Exclusive Interview with He Yi: "Glad Regulatory Bodies Are Regulating Cryptocurrencies, Currently Only Holding BNB"

Binance is the world's largest cryptocurrency exchange, operating in around 180 countries with a daily average trading volume exceeding $2 billion.

Leading the charge to further develop the business is Binance co-founder and CMO He Yi, a trusted lieutenant to CEO Zhao Changpeng.

In an interview, she shared her views on the evolving regulatory landscape, the role of the internet in cryptocurrency growth, the rise of meme coins, and the importance of women in leadership roles.

On regulation and finding a physical headquarters

Founded in 2017, Binance has faced intense scrutiny from global regulators this year, resulting in bans and warnings against the exchange in dozens of jurisdictions.

One of the most notable concerns has been Binance’s lack of a physical headquarters. In September, its CEO finally acknowledged that it needs a physical base to operate within the boundaries set by global regulators. Since its inception, Binance has allowed employees to work remotely—a model she described as "futuristic."

“Maybe we were years ahead of our time,” she told Insider, “now everyone is working from home.”

She said Binance has a shortlist of five countries, some in Europe, but declined to comment further on specifics. She did say it would ultimately come down to which country offers the most favorable regulations. Contrary to what others might think, He Yi said she welcomes the strict oversight regulators are applying to the digital asset space. It means the industry is maturing, she said.

“We’ve always been building self-regulation,” she said. “We’ve always had strict internal policies, such as no insider trading, and have constantly worked to protect users from scammers. We’re fighting this battle.”

On cryptocurrency growth

Regarding demand for cryptocurrency, He Yi said countries with advanced internet infrastructure are also where they see the highest demand. “The internet helps crypto,” she said.

She added that beyond that, countries experiencing sharp declines in the value of their fiat currencies, such as nations in Africa, have also seen corresponding surges in cryptocurrency demand.

On meme coins

As for Dogecoin, Shiba Inu, Squid, and other meme coins that have remained in the spotlight, He Yi said it’s all driven by FOMO and urged investors to proceed with caution.

“These started out as jokes,” she told Insider, “I don’t think this is a long-term situation.”

As for her own holdings, He Yi said she only holds BNB. She said she once owned Bitcoin and Ethereum years ago, but gradually sold them off.

On female leaders

Though the industry is predominantly male, she said Binance stands out, with at least 35% of its management team being women—a point of pride for her.

She recalled taking a work call on the very first day after giving birth, saying women must work harder to prove they deserve their place. But she said companies should respect the unique strengths women bring, especially those who are mothers.

“Women don’t believe they can achieve their goals, but they can,” she said.

On the challenges of leadership

She said the remote nature of work makes it difficult to build company culture. She noted she does her best by scheduling one-on-one calls with colleagues and teammates to foster connections.