I like that it is a big exhange where it is easy to find important coin pairings and there is decent volume. I also like that I have access to many useful indicators like in a full-fledged broker. Another feature that they added recently is to collect coin dust (small amounts of different coins) and convert them to their Binance coin. I think that feature is very useful so that traders do not lose that money.
I would love to see a pairing of at least Bitcoin with USD, but that might be far-fetched and probably not in the hands of the Binance team. Aside from that, I would like to see an option to generate yearly reports for accounting and taxes, such as for the IRS in the same way that US brokers provide tax documents.