PwC Accelerates Expansion Into Cryptocurrency Market Amid Evolving U.S. Policy

PwC, one of the Big Four accounting firms, has reversed its long-standing cautious approach to cryptocurrency work. The firm is now actively engaging in digital asset advisory and consulting services. This strategic shift follows regulatory changes under the Trump administration, which have reshaped the U.S. crypto landscape.

The firm's U.S. boss, Paul Griggs, stated that new laws like the Genius Act and the Trump administration's pro-crypto stance have increased confidence in the sector. He emphasized the potential for tokenization to expand into new asset classes. PwC aims to be a major player in this evolving ecosystem according to reports.

PwC's new approach aligns with broader trends in the U.S. financial system. The Genius Act, signed in July 2025, provided a regulatory framework for stablecoins, which are now expected to play a critical role in payments and financial infrastructure. The SEC has shifted focus to crypto rulemaking under Trump appointee Paul Atkins, reversing prior regulatory skepticism.

Why the Move Happened

PwC's decision to lean into crypto comes as U.S. regulators have taken a more structured and supportive stance. The Genius Act has created a clearer legal environment for stablecoins, which are now seen as viable tools for financial innovation. This has allowed banks and financial institutions to explore new digital asset offerings.

The Trump administration's executive order and the appointment of pro-crypto regulators have reduced uncertainty for businesses. PwC views this as a window of opportunity to expand its services into areas like digital asset auditing, compliance, and strategic consulting. The firm now expects to see increasing demand for its expertise in this space according to analysis.

PwC's shift also reflects the growing institutional interest in crypto. With stablecoins reaching a market cap of $250 billion by year-end 2025, the firm is positioning itself to serve a broad range of clients, including those seeking to tokenize traditional assets according to market data.

How Markets Responded

The broader market has shown mixed reactions to recent crypto-related events. While crypto prices have not experienced the explosive growth seen in previous years, stablecoins and digital asset ETFs have become increasingly integrated into traditional finance. This trend is expected to continue in 2026 according to market analysis.

Tether, the largest stablecoin issuer, has been aggressively allocating a portion of its quarterly profits to Bitcoin. This strategy has increased its BTC holdings to over 96,000 coins by year-end 2025. The firm's reserve model has also drawn regulatory scrutiny from agencies like S&P.

Despite these developments, major U.S. stock indices have remained relatively stable. The S&P 500, for example, fell 1% in the week leading up to January 4, 2026, but has still gained 15% over the past 12 months. This suggests that broader market volatility has not yet been significantly impacted by the shift toward digital assets according to financial reports.

What Analysts Are Watching

Industry observers are closely tracking how PwC's involvement in crypto will affect broader adoption. The firm's ability to provide audit and consulting services for digital assets could help normalize crypto use among traditional institutions. This, in turn, may encourage more banks and corporations to issue their own digital tokens according to industry analysis.

Stablecoins remain a key focus. Their role in cross-border payments and financial infrastructure is expected to grow as more banks enter the space. PwC is already advising clients on how to use stablecoins to improve payment efficiency and reduce costs according to firm statements.

Regulatory developments will also remain a focal point. The CLARITY Act, which seeks to clarify the jurisdictional split between the SEC and CFTC, is expected to move through the Senate in early 2026. If passed, it could provide further clarity for institutional investors and crypto businesses according to legislative updates.

Crypto investors are also watching for signs of market stability in 2026. While Bitcoin and Ethereum have not yet seen a major price surge, the growing institutional adoption and stablecoin integration suggest that a more sustainable growth model is emerging according to market forecasts.