In the past year, a noticeable change has been occurring in the global digital asset trading industry.

An increasing number of trading platforms are breaking the traditional boundaries of crypto assets, extending their business to foreign exchange, U.S. stocks, indices, commodities, and other derivatives. At the same time, zero fees are gradually transitioning from short-term activities for individual trading pairs to a new direction of competition in the industry.

For CoinUp's founder Queenie Li, these changes are not surprising.

Since its inception, CoinUp has launched diversified asset products including foreign exchange and stocks. “One account, trade global assets” was the long-term vision established by Queenie upon founding CoinUp.

Today, as more platforms begin to move in the same direction, CoinUp is advancing the second part of this vision: not only connecting users to more assets through one account, but also allowing them to complete each trade at a lower cost.

The industry is not copying products, but a validated direction.

From foreign exchange and U.S. stocks to a broader range of derivatives, global trading platforms are transitioning from single-asset trading venues to comprehensive platforms covering multiple markets, multiple assets, and multiple scenarios.

This means that in the future, users will no longer frequently switch accounts and platforms based on asset categories. Whether it is digital assets, global stocks, indices, or other market opportunities, users expect a more unified, simple, and efficient entry point.

CoinUp summarizes this trend as:

One Account, Trade the World.

Queenie Li states, “Some things, when done early, may not attract attention. But when more and more platforms start doing the same thing, this direction gets validated. We have been thinking from the very beginning, why do users need to keep switching between different platforms and accounts to trade different assets? From the first day of its establishment, CoinUp has aimed to allow users to connect to a wider range of global assets through one account.”

CoinUp does not view later entrants as mere simple copies of its philosophy.

In Queenie's view, once a product direction begins to be widely adopted in the industry, it first proves that it responds to genuine user needs. “A good product direction is never afraid of being borrowed. Because in the end, the beneficiaries are the users of the entire industry. Functions can be followed, expressions can be imitated, but why a company chooses this path and whether it is willing to continue long-term cannot be replicated through a single launch or an event.”

From more assets to lower costs

If “one account, trade global” addresses the boundaries between assets, then zero fees address the cost barriers between users and the market.

In September 2026, CoinUp will temporarily reduce spot trading fees to 0%, while also lowering the Maker fees for qualifying contracts to 0%. In the future, CoinUp will assess the gradual extension of zero fees to more business scenarios based on different product market structures, liquidity conditions, technical costs, and cooperation models.

This is not a temporary response to industry trends by CoinUp, but a natural extension of its long-term product logic:

Enabling users to trade more assets while reducing unnecessary costs each time they participate in the market.

Queenie Li states, “When we started pushing towards zero fees, we also noticed that more platforms have started to follow suit recently. Frankly, I am very pleased. If more platforms are willing to lower their fees, it indicates that the industry is shifting from thinking about how much platforms can charge to considering how much should be left for users. This is a good change.”

However, CoinUp emphasizes that zero fees cannot be limited to marketing alone.

Fees are just part of the trading cost. Market depth, bid-ask spreads, execution slippage, system stability, order execution quality, and fund safety also determine the actual trading experience for users.

Therefore, CoinUp's understanding of zero fees is not simply changing a number to 0, but while reducing explicit costs, continuing to demand higher standards from the trading infrastructure.

Fees can go to zero, but liquidity, system capability, and platform responsibility cannot be compromised.

More assets, lower costs, simpler trading experience

From “one account, trade global” to “reduce trading costs further”, CoinUp's product direction has always revolved around the same goal: reducing the boundaries between different assets, different markets, and different products, allowing users to achieve a simpler and more efficient trading experience at a lower cost through one account.

As more platforms begin to expand global assets and adopt zero fees, CoinUp believes this not only validates the direction the industry is moving towards, but also signifies that the competition among the next generation of trading platforms has just begun.

As CoinUp's founder Queenie Li says, “From ‘one account, trade global’ to ‘reducing trading costs further’, what CoinUp wants to do has always been quite simple: more assets, lower costs, a simpler trading experience.”