Crypto Exchanges Want Your Next Stock Trade in 2027

Crypto exchanges are broadening their pitch heading into 2027, offering stock-linked instruments that allow traders to follow companies like Nvidia without buying their shares. LBank, one such exchange, provides exposure to share prices through products on its platform, which users already use for crypto trading.

In an interview with BeInCrypto, Kaia Wong, LBank's VP of Marketing & Partnerships, explained that exchanges are following traders into new markets to keep them returning even after promotional rewards expire.

Growing Market for Tokenized Stocks

LBank offers more than 250 trading pairs across stocks and commodities, with peak daily volume for its traditional-finance products exceeding $3 billion. The wider market for tokenized stocks is also growing, with on-chain value standing at roughly $3.17 billion, up 395% over a year.

According to Kaia, stories about AI and economic policy are drawing customers toward "opportunities outside of crypto," with traders wanting to access these developments through platforms they already know.

Stock-Linked Instruments Explained

When trading stock-linked products on crypto exchanges, customers don't actually own the shares. "They own a stock-linked instrument," Kaia explained, noting that these provide exposure to share prices without direct ownership of the shares.

Building Familiarity and Trust

To differentiate themselves in a crowded market, exchanges like LBank are partnering with cultural brands. LBank's August partnership with Pudgy Penguins included a 500,000 USDT campaign, combining branding with trading incentives.

"We try to give trading a voice and a face in a market where many products look similar," Kaia said, explaining that familiar characters make platforms feel more approachable.

Beyond Incentives: Retention Strategy

While promotional rewards can encourage initial trades, Kaia emphasized that "they don't help with creating long-lasting volume." Instead, exchanges focus on retention by offering markets users care about and reliable trading experiences.

Expanding to New Blockchains

Exchanges are also exploring emerging blockchain ecosystems, with Robinhood launching its public mainnet in July and LBank creating a dedicated zone for tokens associated with the network. Kaia emphasized that "we assess every token individually," checking project quality, disclosure, holder information, and liquidity.

She clarified that Robinhood's name on a blockchain doesn't mean it endorses every token built there, distinguishing between the platform hosting an asset and the organization responsible for it.

Educating New Traders

As exchanges expand their offerings, the challenge of educating users grows. Kaia noted that platforms often serve experienced traders best, but exchanges have a responsibility "to meet users where they are and to help them move forward at their own pace."

Heading into 2027, customers will need clear explanations at the point of purchase, especially when familiar stock tickers represent unfamiliar contracts. LBank's anniversary theme "Come as you are" reflects its commitment to serving traders at all experience levels.