Securitize’s Strategic Masterstroke: Former Nasdaq ETF Head Joins to Supercharge Tokenization Growth

In a move signaling the accelerating convergence of traditional finance and blockchain technology, security token platform Securitize has executed a strategic masterstroke. The company announced on March 21, 2025, that it has appointed Giang Bui, the former head of Nasdaq’s equities and exchange-traded products division, as its new Vice President and Head of Issuer Growth. This pivotal hire underscores the maturing landscape of digital assets, where regulatory expertise and institutional credibility are now paramount for scaling real-world asset tokenization.

Securitize’s Landmark Hire from Nasdaq

Giang Bui brings nearly a decade of elite experience from the heart of the world’s second-largest stock exchange. At Nasdaq, she spearheaded U.S. equities and ETF strategy, a role that placed her at the epicenter of market structure innovation. Crucially, Bui reportedly played a significant role in the landmark process of listing the first U.S. spot Bitcoin ETFs in early 2024. Consequently, her transition from a premier traditional exchange to a leading digital asset securities firm is a powerful narrative for the entire industry. In her new role at Securitize, Bui will directly lead the expansion of issuer partnerships and the launch of regulatory-compliant tokenized products.

This appointment is not an isolated event but a calculated response to a booming market. The global tokenization market, encompassing real estate, private equity, and funds, is projected to reach a multi-trillion-dollar valuation by 2030. Therefore, platforms like Securitize are aggressively building executive teams that blend deep capital markets knowledge with blockchain proficiency. Bui’s mandate will focus on converting the immense pipeline of institutional interest into live, compliant digital security offerings.

The Institutional Tokenization Landscape Heats Up

Securitize is already deeply embedded within the institutional fabric. The platform is currently collaborating on tokenization initiatives with financial titans including Apollo, BlackRock, KKR, and BNY Mellon. For instance, Securitize acts as the transfer agent and tokenization platform for BlackRock’s USD Institutional Digital Liquidity Fund, a key example of its operational role. Furthermore, the company is actively pursuing an initial public offering (IPO), a step that would provide greater transparency and cement its position as a regulated public entity within the digital asset ecosystem.

The competition, however, is fierce. Other platforms like Figure, Provenance, and traditional financial institutions building their own solutions are vying for the same issuer relationships. Bui’s hire gives Securitize a distinct competitive edge in three key areas:

• Regulatory Navigation: Direct experience with SEC processes and listing standards.
• Issuer Trust: A proven track record of working with blue-chip asset managers.
• Product Structuring: Intimate knowledge of how to design investment vehicles for broad market acceptance.

Decoding the Impact of Tokenization on Finance

Tokenization refers to the process of converting rights to a real-world asset into a digital token on a blockchain. This is not about creating new, speculative cryptocurrencies. Instead, it’s about making existing, valuable assets more efficient. The potential benefits are transformative, fundamentally altering how assets are issued, traded, and serviced.

The following table contrasts traditional asset processes with tokenized ones:

For asset managers like Apollo and KKR, tokenization promises to unlock liquidity in traditionally illiquid private markets. It also enables more efficient fund administration and can lower the minimum investment thresholds through fractionalization. Bui’s expertise is critical here; she understands the stringent requirements these firms have for operational reliability, legal certainty, and investor protection.

The Road Ahead: Regulation and the Securitize IPO

The path forward for Securitize and the broader tokenization industry remains intricately linked to regulatory evolution. The SEC has clarified that most tokenized securities fall under existing securities laws. Platforms like Securitize, which operate as registered transfer agents and have broker-dealer licenses, are building within this framework. Bui’s experience will be invaluable in engaging with regulators to shape practical guidelines for this new asset class.

Simultaneously, Securitize’s own IPO pursuit adds another layer of strategic context. Going public would provide the capital to scale operations and technology. More importantly, it would subject the company to the rigorous reporting and governance standards of a public market, enhancing its trustworthiness for institutional partners. A successful IPO could serve as a powerful proof-of-concept for the entire digital asset securities sector.

Conclusion

The appointment of Giang Bui by Securitize is a definitive signal that the tokenization of real-world assets is moving from pilot phase to scalable implementation. By bringing a seasoned Nasdaq ETF executive into a leadership role, Securitize is prioritizing the bridge between legacy finance and blockchain innovation. This move directly addresses the core needs of institutional issuers: trust, compliance, and market expertise. As the race to tokenize global assets intensifies, Securitize’s strategic focus on issuer growth, backed by high-caliber talent and major financial partnerships, positions it as a formidable leader in shaping the future of capital markets.

FAQs

Q1: What is Securitize and what does it do?
Securitize is a leading digital asset securities firm and technology platform. It provides the infrastructure for companies to issue, manage, and trade tokenized securities—digital representations of ownership in real-world assets like funds or private equity—in full compliance with U.S. securities regulations.

Q2: Why is Giang Bui’s hire from Nasdaq significant for Securitize?
Bui’s hire is significant because she brings deep, direct experience from a top-tier traditional stock exchange. Her expertise in ETF strategy, SEC listing processes, and working with major asset managers provides Securitize with crucial institutional credibility and practical knowledge to onboard large-scale issuers and structure compliant products.

Q3: What are the main benefits of tokenizing assets?
The primary benefits include increased liquidity for traditionally illiquid assets (like real estate or private equity), faster and cheaper settlement, automated compliance, fractional ownership to broaden investor access, and transparent, real-time record-keeping on a blockchain.

Q4: Which major financial firms is Securitize currently working with?
Securitize has announced collaborations with several major institutions, including asset management giants Apollo, BlackRock, and KKR, as well as global custodian bank BNY Mellon. These partnerships involve tokenizing investment funds and other financial instruments.

Q5: How does tokenization differ from cryptocurrencies like Bitcoin?
While both use blockchain technology, they serve different purposes. Cryptocurrencies like Bitcoin are primarily designed as decentralized digital money or stores of value. Tokenization uses blockchain to digitally represent ownership of an existing, off-chain asset (like a share in a company or a piece of real estate), with its value derived from that underlying asset and subject to relevant securities laws.