Coinbase Appoints Former Goldman Sachs Exec as VP of Product

Coinbase, one of the world’s largest cryptocurrency exchanges, has named Liz Martin as its new Vice President of Product. She will lead the Markets and Derivatives division. According to the announcement, this appointment is a key part of Coinbase’s plan to create an “everything exchange.”

Liz Martin to Help Build an Everything Exchange

Liz Martin brings 25 years of experience from Goldman Sachs, where she worked in global markets, derivatives trading, and financial product innovation. At Goldman, she held several senior roles focused on trading technology and market structure. Her expertise aligns with Coinbase’s goal to combine traditional finance with modern digital asset solutions.

In her new role, Martin will improve Coinbase’s trading systems, make it easier to access regulated derivatives, and enhance its services for institutional clients. Her leadership aims to foster innovation in liquidity solutions, market transparency, and risk management tools. These areas are crucial for attracting institutional and retail investors.

Ultimately, Coinbase’s strategy is to become a complete digital asset platform. The company wants a platform that supports not just cryptocurrencies, but also tokenized stocks, prediction markets, and early-stage token launches. A key element of this strategy is promoting Circle’s USDC stablecoin, which plays a central role in Coinbase’s stablecoin ecosystem.

Coinbase Pushes Ahead With Vision for an All-in-One Onchain Platform

Earlier this year, the U.S. exchange set out an ambitious roadmap. The company, which is determined to transform its workforce into “AI-Natives,” wants to create a single platform. With this platform, users can trade, borrow, stake, spend, and earn. Plans also include tokenized stocks, prediction markets, and access to early token sales.

In August, Coinbase rolled out a decentralized exchange integration, opening access to millions of new assets. 

However, this expansion followed a difficult quarter marked by falling trading revenue and a costly data breach. Nevertheless, it shows the company’s determination to keep building during challenging times.

Coinbase Plans Echo Expansion Beyond Crypto

Last month, Coinbase bought Echo, a startup that helps blockchain projects raise money directly from their communities. As reported by TheCoinRise, the deal was worth about $375 million.

In the future, the exchange plans to use Echo to support not just cryptocurrencies, but also tokenized securities and real-world assets. 

This means fundraising could include traditional financial products in a digital, tokenized form. Furthermore, these plans show that Coinbase is committed to supporting new crypto entrepreneurs.

Meanwhile, Echo’s purchase fits with Coinbase’s recent acquisition moves. In June, the company bought LiquiFi, a popular token management platform. This was after the trading platform invested a whopping $2.9 billion to buy Deribit, a crypto futures and options exchange, in May. This marked Coinbase’s biggest acquisition so far.