The financial world is undergoing a seismic shift, and digital currencies are at the heart of this transformation. Recognizing the growing influence of cryptocurrency, Visa Inc. has launched its Global Crypto Advisory Practice—a specialized division within Visa Consulting and Analytics (VCA)—to guide financial institutions, retailers, and central banks through the evolving landscape of digital assets.
This strategic move comes at a pivotal time. A new global study by Visa reveals that 94% of financial decision-makers are aware of cryptocurrency, and nearly 40% of current crypto owners would consider switching their primary bank to one offering crypto-related products within the next 12 months. These findings underscore a clear consumer demand for integrated digital currency solutions—and Visa is positioning itself as a trusted advisor in this space.
Bridging the Gap Between Traditional Finance and Digital Innovation
For banks aiming to attract tech-savvy customers, retailers exploring non-fungible tokens (NFTs), or governments piloting central bank digital currencies (CBDCs), understanding the crypto ecosystem is no longer optional—it's essential. Visa’s new advisory service leverages its network of global consultants and product experts, along with its partnerships with over 60 crypto platforms, to help clients assess opportunities, build actionable strategies, and pilot innovative experiences.
These include crypto rewards programs, digital wallets compatible with CBDCs, and secure infrastructure for issuing crypto-linked cards—all designed to meet rising consumer expectations while maintaining compliance and risk management standards.
“We’ve seen a major shift in mindset—from curiosity about crypto to actively building product roadmaps,” said Carl Rutstein, Global Head of Visa Consulting & Analytics. “Clients now want strategic guidance, not just technical support.”
One such client is UMB Financial Corporation, where executives are working closely with Visa to map out their digital currency strategy across product development, technology integration, and regulatory compliance.
“Partnering with Visa has helped us explore use cases relevant to our business lines and begin shaping a clear strategic path forward,” said Uma Wilson, Executive Vice President and Chief Information & Product Officer at UMB Bank.
Consumer Insights: Why Crypto Adoption Is Accelerating
Visa’s research, titled The Crypto Phenomenon: Consumer Attitudes & Usage, surveyed over 6,000 financial decision-makers across eight key markets: Argentina, Australia, Brazil, Germany, Hong Kong SAR, South Africa, the UK, and the US. The results paint a compelling picture of shifting behaviors and expectations:
- Nearly one-third of respondents have direct experience with cryptocurrency, either as an investment or payment method.
- 62% of current crypto users increased their activity in the past year, indicating sustained engagement rather than speculative interest.
- Emerging markets lead adoption: 37% of financially active adults in these regions own or use crypto, compared to 29% in developed economies.
- Wealth creation (41%) and belief in crypto’s future role in finance (42%) are the top motivators—both forward-looking drivers.
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What Consumers Really Want from Financial Institutions
The data also highlights specific product preferences that could redefine customer loyalty:
- 81% of crypto owners are interested in crypto-linked cards, allowing them to spend digital assets like traditional currency at retail outlets.
- 84% want crypto rewards, such as earning digital tokens when using a linked credit or debit card.
- 18% of all respondents would switch banks for better crypto offerings—a figure that jumps to 24% in emerging markets and nearly 40% among existing crypto holders.
These numbers signal more than just interest—they reflect a willingness to act. Financial institutions that fail to respond risk losing high-value customers to more agile competitors.
How Visa’s Advisory Practice Delivers Value
The Global Crypto Advisory Practice doesn’t just offer theoretical frameworks—it provides practical, end-to-end support:
- Strategic assessment: Evaluating market readiness, regulatory environment, and internal capabilities.
- Product design: Helping develop crypto wallets, reward systems, NFT marketplaces, or CBDC integrations.
- Risk & compliance guidance: Navigating AML/KYC requirements, fraud prevention, and cybersecurity challenges.
- Go-to-market planning: Supporting launch strategies through “build, partner, or buy” analysis.
With over 700 experts across 75+ cities—including data scientists, economists, and payment strategists—VCA brings deep domain knowledge to every engagement.
Frequently Asked Questions
Q: Is Visa launching its own cryptocurrency?
A: No. Visa is not creating a cryptocurrency. Instead, it’s helping existing financial institutions integrate digital assets into their current offerings through advisory services and technical partnerships.
Q: How does Visa ensure security when working with crypto platforms?
A: Visa applies rigorous due diligence standards to all partner networks. It emphasizes compliance with anti-money laundering (AML) regulations, secure custody solutions, and robust fraud detection protocols.
Q: Can small banks or fintech startups benefit from this service?
A: Absolutely. While large institutions are early adopters, Visa tailors its advisory approach to organizations of all sizes—especially fintechs looking to differentiate through crypto-enabled features.
Q: What role do central bank digital currencies (CBDCs) play in this initiative?
A: CBDCs represent a major frontier in digital money. Visa is actively supporting central banks and commercial institutions in testing interoperable wallet solutions that can work alongside private-sector cryptocurrencies.
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The Future of Money Is Digital—and Strategic
As Terry Angelos, Senior Vice President and Global Head of Fintech at Visa, put it:
“Cryptocurrency represents a fundamental shift in how value moves and who owns it digitally. Every financial institution will need a crypto strategy—not because it’s trendy, but because consumers demand it.”
That strategy must be grounded in real insights, scalable technology, and long-term vision. With its Global Crypto Advisory Practice, Visa aims to be the bridge between legacy finance and the decentralized future—one partnership at a time.
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