Binance is rolling out a new VIP service designed specifically for ultra-high-net-worth investors. The offering, called Binance Prestige, caters to family offices, private funds, and sophisticated asset allocators who want a hands-on, professional approach to digital asset management.
This launch builds on Binance Wealth, which debuted last year to serve advisors and wealth managers targeting the mass-affluent segment. Catherine Chen, head of Binance VIP and Institutional, said the service will likely attract investors with $10 million or more in assets, though there is no strict minimum to qualify.
Prestige is designed to mirror the personalized experience that wealthy clients expect from traditional private banking.
Chen noted that family offices and traditional finance investors are increasingly curious about crypto and want the same level of guidance and hand-holding they are used to.
Many high-net-worth clients have historically struggled with onboarding in crypto, facing multiple hoops just to start trading. Over half of wealth management professionals now see digital assets as essential for client engagement, up from 44% last year, according to Avaloq.
Binance Prestige aims to remove those barriers and provide a seamless, high-touch experience.
Binance already offers VIP Holder accounts for investors with over $500,000 in trading assets, divided into four tiers. Prestige builds on the top tier, adding six core service pillars: onboarding, fiat access, structured products, capital financing, custody, insights, and reporting.
The platform is also exploring features like inheritance planning to further support wealthy clients’ long-term strategies.
Chen emphasized that while Binance Prestige provides a high-touch service, it is not a bank, but rather a tailored gateway for ultra-wealthy investors entering crypto. The firm sees Asia and the Middle East as fast-growing regions for this segment, reflecting rising interest in digital assets among sophisticated investors.
With Binance Prestige, the exchange is positioning itself at the forefront of luxury crypto services, blending traditional finance expectations with the opportunities of digital assets.
