Looking at this project but I don't know, the website is so amateur and they aren't really focusing on the exchange, don't know if this is better investment then Kucoin, KCS right now are really undervalued.
And the fiat money option with verification does not look, they don't offer a new approach to it.
I'm not sure what you're really asking for. New approach?
And the website is fine. It's a bit flashy compared to Binance and KuCoin but neither Binance nor Kucoin have good websites in my opinion. The thing about exchanges is that they can't really look much different.
Why would I change from Bitifinex, Kraken or GDAX for COSS? When talking about FIAT?
Not a single chance, they do not offer any advantage from the majors, the concept is a mess, they talk about wallet service, debit card, missed the focus.
COSS targets to accept a wider range of fiat currencies appealing to some customer (e.g. GDAX does not allow USD for non-USD citizens), COSS provides 50% fee sharing (non of the others do that), COSS is targeting to be an ecosystem including integration in the real economy, not a pure coin exchange ....
COSS is not trying to replace GDAX, Kraken or Bitfinex, but to provide a viable alternative.