Exclusive Interview with VALR CMO: Values and Marketing Strategies That Transcend Geography
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Exclusive Interview with VALR CMO: Values and Marketing Strategies That Transcend Geography
How to promote a South African exchange in Asia?
Navigating Web3 tides with focused insightsInterviewee: Ben Caselin, CMO of VALR.com
Interview and article: Alex Liu, Foresight News
Backed by Pantera and headquartered in Johannesburg, VALR.com is Africa’s largest cryptocurrency exchange by trading volume, serving over 1,000 businesses and more than 800,000 traders worldwide. Recently, VALR has been making significant moves across Asia—driven by whom, and what values and strategies guide this expansion?
We are honored to welcome Ben Caselin, Chief Marketing Officer of VALR.com, who shares his personal journey and insights into where VALR is headed. With years of experience in the digital asset space, Ben has focused on advancing Bitcoin adoption in emerging markets, particularly in Hong Kong and the UAE. His views are frequently cited or published in top-tier media, and he is a regular speaker at global conferences.
Background and Experience
Foresight News: You’ve had a rich career in the crypto industry across Asia and the Middle East. Could you share some pivotal moments that shaped your current role at VALR?
Ben: Like many in crypto, my journey has been quite eventful. In Hong Kong, I lived through a full cycle of the crypto business landscape—from launching an exchange, building a global brand, and expanding into multiple markets, to experiencing the turbulence of a sudden corporate collapse.
My early days in Hong Kong were relatively underground—starting with writing niche articles and attending small, lesser-known meetups. Over time, I witnessed the sector's rapid evolution: from the ICO boom, to the rise of DeFi, institutional entry, and ultimately the emergence of Web3.
In Dubai, my work shifted toward engaging banks, regulators, government officials, and even members of royal families. This gave me deep insight into the immense potential crypto can unlock on a global scale.
It was also at the Burj Khalifa in Dubai that I met Badi Sudhakaran, one of VALR’s co-founders—an encounter that was undoubtedly a turning point.
Foresight News: What unique insights or experiences did you gain while working in Hong Kong and Dubai, and how have you brought them to VALR?
Ben: Throughout my career, I've always operated based on value-driven principles—there's no doubt about that. One key lesson I've learned is: “Ensure the people you work with, and the companies you join, align with your values.” Once that alignment exists, exceptional outcomes become possible.
VALR existed before I joined—it was founded in 2018 and grew organically into Africa’s largest exchange by volume, serving over 1,000 institutional clients. VALR was already excellent before my arrival and would have continued to thrive without me. Still, I’m proud to be part of it.
Just as I once worked to connect Hong Kong with Dubai, I’m now excited about connecting Asia with Africa—because it’s precisely through such connections that rapid growth becomes possible.
Joining VALR
Foresight News: What motivated you to join VALR? And since becoming CMO in November 2023, how has your role evolved?
Ben: In 2023, I seriously considered stepping away from the exchange industry altogether—to retreat to a remote island and focus on Bitcoin education. During that period of reflection, I wrote a book titled *The Topography of Value: Navigating Society Through the Prism of Value*, exploring the concept of "value" across various dimensions of human life—money, religion, art, nature, technology, community, and death.
On page 19 of that book, I wrote: “...in the past hundred years, we've seen the invention of cars, airplanes, spacecraft, telecommunications, the internet, and Bitcoin, helping us see humanity’s unity—that indeed, the world is one.”
I share this because if you visit the "About Us" page on VALR.com, you’ll find a quote from Farzam Ehsani, VALR’s co-founder and CEO: “We need a financial system that recognizes the unity of humankind.”
Given this, my decision to join VALR became obvious—everything aligned perfectly.
As for my role, the first few months were focused on building a reliable communications and marketing team, hiring talent, and preparing the platform for global expansion and viral growth. Now we’re entering an exciting phase, with many new users joining VALR and completing registration—marking, I believe, the beginning of a beautiful story between VALR, Asia, and ultimately the world.
Foresight News: VALR is known for its strong values and community orientation. How does your vision align with the company’s ethos, and what new directions have you brought to the organization?
Ben: At the core, VALR’s co-founders and I share a common belief: material progress—such as technological advancement—is not enough to change the world. It must go hand-in-hand with moral progress.
At VALR, this isn’t just about how we view our users and partners. Ethics, solidarity, and a commitment to integrity are embedded in our internal culture—and that’s truly refreshing.
