operations team, and what are its specific areas of responsibility?

XT is a truly global company. Our team members are located in key regions around the world. This layout allows us to truly achieve “global strategy, local execution”.

From an organizational structure perspective, it is mainly divided into four sections:

The first is the product and technology team, who are responsible for the core trading system and innovative features, such as contracts, Earn financial management, and the recently launched AI strategy trading tool;

The second is the marketing and branding team, which focuses on global marketing promotion, localized events, content production, and public relations partnerships.

Third is the compliance and risk control team, which is the bottom line of the platform, ensuring that every business complies with global regulatory requirements;

Fourth is the customer service and operations team, who directly face users and provide 24-hour support.

Our team has a very open and flat culture where every voice is heard. This structure allows us to maintain both the pace of innovation and the stability of execution.

3. From the perspective of trading platform operation, which data indicators are valued, and could you please rank them in order of priority?

At XT, we don’t simply pursue data growth, but rather focus on the “health” and “trust” reflected behind the data.

The most important indicators can be summarized in four aspects.

First, liquidity and market depth. These are the core indicators of a trading platform’s professionalism and directly determine the user’s trading experience.

Second, user retention rate. The real measure of growth is whether users are willing to stay and trust you more the longer they use your service.

Third, fund security and risk control. This is always the top priority.

Fourth, new user growth, which represents a brand’s attractiveness and market penetration capabilities.

Our internal data system will comprehensively analyze these indicators, rather than just looking at which one is rising.

For example, if retention rate improves but transaction depth declines, we will immediately review the user experience.

This is XT’s operating logic: use data to serve trust, and use trust to drive growth.

4. Breaking down the goals of user acquisition, retention, and activation into specific methods, what are the key directions for XT? What are the differences between it and its competitors?

User growth is not a numbers game, but a long-term trust-building process. XT’s growth logic is clear, and we can look at it from three stages: user acquisition, retention, and activation.

In terms of user acquisition, we use methods such as airdrop activities, task centers, and referral commission mechanisms to allow new users to start their trading journey in a safe and trustworthy environment;

In terms of user retention, we rely on products such as Earn financial management, contract strategies, and copy trading to form a functional loop, allowing users to “have something to do and something to earn”.

In terms of user engagement, we have regular financial activities such as “Crazy Wednesday,” themed events based on holidays, and weekly community challenges, allowing users to not only trade but also participate.

Unlike our competitors, we focus more on “long-term relationships” than “short-term incentives.” Because one user who chooses to stay is more valuable than ten sources of traffic. We hope XT will become the “most trustworthy long-term choice” in users’ minds.

5. Who are XT’s target users? How to reach them?

Our users can be divided into three categories:

The first category is professional traders who focus on depth, liquidity, and strategic tools;

The second category is emerging investors who want to learn and grow in a safe and easy-to-use environment;

The third category is institutions and partners, who focus on brand reputation and ecosystem collaboration.

In terms of reach, we adopt a “global vision + local strategy” approach. We build global communities on channels such as X, Telegram, and YouTube, while collaborating with KOLs, educational institutions, and media in various regions to conduct crypto education, AMA events, and brand co-creation.

This makes XT not just a trading platform, but also a community connecting the world. Whether you’re a user new to blockchain or a seasoned professional with ten years of experience, you can find your place on XT.

6. XT’s online and offline events are impressive. Who are these two target groups? What is the most important/worthwhile event for users to pay attention to next?

We have always placed great importance on event operations because it is the most direct and heartwarming connection between the brand and its users. Events are not only a communication channel, but also a way to implement and extend the brand’s philosophy.

Online activities are primarily aimed at global users, emphasizing inclusivity and education. For example, events such as the airdrop season, trading challenges, and AMA sharing sessions all focus on “easy participation and easy benefits,” allowing users to learn knowledge, understand the market, and experience the real value of the XT ecosystem through interaction.

Offline events focus on industry influence and ecosystem collaboration. We connect voices from institutions, projects, and investors through our seventh-anniversary celebration, blockchain summit forums, and regional exchange salons, promoting the integration of CeFi and DeFi, and traditional finance with on-chain finance.

The most noteworthy event is the upcoming RWA Global Dialogue Forum. Co-initiated by XT Labs, this event aims to bring together global financial institutions and innovative projects, centered on the core concept of “On-Chain Trust,” to jointly explore the future direction of on-chaining of real assets and compliant finance. We hope that through such industry dialogue, trust can truly become a bridge connecting traditional finance and the Web3 world.

XT believes that the significance of brand activities lies not in exposure, but in enabling value and trust to continue to grow globally.

7. Does a trading platform need a “spokesperson” or personal brand to stand in the spotlight? What kind of image is most likely to win the favor of the target users?

