Exclusive Interview with Bitget CMO Ignacio: Good code removes friction, good branding removes doubts
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Exclusive Interview with Bitget CMO Ignacio: Good code removes friction, good branding removes doubts
A software engineer's brand philosophy.
Navigating Web3 tides with focused insightsAuthor: momo, ChainCatcher
In the noise of the crypto world, we seem to have fallen into a peculiar linguistic迷思—when terms like "cross-chain interoperability" and "modular architecture" become industry standards, technology itself is building an invisible wall of cognitive complexity. The distance between users and products has not shortened with technological advancement; instead, it has grown further due to increasingly obscure technical language.
While the entire industry uses ever more complex terminology to demonstrate its professional depth, Bitget has chosen a different path. In 2025, this exchange decided to rethink how it communicates with users—not by piling up technical jargon, but by returning to language users can understand, launching a fundamental reconstruction of brand communication through the simple yet profound concept of "Unified Exchange (UEX)."
Behind this transformation is a storyteller from the world of code: Ignacio Aguirre Franco, Bitget’s new Chief Marketing Officer (CMO). Bringing rigorous computer engineering thinking into marketing, he firmly believes the best technology should be felt, not explained. "Good code eliminates friction; good brands eliminate doubt."
Under his leadership, a thought-provoking question emerges: in an industry ruled by technical terms, how can the complex concept of a "Unified Exchange (UEX)" be transformed into a simple promise that every user can understand and trust? While other platforms chase more complex technical descriptions, why does Bitget believe true professionalism isn't making things sound complicated, but making complex systems simple to use?
Below is his story—about using code-like logic to build brand trust, turning technical complexity into simple user experiences, and why on the journey toward "unified" vision, the most humble promises often require the strongest foundations.
From Code to Narrative: An Engineer's Brand Philosophy
In Ignacio’s mindset, the underlying logic of marketing closely resembles software engineering. This CMO who crossed over from the code world redefines brand-building with an engineer’s rigor.
Ignacio: "Programming and brand-building follow the same rules: clarity, consistency, and reliability. Good code eliminates friction; good brands eliminate doubt."
This thinking directly shapes his work philosophy. Whether at traditional tech giants like Adobe and SAP or financial innovators like Xapo Bank, he sticks to one principle: functionality alone isn’t sticky—stories are.
In the crypto industry, complex technology often becomes a barrier to user understanding. What Ignacio excels at is transforming difficult concepts into language anyone can grasp.
He shares a proud example: "We took a complex, multi-chain product and distilled it into three promises: your yield keeps generating, operations become simpler, and you can use it wherever you are."
Ignacio: "Once users can repeat it in one sentence, adoption follows. Then partners and communities naturally fall into place."
From traditional tech to the crypto world, Ignacio has undergone a shift in marketing philosophy. To him, some core fundamentals remain timeless, while certain rules must be broken. "The essential core of effective marketing remains: understanding your ideal customer’s pain points and communicating in plain language."
Yet, he clearly recognizes what needs to change: "In traditional fields, brands have strong control over narratives; in crypto, communities own the brand. You can’t control the conversation—you can only guide and participate." This shift in mindset directly affects pace. "The rhythm in crypto is ten times faster than in traditional tech, meaning marketing strategies must be more agile—willing to test fast, learn, and iterate quickly."
Standing at the intersection of code and narrative, Ignacio is redefining brand-building in crypto with engineering rigor and marketing insight.
How Does the "Unified" Narrative Simplify Complexity?
When Bitget announced its "Unified Exchange (UEX)" strategy at its seventh anniversary, it wasn’t just releasing a product roadmap—it marked the beginning of a brand narrative about transforming complex technology into simple user experiences.
This narrative resonates deeply with CMO Ignacio’s original motivation for entering crypto. He admits he was initially inspired by Bitcoin’s grand vision of reshaping internet value through decentralized systems. At Bitget, he found similar traits—"bold but execution-first, not chasing hype but committed to building lasting infrastructure." This excites him and forms the foundation of his brand storytelling.
To Ignacio, the company’s quiet accumulation of over 120 million users is the best proof of this pragmatic spirit. With his engineering background, he’s focused on turning the Unified Exchange from a technical concept into a tangible brand promise users can feel.
Ignacio: "At Bitget, I’m applying the same principles: sharpening our brand narrative, amplifying areas we already excel in, and ensuring consistent presence during key moments across both crypto-native and mainstream channels."
In his interpretation, "unified" is first and foremost a promise of experience—enabling any user to complete all investment activities within a single interface, eliminating the need to constantly switch across complex ecosystems. Crypto technology should make everything simpler, not more complicated.
He breaks down the unified concept into three key pillars: deep-rooted product DNA, balanced global reach, and superior execution speed. Together, these form the solid foundation of the "unified narrative."
