in Cryptographerwe are always excited to sit with leading innovators in the industry. Today we were able to speak with Gemini, one of the most trusted and advanced crypto exchanges in the world. In an exclusive interview, Gemini is diving deep into strategic expansion across Europetheir decision to choose Malta as the Mica Hub, and how to change the user experience with seamless payment options and a wider token product.
Focusing on compliance, education and a long-term vision, Gemini doubles its commitment to shaping the future of European crypto.
- Can you share the strategic rationale behind choosing Malta as the Gemini Micah jurisdiction? Also, what advantages do they offer compared to other EU countries?
We chose Malta for our proactive approach to fostering innovation in fintech and digital assets. We have VASP licenses in several jurisdictions across the EU, including Malta, France, Ireland, Spain, Italy and Greece, and have looked at our options and selected the jurisdiction that best supports our growth plans.
- Gemini recently introduced a series of product updates and new payment methods. Could you explain to us some of the most important changes and how they enhance the user experience?
With Europe’s expansion being a key priority in 2025, our products are currently undergoing a critical UX redesign to enhance the trading experience for both beginners and advanced users.
It streamlined our fundraising experience, improved our existing payment methods, and recently introduced Plaid to all EU customers. This means you can easily transfer EUR and GBP using your bank account in just a few steps, providing a quick and easy lamp. We also made ActiveTrader, an advanced trading platform, more customizable, allowing the user interface to be tailored to your liking.
Finally, for clients of European institutions, we recently deployed USD Rails for institutions. This means you can deposit in USD and access over 80 different USD trading pairs.
- What are the key factors driving the growth of Gemini consumers in Europe? And how do you adjust the strategies of different markets within your region?
Accessibility is an important part of growing in Europe, making crypto easy to use and easier to work hard for all kinds of users. It is also important to build trust, especially with the people we are the first touchpoint in the crypto space. Therefore, as you grow in Europe, it is important to create a seamless, safe and secure user experience in your local jurisdiction.
I also actively listen to existing customers and prospects. Launched in France in November, we recently participated in Paris Blockchain Week, and are researching to understand the importance of localization and understand what it takes to exchange crypto with French consumers, resonate with them, and build intuitive products.
Partnerships such as local bank rails are also driving this growth, increasing legitimacy and brand awareness with mainstream audiences, and filling the gap between traditional financial and crypto space.
- With the rise of Memecoins and Altcoins, how is Gemini adapting its offering to meet this growing interest among consumers?
Token availability is extremely important in improving customer accessibility. This is because each different token and blockchain offers users different benefits and use cases. Over the past few months, we have been offering more choice and flexibility by rolling out new tokens such as WIF, BONK, FLOKI, PYTH, POPCAT, OP, PNUT, GOAT, MEW, BOME & ARB. Some of these tokens may serve as entry points for consumers to the broader crypto ecosystem. You can then exchange it for other tokens as you continue to explore what the crypto offers.
- How does Gemini plan to navigate Europe’s evolving regulatory environment, particularly with the implementation of MICA, and what challenges does it predict?
We believe sound regulations are essential to building trust and integrity in the digital asset space. That’s why we have been actively involved with and working with regulators over the past decade to advocate for best practices. MICA is no exception. After receiving MICA approval in prison from Maltese regulators, we are currently working hard to get a full license as soon as possible.
MICA is a critical step in the right direction for the European crypto industry, and believes it will balance innovation while providing appropriate safeguards for consumer protection in general. But as we saw with Mifid, I am confident that as the industry and technology continue to develop, the regulatory framework must also evolve.
Another challenge is ensuring open and ongoing engagement between industry players and regulators. Crypto Business can give you the best insight to live, breathe, and ensure that it actually works, not just paper.
- As crypto adoption increases, what initiatives is Gemini taking to build trust and improve crypto literacy among European consumers?
Gemini focuses on building trust as crypto adoptions grow in Europe. This means that you will continue to improve your app with simple and secure experiences, including local payment options for all levels of users and easy on/off ramps.
We are also committed to maintaining the highest standards of regulatory compliance and security of our clients’ assets. As we work to secure MICA licenses in Europe, we believe that users will gain even more confidence when using the platform.
We also firmly believe that in order for this asset class to reach full maturity, everyone needs to understand how to effectively navigate space and risk. Therefore, we provide research reports such as Cryptopedia, all encyclopedias on Crypto spaces, and Crypto status.
- What is the next step for Gemini in Europe? And how do you envision the role of platforms to evolve as European cryptoecosystems mature?
Our vision is to become a 100-year-old company backed by its commitment to trust, security and innovation, and we believe it will help it become one of the region’s go-to exchanges. The key part is investing in brand awareness, partnerships and technology, including hiring key personnel across the region to achieve these goals. We recently opened our Malta office as an EU hub, and are actively hiring local talent for several roles there.
