Cryptocurrency exchange CoinW’s community-first approach offers a model for building meaningful, localized engagement at scale.
With its decentralized structure, Web3 runs on community participation. Unlike legacy ecosystems, users are more than just customers — they’re contributors, ambassadors and often co-builders. Without an active community, even the most technically advanced platform can struggle to gain trust or traction. For a project, this means building a community is not a box to tick; it’s a necessity to flourish.
CoinW, a global crypto exchange, is a fine example of this ethos. Rather than treating users as numbers on a dashboard, CoinW invests in meaningful interactions, localized experiences and long-term relationships. This approach has helped the exchange expand across diverse markets while maintaining a reputation for authenticity and user-centricity.
Monika Mlodzianowska, CoinW’s director of strategic partnerships, is driving these efforts. Speaking to TechFlow, Mlodzianowska shared insights on the exchange’s community-first philosophy, the nuances of engaging global audiences and how authenticity shapes trust in Web3.
Passion for meaningful collaboration
With a background in business and marketing, Mlodzianowska’s journey in Web3 began in Dubai, where she worked at blockchain infrastructure firm ChainUp and GameFi platform ChainxGame. For Mlodzianowska, blockchain and Web3 represented more than a career path — it was a lifestyle shift that allowed breaking free from conventional boundaries and embracing the immense potential for innovation toward a more inclusive financial future.
She defines joining CoinW as “a natural progression,” aligning her passion for meaningful collaboration with the company’s vision for accelerating global Web3 adoption. As director of strategic partnerships, she manages a vast network of collaborations across Web3 by engaging with project teams, key opinion leaders (KOLs) and investors in a way that creates mutual value.
Community is a part of the identity
CoinW’s approach is built on three key principles: flexible execution, deep localization and a community-first mindset. Mlodzianowska emphasizes that the community is part of the exchange’s identity.
From grassroots ambassador programs to regional events, CoinW empowers local teams to lead initiatives, fostering a unique sense of trust and engagement. This bottom-up approach allows each community to shape its own voice, creating a stronger sense of ownership and belonging.
The company’s internal structure reflects this spirit as well. Contrary to the traditional structure with rigid hierarchies, CoinW encourages team members to pitch ideas, collaborate and take ownership of their work. This flexibility helps the exchange move quickly, and extends to product launches and campaigns, where speed and adaptability matter.
CoinW’s response to market downturns — a period where community efforts are usually waved aside — further highlights its commitment. During such periods, the exchange doubled down on user outreach and hosted educational events that facilitated direct dialogue between users and the product team, thereby strengthening trust.
Localization beyond translation
Since debuting in 2017, CoinW has evolved from a crypto exchange to a multi-faceted ecosystem and launched a myriad of platforms, such as DeriW, PropW and WConnect. This expansion into new verticals has been accompanied by a strong focus on localization as cultural nuances play a huge role.
Chinese users, for example, favor livestreams and short videos, while Western audiences engage with long-form content according to Mlodzianowska. In MENA, storytelling and purpose-driven narratives build trust, whereas African and South Asian communities value loyalty once trust is earned.
CoinW navigates these nuances by adhering to three principles:
Prioritizing listening to understand real market needs through local ambassadors and managers.
Empowering local leadership by allowing regional KOLs to guide content and branding.
Encouraging honest feedback over scripted promotions.
CoinW’s collaboration with Superteam Europe during the Solana Breakpoint Hackathon provides a fine example of this approach. The campaign spanned France, Germany, Poland and the Balkans, with the exchange offering resources and a $100,000 prize pool.
Events were designed in collaboration with local developers, student groups and KOLs to ensure they resonated with the specific communities involved. Instead of a generic global template, the team tailored each event to local preferences, resulting in what Mlodzianowska describes as “co-creation.”
First impressions that last
For many users, the first point of contact with CoinW is through a real interaction. Whether it’s an open AMA, a small local meetup or a gamified community challenge, these experiences create the foundation for trust. Mlodzianowska believes this is a powerful way to create a lasting impression:
“In my view, the most powerful first contact isn’t an ad or poster — it’s a real, human interaction. When users feel that we’re not just pitching a platform but actually care about them, it makes all the difference.”
This people-first approach is what turns casual users into long-term participants. By prioritizing sincerity, accessibility and local presence, CoinW ensures that its community doesn’t just grow — it sticks.
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