How can Coinbase improve its business model?

TS-24
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It’s clear that Coinbase is one of the leaders in the industry, but it faces a lot of headwinds moving forward. As larger institutions start to move into the space, how can Coinbase maintain its competitive edge?

A few advantages that come to mind are that they are (a) playing a big role in terms of institutional adoption / confidence and (b)have the strongest reputation in the industry (c) USDC involvement (d) Staking

What would you do different if you were in their shoes and how would you maintain a competitive edge?