Kraken is the only exchange I'm aware of which actually cares for their customers

You most likely read the top post on this sub, that the CEO of Kraken warns people not to hold their coins on an exchange, even though it might hurt his own company.
This is just one of many reasons why Kraken is my favorite exchange.

Customer Support > Marketing

Compared to many big exchanges, Kraken is quite unpopular because they don't spend much money on marketing. They rather like to spend their money to provide the best service to their customers and happy customers (like me) do the marketing for them - this is how it's supposed to be IMO.
Also they have great customer service via live chat (with real people) who are 24/7 available to solve your issues in a matter of a few minutes. They even have Customer Service on Reddit (accounts with Kraken Tag)

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Security

Kraken has been operating since 2011 and since then they never have been hacked.
They provide the best security features and even though I wouldn't advise you to hold your funds on an exchange, your funds are pretty secure on Kraken, if you enabled all security features.

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Fast and great rates

The transaction fees are quite low compared to Coinbase and Binance, and regular deposits and withdrawals are completed within 24h in most cases (they also offer instant deposits).
Also, you can stake many coins on Kraken and they offer quite good APY with high staking rewards.

Extras

-Kraken has to deal with many lawsuits and complains from people and authorities for listing coins like Monero. I'm quite sure they would be better off, if they'd comply but they don't, they continue to list a great choice of coins.
-Proof of Reserves: Kraken developed a technology which enables you to verify, if they actually hold the amount of Crypto they claim to have. Based on the last result, every coin was on spot.
(I just wish they would implement an insurance for your funds and that would be the cherry on top of the cake.)

I hope some of you give Kraken a try and decide on your own if you like it or not.
Big thanks to Jesse Powell for creating Kraken and every employee for operating the exchange! <3