In late May 2025, Trust Wallet, a leading self-custody Web3 wallet with over 200 million users, announced the launch of an innovative feature named Buy+. This new functionality, developed in collaboration with Binance Connect, is designed to significantly simplify the process of purchasing cryptocurrencies directly with fiat currency. The initiative aims to make crypto access more convenient for users worldwide and facilitate an easier onboarding experience for individuals new to the Web3 space, all while upholding the core principle of self-custody.

Previously, acquiring new or trending tokens, particularly those not considered major coins, often involved a cumbersome and multi-step process. Users typically had to first purchase major cryptocurrencies, then navigate complex manual swaps, and frequently switch between different platforms. This procedure was often confusing, time-consuming, and carried a risk of errors, posing a significant barrier for beginners and a point of friction for experienced users.

The Buy+ feature directly addresses these challenges by enabling users to purchase tokens on prominent blockchain networks such as BNB Chain, Base, and Solana using familiar fiat payment methods. These include credit/debit cards, Apple Pay, Google Pay, and various local currency options, all seamlessly integrated within the Trust Wallet application. This eliminates the need for users to already own crypto assets or to understand complex underlying crypto workflows, allowing for a direct transition from fiat to the desired token in just a few taps.

Buy+ operates using an advanced, intelligent transaction routing system. If a token is directly supported by Binance Connect, the purchase is completed in a single, streamlined fiat-to-crypto flow. If a token is not directly available through Binance Connect, the feature automatically facilitates a two-step process: it first acquires a necessary base or native token, which is then swapped for the user's desired token directly within the Trust Wallet app. This intelligent routing ensures that even less common or newly trending tokens can be obtained securely and efficiently, all while users maintain full control over their funds and private keys.

This enhanced functionality is made possible by pairing Binance Connect’s robust fiat-to-crypto infrastructure, which includes its payment network and regulatory framework, with Trust Wallet’s sophisticated smart routing and in-app swap capabilities. This collaboration is engineered to deliver a uniquely seamless user experience that carefully balances speed, flexibility, and the paramount principle of full asset ownership through self-custody.

Eowyn Chen, CEO of Trust Wallet, emphasized the significance of simplifying the initial fiat-to-crypto conversion, stating, "The first step to onboard a fiat asset into the desired crypto asset directly is often the hardest. And that’s what we’re improving as part of the effort to bring web2 user experience to web3 tech." Chen further highlighted that users increasingly seek to acquire smaller, trending tokens quickly and securely. Thomas Gregory, Vice President of Fiat at Binance, added that Binance is focused on "breaking down barriers to crypto adoption," and that the Buy+ feature, powered by Binance Connect, represents a major step by "removing the complexity of chains, swaps, and token transfers," thus offering users a faster, simpler way to access desired tokens.

The launch of Buy+ is part of a broader strategic effort to make Decentralized Finance (DeFi) and the wider Web3 ecosystem more approachable and intuitive. By reducing barriers to entry, Trust Wallet and Binance Connect aim to facilitate a smoother onboarding process for millions worldwide, especially those unfamiliar with blockchain technology. Future rollouts are planned to include support for additional blockchain networks as Binance Connect continues to expand its Web3 token accessibility.

The Buy+ feature is currently live and can be accessed by downloading or opening the latest version of the Trust Wallet app and selecting the "Buy" option on any supported token. However, it is important to note that this feature is not available in several countries, including the United Kingdom, United States, Canada, Nigeria, Netherlands, Russia, Belarus, Cape Verde, Cuba, Syria, and Iran. Communications regarding this feature are not intended for audiences within the United Kingdom.

About Trust Wallet: Trust Wallet is a secure, self-custody Web3 wallet and gateway trusted by over 200 million users. It caters to both beginners and experienced users, providing tools to fully own, control, and leverage digital assets. Trust Wallet aims to make it easier and safer to experience Web3, access dApps, store and manage crypto and NFTs, and engage in buying, selling, and staking crypto.

About Binance Connect: Binance Connect is a leading fiat-to-crypto infrastructure platform powered by Binance. It offers seamless on- and off-ramp solutions for Web3 applications, wallets, and marketplaces by leveraging Binance’s global liquidity, regulatory compliance, and diverse payment rails including cards, Apple Pay, Google Pay, and local banking options. It aims to bridge traditional finance with decentralized ecosystems.

This information is provided for educational purposes and is based on press release materials from third parties. It does not constitute investment advice. Users are strongly encouraged to conduct their own thorough research before engaging with any new features or making financial decisions in the cryptocurrency space.