Mark Greenberg, VP and Global Head of Consumer at Kraken, joined journalist Mariana Maria of EXAME for a fireside chat on the Merge Stage, one of the conference’s most prominent platforms. The conversation explored how tokenized equities like xStocks are opening access to U.S. capital markets for investors who have historically been locked out by geography, cost, or complexity.
The discussion covered how blockchain-based equity tokens allow non-U.S. investors to gain exposure to American stocks without the traditional friction of foreign brokerage accounts or currency conversion hurdles, a topic that resonated strongly with an audience that is predominantly based across Latin America. For Latam investors navigating both market access limitations and domestic regulatory constraints, the promise of tokenized equities as a pathway to global markets was a compelling one.
Day one evening: Kraken Institutional Networking Reception at Baleia Rooftop
After the conference wrapped for the day, Kraken hosted an invitation-only reception at Baleia Rooftop. The event drew 150+, a reflection of the appetite in the Brazilian market for deeper engagement with global crypto platforms.
The atmosphere was a natural extension of the day’s conversations, giving institutional contacts, potential partners, and curious newcomers the chance to deepen connections in a more informal setting. Our hosts were bilingual while our messaging was in Portuguese; we understand regional nuance and take growth in the market seriously.
We realize how important localization was to the success of Kraken’s presence at Merge overall, and how important it will be to our ongoing success in the region.
Day two: Kraken joins the institutional conversation
The Maturation of Crypto Markets: Payments, Tokenization & Institutional Scale
Renan Ramos, Senior Institutional Relationship Manager at Kraken, joined a high-calibre panel on the BingX Stage alongside Bruno Grossi (Head of Digital Assets, Inter), Pedro Barreiro (Director of Banking, Nomad), and Adam Levine (SVP, Corporate Development & Partnerships and CEO, Fireblocks), moderated by Regina Pedroso (Executive Director, ABToken).
The panel examined how crypto markets are evolving to meet institutional demands, with stablecoins, tokenization, and cross-border payments emerging as the central themes. Panelists explored how these technologies are creating new pathways to financial inclusion and global market access for users across Latin America, while acknowledging that regulatory clarity in Brazil remains one of the key variables shaping how quickly that potential can be realized.
The conversation reflected the broader mood of the conference: a market that is maturing and scaling, with strong local appetite for the kind of infrastructure and products that Kraken and its peers are building.
Making an impression on the show floor
For both days of the conference, Kraken offered a networking circle that became one of the most visible and most visited spots in the venue. Intentionally positioned front and center on the show floor with prominent branding visible from virtually every angle, the booth enabled us to host and connect with our regional partners at the heart of the show floor.
The activation leaned into localization in a meaningful way. Copy ran in Portuguese, including a retail deposit match incentive (“Trade US$200, receive US$10 in BTC”) designed to introduce attendees to our products. The message was simple: A Kraken chegou ao Brasil: Kraken has arrived in Brazil.
Judging by the response from attendees, it landed exactly as intended. People were approaching the team unprompted to ask about Kraken’s plans for the region, what the Brazil launch meant for local users, and how the platform compares to what they’re used to.
The team’s knowledge, connections, and ability to engage in the local language made a tangible difference, going beyond a surface-level presence to genuine, productive conversations.
Takeaways
Merge São Paulo reinforced what Kraken’s team on the ground already knew: Brazil is a significant market, and showing up properly (in the local language, with relevant products, and with genuine commitment to the region) makes all the difference.
The conversations throughout both days were warm, curious, and substantive, with stablecoins and tokenized access to global markets sitting at the top of everyone’s agenda.
Our presence at Merge São Paulo was more than a brand moment. It was a statement of intent.
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