Coinbase snags a former New York Stock Exchange exec to push crypto to Wall Street

Coinbase, the cryptocurrency trading platform, has snagged another former New York Stock Exchange executive as it tries to lure more business from Wall Street.

Christine Sandler, former global head of sales for NYSE Euronext, has joined Coinbase as its director of institutional sales, people familiar with the situation told Business Insider.

Sandler, who most recently worked at Barclays, where she was the head of equity electronic sales, reports to Adam White, the general manager of GDAX, Coinbase’s institutional-grade exchange platform.

Coinbase, which first started offering services for institutional Wall Street firms in 2014 via its GDAX exchange, has recently been gunning for more institutional business in crypto. GDAX is at the core of that mission. But the firm has also announced the launch of Coinbase Custodian, a custodian product for the crypto space which the firm is trying to scale to be the “State Street of cryptocurrency.”

As Business Insider previously reported, the service will provide institutional clients a method to store their cryptocurrency that offers the same level of security as custody banks such as State Street. It’ll only be available to customers with at least $10 million in deposits.

It is also working on other products and services, including advanced order types and products tied to market data.

A key component of this expansion is hiring talent from the Wall Street world. Recently, the company hired Eric Scro from the New York Stock Exchange as its vice president of finance. Previously, he was head of finance at NYSE.