A few years ago, few women were in the room at many cryptocurrency conferences, let alone at the C-suite level. However, as crypto keeps hurtling into the mainstream, things are changing. Binance’s Global Chief Marketing Officer Rachel Conlan, spearheading a mission to make crypto accessible to everyone, is cultivating a cultural shift into something more representative of the greater population.

At Token2049 Dubai, a conference that brings together the global Web3 industry, she said: “I think the new generation of crypto looks like everyone you and I know. It could be our auntie, uncle, boss, or nephew. That’s what’s incredible about the moment we’re in.”

Conlan has taken a fresh approach: Education, accessibility, and empowerment.

“We’re in a privileged position as the largest exchange globally,” Conlan said, adding that Token2049 has given Binance a platform to engage with over 15,000 attendees—and nearly 100,000 more through side events.

But the goal isn’t just visibility; it’s connection.

“Our space is free to access. All you need is a Binance account. That’s intentional. We want to welcome OGs, builders, and project leaders—but also the next generation of users.”

This reflects a shift in strategy, moving from a niche tech community into broader, more inclusive public engagement.

A BILLION-USER VISION

Crypto, for Conlan, is about financial empowerment.

“It took Binance five years to reach 100 million users and just two more to hit 200 million. In the last 14 months alone, we’ve added 95 million new users,” she said.

The spectrum of users is vast, from institutional investors to everyday people seeking financial independence. 

“There are still 1.8 billion unbanked people in the world. Binance has the potential to lower barriers and give them tools to send money home faster, cheaper—and with dignity.”

A HOTBED FOR CRYPTO INNOVATION

Conlan’s insights into global adoption are primarily informed by her base in the UAE, where Binance has over 1,000 staff on the ground.

“Here in the MENA region, we see one in five people engaging with crypto. In places like Saudi Arabia, 70% of the population is under 35. That youthful, tech-forward demographic is not only adopting crypto but also bringing their families into it.”

She notes that the region is experiencing “some of the highest rates of female usage,” reflecting a broader socioeconomic movement toward greater financial inclusion and equity.

For Conlan, the region’s momentum is no accident. “It’s about regulatory clarity, government commitment, and a long-term vision. The UAE is becoming the modern global financial hub—not just for crypto, but also for AI and frontier tech.”

CLUBHOUSE, COMMUNITY, AND ‘EDUTAINMENT’

One of Conlan’s projects is the Binance Clubhouse—a community designed to bridge the gap between education and entertainment, where everyone is welcome. 

“We treat it like a festival of crypto,” she said. “We offer talks, demos, games, intimate dinners—it’s all part of creating a multilayered, inclusive, engaging experience.”

“It’s about demystifying crypto and showing people that this space is about fun, community—and opportunity,” she added.

WINNING OVER THE SKEPTICS

Despite the industry’s growing legitimacy, skepticism still abounds. Conlan meets it head-on—with education as her most powerful tool.

“70% of our marketing efforts are focused on education,” she said. Binance Academy, for instance, educated over 43 million users last year through content in local languages.

Offline events are just as important. “We hosted over 2,000 in-person meetups globally, with 500 in MENA alone. Sometimes it’s just a coffee chat—but it’s meaningful.”

Even within her own family, she’s had to prove the value of crypto.

“My dad couldn’t understand why I left my job at a creative artists agency for this [crypto] industry. But last October, after the ETF approvals, he told me the biggest mistake he made in the last five years was not buying Bitcoin when I first suggested it. That was a proud moment.”

As Token2049 Dubai closed, one thing is undeniable: the city is no longer just hosting the conversation around crypto—it’s shaping its future. With its bold regulatory vision, thriving tech ecosystem, and unmatched global connectivity, Dubai has emerged as a launchpad for the next era of Web3 innovation.

For Binance, this moment marks more than regional momentum—it signals a global inflection point. It’s scaling access to digital assets and redefining crypto’s purpose.