As the year approaches its conclusion, a significant conversation emerged with Ignacio Aguirre Franco, the Chief Marketing Officer at Bitget. We discussed various aspects of his professional journey, the recent rebranding of Bitget, and the innovative branding and marketing strategies that the exchange has adopted to maintain its competitive edge. Ignacio also hinted at promising opportunities for cryptocurrency exchanges in the upcoming years.
Ignacio began his career in computer engineering, discovering his coding passion at an early age. He transitioned into consulting, where he recognized the demand for professionals adept in both technology and marketing. His diverse career includes roles at top companies such as Universal Pictures, Adobe, and SAP, encompassing various sectors including entertainment and gaming. With nearly a decade in the crypto space and six years in professional roles, Ignacio has experienced numerous facets of the industry, including compliance, DeFi, and banking, prior to his tenure at Bitget.
“Marketing isn’t just about features—it’s about the business case and the value people can relate to,” he explained, reflecting on his expertise in crafting engaging narratives that resonate with audiences.
Despite being relatively new to Bitget, having joined three months ago, Ignacio commended the exchange’s global, remote team composed of highly specialized members. He noted, “We have specialists who understand their functions down to the smallest detail,” emphasizing the collaborative atmosphere that fuels innovation at Bitget.
In discussing the unique challenges of marketing a cryptocurrency exchange, Ignacio cited compliance and regulatory diversity as critical hurdles. He detailed the complexities of adhering to different rules in various jurisdictions, noting that acceptance in one area might mean restrictions in another. This variability necessitated careful messaging strategies, particularly in markets where crypto adoption was slow.
“The communication has to strike a balance,” he remarked, recognizing Bitget’s need to attract newcomers while engaging the established cryptocurrency community. “We can’t ignore the advanced users either,” he added, highlighting their dual focus on simplicity and technical depth in messaging.
With Bitget positioning itself as a universal exchange, Ignacio identified essential features that users seek: asset variety, usability, and liquidity. The platform is expanding its offerings to include a decentralized exchange and real-world asset tokens (RWAs). “We see a place where you don’t have to jump between apps; everything sits together,” he stated, outlining the vision for a comprehensive trading environment.
Security remains a cornerstone of Bitget’s operations, evidenced by its impressive track record and protective measures, including a $700 million fund and proof of reserves. Ignacio emphasized the importance of compliance and innovation for scaling, stating, “If you don’t innovate, you’re not relevant.”
He also introduced Bitget’s flagship product, GetAgent, an AI-driven trading assistant designed to simplify the trading process for both beginners and experienced users. “GetAgent is a tool that helps clarify things,” he explained. It allows users to inquire about market conditions and assists in informed trading decisions by providing a holistic view of real-time information across various channels.
To differentiate itself in a crowded market, Bitget focuses on delivering an exceptional user experience through pioneering solutions such as copy trading and a commitment to transparent communication. Ignacio remarked on the importance of collaborating with key opinion leaders who resonate with the company’s values, insisting that honesty and alignment are paramount in building trust with clients.
Looking forward, Ignacio sees significant opportunities for crypto exchanges, particularly in terms of mass adoption and real-world assets. Bitget aims to evolve into a platform facilitating not just cryptocurrency trading, but also the trading of traditional financial assets and RWAs. “When it’s tokenized, you can opt for fractional buying and trade on your own terms,” he pointed out, emphasizing the appeal of flexibility over traditional trading hours.
He anticipates increasing adoption among younger generations, who may engage with cryptocurrency as their first financial products and may never rely on traditional banking systems. “It’s about delivering the best experience on a platform with all the necessary assets,” Ignacio concluded, reiterating Bitget’s commitment to valuing user feedback and continuously improving their offerings. In this rapidly changing landscape, Bitget is poised for growth and innovation as it navigates the future of cryptocurrency trading.
