AB Majlis podcast: Binance’s Jessica Walker on education, trust and building crypto confidence in the Middle East

As crypto grows in visibility across global markets, questions about trust, education and law remain at the forefront. In the latest episode of AB Majlis, Nicole Abigael, Arabian business reporter, sat down with Jessica Walker, Global Media and Content Lead at Binance, shared details on how the world’s largest crypto platform is tackling misconceptions, engaging users and building long-term confidence in digital assets, especially in the Middle East.

Crypto, Walker said, may be more mainstream than ever, but understanding still lags behind adoption. “There’s definitely an important point to learning about crypto,” he explained. “The digital goods industry is still emerging. It’s only about 10 years old, and education is still a pain point that people need to talk about and communicate with.”

He noted that when he first entered the space ten years ago, crypto content was aimed at a very small audience. “There was a joke that if you were in crypto, you were either a computer programmer or a trader. That was the content of the demographic he was talking to,” Walker said. “Now Binance has reached 300 million users – 1 in 27 people worldwide has a Binance account – and digital assets are becoming mainstream. Content and education should reflect that.”

Instead of relying on rhetoric, Binance focuses on clarity. “We try not to focus on buzzwords and trends, but on defining what is important, clear descriptors,” he said, pointing to initiatives such as the Binance Academy and the company’s YouTube channel, which has more than 1.2 million subscribers. Importantly, education is in place. “Our education for the MENA region will be different from that of Latin America. One of the biggest misconceptions is that everyone already knows about crypto – in fact they don’t.”

Walker believes familiarity does not always equate to understanding. “People know the term, but they think they know what it means, and often they don’t,” he said, adding that education is very important because digital assets involve personal capital. “This is the people’s money.”

He likened the adoption of crypto to earlier shifts in banking behavior. “Our parents used to do brick and mortar banking. Then neobanks made people comfortable with online banking. Digital assets are the next step,” he said. “When someone tries it – once they send digital goods to someone – you realize they’re not afraid. It’s fast, simple and easy to track. Suddenly, you’re transformed.”

Finding the right balance between education and overload is a constant challenge. Walker said Binance relies heavily on community feedback. “Our DMs are always open. We monitor comments across the Academy, YouTube and social media, to see what questions come up,” he said. Short, targeted content has proven to work best. “We’ve found that four-minute explainers on YouTube do very well. People would rather watch something specific to what they want to understand than a long podcast.”

That insight helped Binance tailor its messages by region, age and usage situation. “If education is refined and clear, it is better received,” he said.

In the Middle East, the crypto narrative resonates differently. “The district has young, tech-savvy people,” Walker said. “The UAE is coming a long way in embracing digital assets, AI and emerging technologies. It’s very tech-focused.” This allows Binance to dive deeper into use cases such as cross-border payments, as well as the themes of trust and security.

Control plays an important role here. “From a regulatory point of view, the UAE is very advanced, with VARA and ADGM,” he said. “Being able to communicate in compliance with regulatory frameworks really reassures users in the region.”

Walker also noted a clear shift in the way crypto is being discussed publicly. “It’s become a household name,” she said. “I carry luggage with the Binance name, and people from Morocco to Spain see the brand and want to talk about their crypto journey. That still amazes me.”

Institutional involvement also legitimizes the sector. “We’ve seen institutions enter the space, large organizations certify the industry, and many users follow,” he said. “Crypto has not always been a concept – for many, it has become a way of life.”

Binance’s engagement with regulators has also shaped its messaging. “We are working closely with the regulators in the UAE, and we are maintaining an open dialogue,” Walker said. “We invite moderators to our events to be part of the conversation. That helps us communicate more clearly with users and builds trust.”

He emphasized that trust is important. “This is a new industry, and trust is at the forefront of everything Binance employees focus on,” he said. “If you don’t have trust, you don’t have a user base, a community or a framework.”

Another misconception that Walker often corrects is that Binance is only for professional traders. “I’ve had a Binance account for seven years, and I’m not a trader,” he said. “Crypto is for everyone. It’s about global financial freedom, not staring at charts all day. That idea can turn people off, but it’s not true.”

Community, he added, is the foundation of Binance’s identity. “Events are where the crypto community really comes alive,” he said, referring to Binance Blockchain Week. “You see people from all over the world coming together to celebrate an industry they truly believe in.” Feedback from users also directly influences product development, emphasizing what he describes as a “community-first and community-led approach”.

For those still skeptical, Walker encourages small steps. “The Binance ecosystem is much bigger than just an app,” he said. “There’s the Binance Academy, YouTube resources, and events you can attend just to practice before taking the next step.”

Walker is optimistic about the direction of crypto discussions. “The narrative has grown exponentially over the last three years,” he said, citing ETFs, regulatory bodies and digital warehouses. “Crypto is no longer just a buzzword. We’re just getting started, and 2026 is going to be incredibly exciting.”

As for what might surprise people about working at Binance? “The leadership team is incredibly accessible,” Walker said. “You’ll see our CEO on the front lines, talking to users. No matter how big the platform gets, that accessibility keeps Binance community-focused at its core.”