Binance has launched a concierge-type service tailored for family offices, asset managers, and private funds as they begin to explore the crypto market. This new offering provides personalized onboarding with dedicated managers, support for over 100 fiat currencies, and access to customized structured products.

The service also includes credit facilities, institutional-grade custody via affiliated custodians, and real-time analytics and reporting tools to help professional investors gain clear insight into their investment portfolios.

According to Binance, the initiative is designed to cater to “affluent investors” from traditional finance who wish to engage with crypto markets yet feel uncertain about effectively navigating this landscape.

While other cryptocurrency exchanges like Coinbase and Kraken target institutional users, Binance faces competition primarily from wealth management firms such as Morgan Stanley and crypto custodians like Fidelity Digital Assets, a subsidiary of Fidelity Investments, which offers integrated trading platforms and secure custody solutions for institutions and high-net-worth clients venturing into digital assets.

On a related note, JPMorgan recently filed with the SEC to offer auto-callable, accelerated barrier notes tied to BlackRock’s iShares Bitcoin Trust ETF, representing a sophisticated derivative product aimed at affluent clients.

Family Offices Enhance Crypto Adoption in Asia

In August, Reuters reported an increasing interest among family offices and wealthy individuals in Hong Kong, mainland China, and Singapore to broaden their digital asset investments, with many aiming to allocate approximately 5% of their portfolios to cryptocurrency.

Jason Huang, founder of NextGen Digital Venture, announced raising over $100 million in a few months for a new long-short crypto equity fund, launched in Singapore in May, after a previous fund yielded a 375% return within two years.

Both Singapore and Hong Kong are establishing themselves as key regional crypto hubs. A research study from December 2024 conducted by ApeX Protocol noted Singapore’s leadership across metrics such as blockchain patents, industry jobs, and the number of operational crypto exchanges.

Meanwhile, Hong Kong enhanced its virtual asset framework in June to permit crypto derivatives trading for professional investors and implemented tax incentives to attract digital asset funds and family offices. The city also introduced its LEAP framework, paving the way for licensed stablecoins, tokenized bonds, and broader tokenization of real-world assets.

Related: Crypto set for the next phase of adoption: Engaging financial advisers