Visa expands crypto business with new stablecoin advisory division

Visa Inc., the world’s largest payment network, is significantly deepening its involvement in the cryptocurrency ecosystem with the launch of a Stablecoins Advisory Practice through Visa Consulting & Analytics (VCA). 

The new advisory division will work directly with banks, fintech firms, merchants, and global enterprises to help them assess market opportunities, craft go‑to‑market strategies, and build and implement stablecoin‑enabled solutions.

Visa says the offering combines its payments expertise with specialized crypto market insights and consulting capabilities at a time when the stablecoin market capitalization exceeds $300 billion.

In a statement, Carl Rutstein, Global Head of Visa Consulting & Analytics (VCA), Visa’s internal strategic consulting arm, explained that the goal of assisting customers in growth is the primary reason for expanding their reach in the stablecoin ecosystem. 

Notably, Rutstein made these remarks during an interview, where he also noted, “What Visa is doing in this area addresses a clear need for our clients.” 

The advisory practice is already engaging with early partners, helping them explore stablecoin use cases that range from cost-efficient cross-border payments to innovative treasury and liquidity management strategies.

Several payment giants demonstrate growing interest in the stablecoin ecosystem 

Stablecoins are a specific type of cryptocurrency designed to maintain a stable value, unlike volatile assets like Bitcoin, by being “pegged” to a stable external asset, typically a fiat currency such as the US dollar or a commodity like gold. When pegged to the US dollar, stablecoins are designed to maintain a steady value, typically at a 1:1 ratio with the dollar.

Recently, analysts have noted a growing trend in the industry, where several traditional finance firms have begun adopting this cryptocurrency following US President Donald Trump’s move to sign the GENIUS Act in July. This bill established clear regulations for issuing stablecoins. 

Regarding Trump’s move, sources noted that the House passed the bill on July 17, 2025, and the President signed the new legislation into law the following day. Since then, PayPal and Mastercard, among other major payment companies, have decided to enhance their stablecoin offerings.

Rutstein commented on this significant move. He acknowledged that Visa’s stablecoin advisory has a large number of customers. This includes Navy Federal Credit Union, VyStar Credit Union, and a financial institution known as Pathward.

He also affirmed that this practice will greatly benefit the businesses by assisting them with their strategies, technology, operations, and execution of stablecoins. 

Visa’s clients, on the other hand, expressed excitement in the announcement. This is because they utilize stablecoins for various purposes, such as cross-border transactions, particularly in nations with unstable currencies, and business-to-business transactions.

Visa exposes itself in the crypto ecosystem 

After consulting with Visa, Rutstein highlighted that while several businesses have decided to adopt stablecoins in their operations, others may notice that their clients do not demand exposure to stablecoins.

Even with this finding, the payment giant still predicted that this practice would expand to include hundreds of customers in the sector. Following this statement, reports mentioned that Visa has been actively participating in the crypto industry for some time. 

To support this claim, it was confirmed that the firm tested stablecoin settlements using USDC in 2023. Currently, it operates over 130 initiatives for issuing cards connected to stablecoins across more than 40 countries. Additionally, sources reported that Visa handles approximately $3.5 billion in annual stablecoin settlement volume.

Following this discovery, Matt Freeman, senior vice president of Navy Federal Credit Union, chose to weigh in on the situation. Freeman declared that stablecoins have the potential to accelerate payment processes and lower costs.

“With Visa’s support, we are looking into how this technology can fit into our larger plan to provide real value to our 15 million members around the globe,” he added.

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