Visa's Stablecoin Strategy Drives $225M Cross-Border Payments in 2025 as Market Grows to $250B

Visa has announced a strategic pivot toward leveraging stablecoins to revolutionize cross-border payments, emphasizing their potential to streamline international transactions while avoiding disruption to domestic retail systems. The initiative, highlighted by executives at a recent conference, focuses on emerging markets where traditional banking infrastructure often lags, offering faster, lower-cost solutions for remittances and international commerce [1]. Key figures within the company, including Cuy Sheffield, Visa’s head of crypto, have underscored stablecoins’ role in addressing inefficiencies in global payment networks, with processed cross-border transactions via the Visa Tokenized Assets Program (VTAP) reaching $225 million in 2025 [2]. This marks a tangible expansion of Visa’s stablecoin strategy, aligning with broader industry trends as the stablecoin market reportedly grew to $250 billion in the same year [2].

The company’s approach is deliberately incremental and pragmatic, building on successful pilot programs such as the 2023 settlement trials with USDC. Executives like Richard Meszaros have noted that stablecoins present “significant opportunity for cross-border payments,” particularly in regions where conventional systems face bottlenecks [1]. By integrating stablecoins into its infrastructure, Visa aims to reduce reliance on traditional intermediaries and currency conversions, which often inflate costs and delay settlements. This shift is not speculative; the $225 million in 2025 transactions processed through VTAP demonstrates active deployment of the technology [2].

Partnerships in emerging markets are central to Visa’s strategy, with collaborations targeting disbursement services and cross-border commerce. These efforts position stablecoins as a tool to bypass legacy systems, offering near-instant settlements and minimal foreign transaction fees—advantages critical for users in underdeveloped financial ecosystems. The company’s focus on remittances and international settlements, rather than retail transactions, reflects a calculated move to capitalize on sectors with high unmet demand. Godfrey Sullivan, another senior executive, has outlined a clear roadmap, emphasizing the need for a robust stablecoin strategy by 2025 [1].

Analysts view this initiative as a response to evolving regulatory and technological landscapes. By embedding stablecoins within existing frameworks, Visa mitigates compliance risks while aligning with institutional trends that favor stablecoins for their fiat-backed stability [3]. However, challenges remain, including the need for standardized regulations and interoperability across platforms. The company’s emphasis on emerging markets is both strategic and practical, as these regions often present higher barriers to traditional financial services, making stablecoins a viable alternative for cross-border flows.

Visa’s stance contrasts with speculative narratives around decentralized finance, treating stablecoins as a pragmatic innovation rather than a threat. This aligns with broader industry movements, such as Western Union’s similar preparations for a stablecoin-driven future [8]. By prioritizing speed, cost efficiency, and regulatory alignment, Visa aims to position itself as a bridge between legacy systems and next-generation finance, balancing innovation with risk management.

As the market matures, Visa’s ability to scale its stablecoin infrastructure while navigating regulatory complexities will be pivotal. The company’s track record in payment innovation—coupled with its established global network—suggests it is well-positioned to capture a significant share of the growing demand for cross-border solutions. However, the absence of analyst forecasts for specific market shares underscores the nascent stage of this sector, leaving room for both opportunity and uncertainty.

Source: [1] [Visa's Head of Crypto Says the Payments Giant Isn't...](https://www.businessinsider.com/stablecoins-crypto-visa-emerging-markets-wmt-amzn-retail-consumers-2025-7) [2] [Visa Leverages Stablecoins for $225M Cross-Border...](https://www.ainvest.com/news/visa-leverages-stablecoins-225m-cross-border-volume-market-reaches-250b-2025-2507/) [3] [Visa's Crypto Chief: Stablecoins to Transform Cross-Border P](https://phemex.com/news/article/visas-crypto-chief-sees-stablecoins-reshaping-crossborder-payments_13806) [8] [Stablecoins Are on the Rise. 3 Reasons Investors Should...](https://www.theglobeandmail.com/investing/markets/stocks/AMZN/pressreleases/33667195/stablecoins-are-on-the-rise-3-reasons-investors-should-pay-attention-to-this-popular-cryptocurrency/)