From Uncertainty to Opportunity: How Regulation is Transforming the Strategy of Major Firms in Cryptocurrencies

What’s Happening with Cryptocurrencies: PwC accelerates its push into digital assets amid a constructive regulatory shift in the U.S. The GENIUS Law emerges as a key catalyst for traditional institutions to recognize stablecoins and tokenization as legitimate financial infrastructure, not marginal experiments.

The Turning Point: When the Market Changed Perspective

For years, major professional service firms observed the crypto ecosystem from a distance. Regulatory uncertainty acted as a barrier. But that dynamic is changing radically.

PwC CEO, Paul Griggs, recently identified a critical moment: U.S. legislation on stablecoins is creating institutional conviction to move from observation to direct action. What’s happening with cryptocurrencies now is that the manual of how traditional financial institutions interact with these assets is being rewritten.

The GENIUS Law represents more than a regulatory norm. It’s the signal that major players have been waiting for: clarity on issuance, reserves, supervision, and custody. With that visibility, stablecoins have ceased to be an experiment and are becoming a financial policy instrument.

Stablecoins: Where Two Financial Worlds Converge

Stablecoins occupy a unique strategic position. They are not fully crypto, nor fully traditional. They facilitate on-chain payments, trading, settlements, and loans while maintaining price stability. For institutions, this feature is revolutionary.

The importance PwC places on stablecoins is not just in token issuance or trading. The firm is prioritizing everything surrounding that ecosystem: governance, accounting treatment, cybersecurity, and regulatory alignment.

As stablecoin adoption grows, so does the demand for reliable intermediaries who master both financial regulation and blockchain functionality. PwC is positioning itself precisely in that space. The framework that the GENIUS Law will likely establish will significantly reduce risk for organizations seeking to use stablecoins in treasury management, international payments, or blockchain finance.

Tokenization Stops Being Theory and Becomes Reality

Beyond stablecoins, a parallel phenomenon is gaining traction: asset tokenization. Bonds, funds, real estate, operational cash flows… everything is migrating to blockchain.

The advantages are tangible: reduced settlement times, greater transparency, automated compliance. Asset managers are already in testing phases with tokenized funds. Banking explores on-chain settlement systems. Programmable assets are gradually replacing previous financial infrastructure.

PwC anticipates that this sophistication will only increase. The firm believes it must be integrated into this ecosystem to stay relevant as financial markets modernize. It’s not a speculative bet, but a direct response to market trends already underway.

The Service Infrastructure PwC Is Building

PwC is already operating on multiple fronts of the crypto ecosystem:

Audit and compliance: Digital asset accounting, custody controls and wallets, cybersecurity testing
Regulatory advisory: Specific risk frameworks for blockchain, guidance on regulatory compliance
Strategic collaborations: Joint work with native crypto organizations, traditional financial institutions entering the industry, regulators, and central banks

Over the past year, PwC has been continuously increasing its internal expertise. Griggs recognizes that the firm is betting on specialized talent and collaborations to support sophisticated crypto activities.

What’s happening with cryptocurrencies at the institutional level is that there is no longer a separation between “blockchain” services and “traditional financial” services. PwC incorporates digital assets into its core lines of business: audits, compliance audits, strategic consulting. All under the same standards of rigor applied to conventional finance.

The Horizon: When Regulation Drives Adoption

PwC does not see crypto as a niche. It sees it as a natural evolution of financial markets. The firm’s leadership trusts that demand will only grow as regulation reduces uncertainty and institutional capital flows into blockchain-based systems.

PwC’s shift in stance reflects a broader industry change: the era of regulatory caution is giving way to an era of clarity. GENIUS Law, frameworks on stablecoins, and legislation on tokenization are not obstacles. They are invitations for traditional institutions to redefine their relationship with digital assets.

What’s happening with cryptocurrencies now is a complete recalibration of how they are perceived, regulated, and integrated into the global financial infrastructure.