I'm not sure what specific direction I’ve brought to the company, but perhaps my colleagues would say I’ve increased the sense of urgency and pressure. Ultimately, I think we all look forward to the future with great expectations. What can I say? Let’s keep pushing forward!
Expansion into Asia
Foresight News: VALR has ambitious plans for the Asian market. Can you elaborate on your strategy for entering this region and the key challenges you anticipate?
Ben: While VALR is best known as a leader in South Africa, our largest customer base is already in Asia. In the coming months, we will continue hosting meetups, attending conferences, forming partnerships, and launching a Chinese-language version of our app soon.
Meanwhile, we’re meeting more people, growing our community, and rolling out exciting incentive programs to drive growth and trading volume.
Each month, we offer a prize pool of up to 5 million USDT for the highest-volume futures traders. We’re also wrapping up our “Solana Summer” campaign, distributing over 300 SOL in rewards to traders at all levels. For both existing and new users, we’ve launched a Global Treasure Hunt—where users complete simple tasks like KYC verification, trading, referrals, or staking to earn USDT and USDC rewards. In October, we’ll introduce a new trading competition based on P&L and ROI metrics to help users benchmark their performance.
Foresight News: Asia hosts some of the world’s largest crypto exchanges. In such a competitive landscape, what is VALR’s unique advantage?
Ben: Many exchanges in this region originated from foreign exchange, e-commerce, or online gambling. Their growth philosophies are highly effective.
VALR is fundamentally different. It was founded to address societal issues. While revenue matters—and we are profitable—VALR prioritizes people over profits. We are a customer-centric company, and anyone who has used our platform will attest to that.
Asia is clearly important to us, but the market is saturated. Yet people are hungry for new opportunities. By building bridges between different crypto hubs, VALR is creating new pathways—effectively opening African opportunities to partners in Asia, Europe, and the U.S., while expanding our user base globally.
It’s well known that Africa’s market—marked by high inflation, inefficient banking, and urgent demand for financial inclusion—is increasingly seen as fertile ground for crypto adoption. By connecting Asia’s mature crypto ecosystem with Africa’s emerging market, VALR is pursuing a unique growth strategy that few other exchanges can replicate. Backed by investors such as Pantera Capital, Coinbase Ventures, and GSR, and recently licensed under South Africa’s Financial Sector Conduct Authority (FSCA), VALR is uniquely positioned for success.
Opportunities and Partnerships
Foresight News: As VALR expands globally, what kinds of partnerships are you seeking in Asia?
Ben: VALR thrives on partnerships. We’re open to collaborating with anyone committed to advancing human progress. In OTC, we’ve partnered with Circle and Tether to provide deep liquidity across multiple blockchain protocols. We also work with some of Africa’s largest fintech firms—serving millions of customers—who build on and leverage our infrastructure.
Beyond native crypto and fintech players, we’re in advanced discussions with some of Africa’s biggest banks—though we can’t disclose details yet.
The same openness applies in Asia. We welcome collaborations with new Web3 projects, stablecoin issuers, fintech companies, liquidity providers, KOLs, trading communities, aggregators, and more. Growth hinges on building connections—and that’s exactly what we’re doing.
Foresight News: For professionals in Asia interested in joining VALR, what skills or expertise are you currently seeking?
Ben: VALR is a fully remote company with employees spread across the globe, including Asia. As we grow in Asia and Europe, we’re looking for more dedicated and talented individuals to join our team—not just in marketing, but also in business development, customer support, and other critical exchange operations.
Industry Outlook and the Future
Foresight News: With rapidly evolving crypto regulations, why will 2024–2025 be a pivotal moment for the industry? How is VALR positioning itself for long-term success?
Ben: The world is undergoing extraordinary upheaval. Macro-economically, the global financial system faces immense strain, financial markets are more volatile than ever, and geopolitical security continues to deteriorate.
We believe Bitcoin and cryptocurrency adoption are crucial pieces in solving some of the world’s biggest challenges. For us, this means staying the course. Integrity will always prevail. By adhering to our core values—solidarity, honesty, transparency, and justice—we believe we stand a strong chance of long-term success.
Foresight News: In the coming years, what broader goals do you hope to achieve at VALR, particularly in terms of global growth and industry impact?
Ben: We live in a time when trust in institutions erodes daily. Yet trustworthy institutions are essential for peace and prosperity. I believe VALR can become one such institution. We’re moving in the right direction, step by step.
Next year, we’ll host a special event in Cape Town, South Africa—a unique and impactful gathering. I hope to see many of our Asian partners and community members there, so together we can connect continents, open new markets, and build a better world.
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