TL;DR
- Build cadence: Coinbase ran 9-to-9 sprints in New York, with Q3 intensification planned, signaling a high-priority push to unify digital and traditional assets under one roadmap for faster shipping and native cross-asset navigation.
- Product scope: The vision centers on integrating DEX trading into the main experience to widen token access, preserve self-custody optionality, improve liquidity, and unify execution, custody, and data without fragmenting the user journey.
- Market framing: Strategy mirrors Robinhood and Revolut expansions as ETH trades near $4,300; analysts see institutional alignment ahead while regulation acts as both constraint and catalyst, amid positive builder sentiment and API wallet asks.
Coinbase is sprinting to close the gap between crypto and traditional markets. CEO Brian Armstrong mentioned that teams in New York worked from 9 AM to 9 PM last week on the Everything Exchange, which is a key initiative to position Coinbase as a platform for both digital and traditional assets. The strategy aims to gain momentum through Q3 2025, bringing together liquidity, listings, and access into a single plan. This effort seeks to transform convergence into a competitive advantage for Coinbase.
The Coinbase team “surged” in New York last week to make progress on the Everything Exchange. 9am to 9pm (and beyond) daily. Energy was great.
Going to ask every team working on a key initiative to schedule a similar surge in Q3.
— Brian Armstrong (@brian_armstrong) August 18, 2025
Intensive development in New York
Armstrong described all key teams working extended hours, with similar sprints slated across the third quarter to keep momentum high. The cadence emphasizes hands-on coordination across product, engineering, compliance, and institutional groups to reduce friction between asset types and streamline execution. The message is clear: ship faster, integrate deeper, and make cross-asset navigation feel native for retail and pros.
DEX integration and product expansion
A core pillar is integrating decentralized exchange trading while expanding Coinbase’s platform, a response to user demand and rising competition. Bringing DEX rails into the main experience aims to widen token access, preserve self-custody optionality, and improve liquidity without fragmenting the journey. The Everything Exchange is less a new app than a unifying layer stitching execution, custody, and data across asset classes.
Community sentiment and developer asks
Early reactions trend positive, with builders on X and Discord energized by broader token access inside a familiar interface. Developers are also pushing for richer APIs and wallet features that make on- and off-ramps, signing, and programmatic trading more seamless. Coinbase’s pace signals a willingness to iterate in public and absorb feedback quickly as features move from test to production.
Market context and institutional ambitions
The strategy echoes earlier fintech expansions at Robinhood and Revolut, seeking to normalize multi-asset access under one roof. Market context matters, too: Ethereum trades near $4,300 with a market cap of around $518.13 billion, a 13.28% dominance share, a 24-hour increase of less than 1%, and a 60-day surge of 71.48%. Analysts frame the push as groundwork for deeper institutional compatibility, with regulation both a constraint and a catalyst for growth.