In this era where everyone is a media outlet, I believe that exchanges truly need a “person” who can represent their brand spirit. A spokesperson who is warm, principled, and professional can make the brand more three-dimensional and more trustworthy.

At XT, we don’t concentrate the voice in one person; instead, we encourage “decentralized voices.” Our employees, KOL partners, and even loyal users are all brand ambassadors for XT. At the same time, we are also shaping a unified brand image: professional, reliable, and approachable.

I believe that this kind of brand personality is the best way to bridge the gap with users. Because when a brand becomes “faced, resonant, and emotional,” trust is naturally established.

8. Based on the experience, XT has a rich product portfolio that covers basic and commonly used functions and keeps up with the latest trends. With these products in place, how can we further enhance the liquidity of the trading sector, the capital accumulation of the wealth management sector, and the activity of on-chain business?

In the coming year, XT will continue to focus on “innovation-driven and ecosystem-co-existing” as its core strategic direction, and comprehensively strengthen the platform’s product capabilities and ecosystem synergy.

In the trading sector, we will continue to introduce high-quality projects, optimize matching depth, and enhance market liquidity and user activity through trading incentives, copy trading strategies, and AI-assisted tools. We aim to create an efficient and stable trading environment, providing users with a professional-grade liquidity experience on XT.

In the wealth management sector, XT will launch more flexible return products, such as tiered fixed-term investments, portfolio wealth management, and ecosystem pledging, based on safety and compliance. At the same time, it will encourage users to hold their positions for the long term by combining activities and VIP benefits, so as to achieve a two-way growth of stable returns and platform funds.

Regarding on-chain services, we will deepen our cooperation with mainstream public chains and potential projects to promote asset interoperability and the implementation of DeFi, staking, and node services. Simultaneously, through on-chain tasks and airdrop activities, we will attract more users to participate in the on-chain ecosystem construction, promoting the integration and interaction between CeFi and DeFi.

XT is always user-centric and committed to building a comprehensive crypto financial platform with “active trading, stable assets, and a thriving ecosystem,” allowing trust and value to continuously circulate throughout the entire ecosystem.

9. In Tracy’s view, what will the competitive landscape of CEXs look like in 2025? What lessons can be learned from others to improve our own?

The competition among CEXs in 2025 has shifted from “who has the bigger scale” to “who has more stable trust and who innovates faster.” This is a competition about long-termism.

Leading exchanges are all strengthening three areas: security, compliance, and innovation. We’ve seen many excellent platforms exploring AI-assisted trading, RWA standardization, and socialized trading. XT’s positioning is very clear: we are based on security, driven by innovation, and centered on trust.

Next year, we will increase our investment in AI-powered intelligent strategy tools, compliance license expansion, and RWA asset ecosystem development to drive the entire industry into a more mature stage.

10. How do you view the impact of Hyperliquid and other PerpDEXs on CeFi this year? What industry trends will emerge in 2026? What are XT’s long-term considerations and strategic plans in this regard?

The rise of PerpDEXs like Hyperliquid is actually an inevitable result of market structural evolution. XT believes this isn’t a shock, but rather an opportunity to reshape the industry landscape. CeFi and DeFi are never opposites, but rather two dimensions that can empower each other and grow together.

Looking ahead to 2026, I believe three major trends are very clear:

First, the institutionalization and on-chaining of RWA assets will become the main theme;

Second, AI will be fully integrated into the trading and risk control system;

Third, the global regulatory and transparency standardization process will accelerate further.

XT will continue to focus on “security, professionalism, and innovation” to connect the future of traditional finance with Web3.

この記事はインターネットから得たものです。 Interview with XT.COM COO: CEXs are facing severe internal competition; what is the way to break through?Recommended Articles

Related: Popular Interaction Collection | Aster Phase 3 is now live; Rayls Points Quest updated (October 13th)

Author | Asher ( @Asher_0210 ) Aster: A decentralized exchange offering perpetual and spot trading Project Introduction Aster is a decentralized exchange that offers perpetual and spot trading. It aims to provide a one-stop on-chain trading venue for global cryptocurrency traders. It is powered by the high-performance and privacy-focused L1 public chain Aster Chain and supported by YZi Labs. Aster features no MEV and one-click execution in Simple Mode. Furthermore, Professional Mode adds 24/7 stock perpetual contracts, hidden orders, and grid trading, available on BNB Chain, Ethereum, Solana, and Arbitrum. A unique advantage is the ability to use liquid staking tokens (asBNB) or interest-bearing stablecoins (USDF) as collateral, unlocking capital efficiency. Yesterday, Aster announced that the new Aster Phase 2 airdrop query is now online, and users can still choose…