Ignacio: In terms of product DNA, Bitget isn’t just adapting to trends—we’re continuously innovating to define them. Beyond meeting market demands in copy trading, mobile-first experience, and risk management, we’ve introduced a series of innovations including on-chain trading integration, tokenized US stocks, and the AI-powered trading assistant GetAgent. We were also the first to propose the strategic concept of a "Unified Exchange," redefining the digital asset trading experience.
In terms of global reach, Bitget isn’t focused on a single market—we operate across Asia, Europe, Latin America, and the Middle East and North Africa. This gives us cross-regional resilience and insight.
Besides, Bitget moves fast. We experiment, learn, and launch products. Web3 doesn’t wait—and we’re built to move forward in sync.
With over 120 million users already served, where will growth focus next under the "unified narrative"?
Ignacio outlines Bitget’s plan: "We focus on two things: asset offerings and user experience."
He emphasizes that the primary feature of a Unified Exchange is comprehensive access to global core assets. Bitget already supports all on-chain crypto assets and has become the largest marketplace for tokenized US stocks and US stock derivatives. Support for gold, forex, and more is coming soon. "One-stop access to all global core assets" represents innovation on the supply side. On the user experience front, AI integration drives progress: "Bitget’s AI assistant GetAgent learns algorithms and analytical capabilities from general AIs like ChatGPT, while also leveraging user behavior and trading data that general AIs lack—enabling more personalized and accurate trading recommendations."
Regarding the strategic emphasis on emerging markets, Ignacio reveals Bitget’s logic: entering regions where user needs are underserved, infrastructure is weak, and Bitget can truly make an impact. Once the real needs of these markets are deeply understood, the value of the "Unified Exchange" as an all-in-one solution becomes self-evident.
Building Order Amid the Storm
In the never-ending storm of the crypto industry, executing such a vision requires a highly efficient team.
Based in Luxembourg, Ignacio’s day races through cross-time-zone meetings, intensive marketing campaigns, and critical product launches. He shifts rapidly between strategic reviews, creative approvals, and in-depth discussions for specific markets. The most stressful times come during major product rollouts requiring global coordination or sudden market shifts.
Under such high pressure, he relies on strict discipline to create order and maintain sharpness. He treats energy as a core resource to be managed—knowing when to push hard and when to pause and recover is part of the plan.
It’s precisely this ability to maintain calm and order amid chaos that forms the foundation of his unique management philosophy.
Ignacio: "I lead with trust and clarity. I give team members space to take ownership, but ensure everyone understands the 'why' behind their work."
In team building, he applies unconventional criteria. Ignacio says, "I value initiative, humility, and adaptability over background. Like many leaders at Bitget, I’d rather have a learner than a know-it-all."
To Ignacio, managing a global marketing team is like architecting a complex system—each component must operate independently while seamlessly collaborating.
Ignacio: "In this industry, speed is competitiveness—but speed doesn’t mean chaos. Through clear division of labor and a culture of trust, we maintain rapid execution while ensuring every decision is well-considered."
The Evolution from Vision to Reality
To Ignacio, clear strategy and an efficient team are the key pillars that turn the "Unified Exchange" vision into reality.
This methodology is already showing results. Looking back at the end of 2025, Bitget has progressively turned the blueprint of the "Unified Exchange" into tangible achievements: becoming the first mainstream platform to support all on-chain assets; surpassing $5 billion in trading volume for US stock derivatives; and GetAgent, the AI assistant, answering over 1 million user investment queries.
Reflecting on the year, Ignacio remains clear-eyed: "Over recent months, we ranked second globally in capital inflows among major exchanges, signaling growing user trust and platform maturity. Of course, challenges remain—especially expanding operations amid diverse global regulatory environments and driving user adoption of new on-chain features."
Regarding ecosystem value capture, with BGB now governed by the Morph network, BGB’s value foundation is further strengthened, positioning it as a tripartite ecosystem hub connecting "exchange-wallet-public chain."
Notably, the Morph Foundation recently completed a significant upgrade to the BGB tokenomics model, introducing a new quarterly buyback-and-burn mechanism. This design reinforces BGB’s core role in payments, governance, and settlements, expands its applications in DeFi and PayFi, and establishes a long-term value logic grounded in real demand.
Looking ahead to 2026, Bitget’s strategic direction shows a deepening evolution from quantitative growth to qualitative transformation. The company’s goals are shifting significantly. "Our goal is moving from rapid growth to achieving sustainable global leadership."
Ignacio emphasizes: "Success metrics are no longer just user scale, but also ecosystem depth, product innovation, and sustained user engagement."
Today, driven by Ignacio, the "Unified Exchange" is evolving from a technical concept into a tangible user experience through precise brand storytelling. This builder who deconstructs branding with engineering thinking is proving: the best technology stories don’t need fancy words—they just need accurate delivery.
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