Austria Grants Full Regulatory Approval for EU Expansion
KuCoin announced this week in Vienna that it’s now fully licensed to operate across the European
Economic Area. The exchange received its Crypto-Asset Service Provider license from Austria’s
Financial Market Authority, making it compliant with the EU’s new Markets in Crypto-Assets
Regulation—better known as MiCAR.
This approval opens the door for KuCoin to serve users in twenty-nine EEA countries. After years
of regulatory uncertainty that left many European traders watching from the sidelines, the platform
can now offer its full spot trading services, euro deposit and withdrawal options, and customer
support in six languages. Managing Director Christian Niedermueller made it clear this is just the
beginning, with more features planned as European regulations continue to evolve.
What European Users Actually Get
KuCoin EU isn’t just checking compliance boxes. The exchange is rolling out features specifically
designed for the European market. High-volume traders will get access to a negative-fee maker
program, while everyday users can fund their accounts directly through SEPA bank transfers. The
company is also planning marketing campaigns tied to local holidays and sporting events across
different countries.
Under MiCAR rules, KuCoin has to keep customer funds completely separate from company money—something
regulators consider essential but that many global exchanges still haven’t implemented properly. The
company has also built out a team of over thirty people spread across Spain, Germany, Italy, France,
Portugal, and the Netherlands to handle local support and feedback.
On top of that, early users get fee discounts and first access to new products. The timing aligns
with Switzerland’s upcoming review of its own crypto regulations later this year.
The KuCard: Spending Crypto Like Cash
KuCoin is also launching its Visa-backed KuCard across Europe. The card has no annual fee, converts
crypto to euros instantly when you spend, and offers up to 8.5 percent cashback at certain stores.
It’s designed to make crypto feel less like a speculative investment and more like money you can
actually use every day.
This puts KuCoin in direct competition with European digital banks, many of which still restrict
crypto-related purchases even though younger customers are increasingly interested in them.
New Leadership and a Tour de France Champion
Along with the license, KuCoin appointed Sabina Liu as Managing Director. She brings fourteen years
of experience from the London Stock Exchange Group and will oversee how the company turns MiCAR
requirements into day-to-day operations while building partnerships across Europe.
Liu’s first big move was announcing a sponsorship deal with Tadej Pogačar, the four-time Tour de
France winner and current world road cycling champion. The partnership is meant to reflect values
like precision and endurance—qualities KuCoin wants associated with its brand. The exchange has
sponsored athletes and events before, including golfer Adam Scott and the Tomorrowland music
festival, but Pogačar’s popularity across Europe gives them mainstream visibility right as crypto
regulation becomes standardized continent-wide.
KuCoin says the combination of regulatory compliance, local teams, and public partnerships will
drive responsible growth. The exchange already reported a fifty-five percent increase in trading
volume year-over-year and announced a two-billion-dollar security fund last December. They’re
betting that following the rules doesn’t have to mean slowing down.
