The transparency of the company, with annual reports and maintaining a high standard which is uncommon in the exchange space. Furthermore, not supporting pumps upon listings (like Binance) is something that lends credibility to the long term vision of Lykke, especially with the next wave of STOs.
I like that founder Richard occasionally peers into the chats and engages with the community. The AMAs have proven engaging and sincere. The community managers are responsive and very helpful, as are the support team who have dealt with my queries with the utmost efficiency.