Visa Fuels Stablecoin Adoption With New Advisory Service

Visa Expands Stablecoin Reach With New Advisory Practice
Visa has launched a dedicated stablecoin advisory practice, aiming to help banks, fintechs, and merchants implement stablecoin strategies. The initiative, part of Visa Consulting & Analytics, provides technical support, market analysis, and strategy development. This move aligns with the growing adoption of stablecoins, which now exceed $300 billion in market capitalization.

The advisory service is already attracting early clients, including Navy Federal Credit Union and Pathward. These institutions are exploring how stablecoins can enhance their payment offerings and operational efficiency. With a $3.5 billion annualized run rate in stablecoin settlement volume, Visa is positioning itself as a key player in this emerging market.

Visa's strategy reflects a broader industry shift toward digital assets. Companies like PayPal and Ripple are also integrating stablecoins into their financial infrastructure. Regulatory clarity, such as the U.S. GENIUS Act, is further boosting confidence in stablecoin adoption.

Visa's Strategic Move in a Rapidly Evolving Market

The new stablecoin advisory practice is a key component of Visa's broader efforts to expand its digital currency footprint. By offering training, market entry planning, and technical support, Visa is helping clients navigate the complexities of stablecoin integration. The company has already piloted stablecoin settlement using USDC and now supports over 130 stablecoin-linked card programs across 40 countries.

Visa's Carl Rutstein, global head of Visa Consulting & Analytics, emphasized the importance of having a comprehensive stablecoin strategy. "We are proud to help our clients stay agile and competitive" he said. The advisory service is not just about technology but also about aligning with market trends and regulatory frameworks.

The market for stablecoins is projected to grow significantly in the coming years. Citi estimates the stablecoin market could reach $1.9 trillion by 2030, while Standard Chartered sees potential for $2 trillion by 2028. These projections highlight the transformative potential of stablecoins in payments, remittances, and cross-border transactions.

Implications for Financial Institutions and the Broader Economy

For financial institutions, the shift toward stablecoins represents both an opportunity and a challenge. Banks like Navy Federal are exploring how these digital assets can improve speed and reduce costs in their payment systems. Pathward has already benefited from early engagement with Visa's advisory team, receiving "impressive work, insights, and actionable recommendations".

The integration of stablecoins is also reshaping the cross-border payment landscape. Traditional systems, which rely on correspondent banking and take days to settle, are being challenged by blockchain-based solutions that offer instant transfers according to market analysis. Ripple's recent acquisition of GTreasury exemplifies this trend, as the company moves to bridge blockchain with corporate finance.

Analysts suggest that stablecoins are moving beyond speculative use cases and into core financial infrastructure. Regulated, fiat-backed stablecoins are increasingly being used for institutional purposes, such as interbank transfers and corporate settlements. This shift is supported by major financial players like JPMorgan and Citi, which are testing tokenized assets for improved liquidity management.

What This Means for Investors and Market Participants

Investors are watching closely as the stablecoin market matures. The advisory services offered by Visa and others are signaling a growing institutional acceptance of digital assets. This trend is reflected in market valuations, with the cryptocurrency exchange sector expected to grow from $41.41 billion in 2025 to $211.57 billion by 2033.

For investors, the key questions revolve around regulatory developments and technological adoption. The GENIUS Act has already provided a framework for stablecoin oversight in the U.S., but global regulations remain fragmented. As more countries establish clear guidelines, the market for stablecoins is likely to expand further.

Meanwhile, the integration of stablecoins into mainstream financial systems is creating new opportunities for innovation. Companies like HTX, which reported $583.7 million in net inflows over 30 days, are demonstrating the growing trust in stablecoin-based services. These developments suggest that stablecoins are not just a niche product but a fundamental part of the next generation of financial infrastructure.

As Visa and others continue to refine their stablecoin strategies, the broader financial landscape is likely to see more rapid adoption and integration. This evolution will have implications for everything from cross-border payments to corporate treasury management. For now, the focus remains on ensuring that stablecoins meet the demands of both consumers and institutions in a secure and scalable way.