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New Advisory Service: Payments giant Visa has launched a "stablecoins advisory practice" through its consulting division.
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Target Clients: The service will guide banks, fintechs, merchants, and large enterprises on developing and implementing stablecoin strategies and use cases.
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Significant Adoption: The move follows Visa deepening its stablecoin work, which has reached a $3.5 billion annualized run rate in stablecoin settlement volume.
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Regulatory Clarity: The practice is launching as recent legislation, like the GENIUS Act, provides banks and fintechs with more confidence to expand stablecoin use cases.
Visa's Strategic Push into Stablecoins
Payments giant Visa is dramatically expanding its presence in the stablecoin space with the launch of a new "stablecoins advisory practice." This service, housed within Visa Consulting & Analytics, is designed to help a wide range of organizations—including banks, fintechs, merchants, and enterprises—evaluate, develop, and implement strategies for using stablecoins within their operations and products. The advisory will offer key services like training, market analysis, strategy development, and technical support.
Riding the Wave of Stablecoin Growth
The launch comes amid rapid growth in the stablecoin market, which has a total capitalization now exceeding $300 billion. Visa is actively participating in this growth, reporting a $3.5 billion annualized run rate in stablecoin settlement volume as of November 30. The new practice builds on Visa’s existing efforts, which include piloting settlement using Circle’s USDC and supporting over 130 stablecoin-linked card issuing programs globally. Early clients, such as Navy Federal Credit Union, are already using the service to assess how stablecoins fit into their broader payment strategies.
Regulatory Momentum Fuels Institutional Confidence
Visa's initiative is underpinned by recent regulatory clarity, particularly the passage of the GENIUS Act earlier this year. This legislation established a federal framework for issuing and overseeing dollar-denominated stablecoins in the U.S., giving traditional finance firms more confidence to expand their stablecoin use cases. This regulatory environment is encouraging firms like JPMorgan and Stripe to integrate stablecoins for cheaper and faster money movement, suggesting the stablecoin market is poised for massive further growth, with some analysts projecting a market size of up to $4 trillion by 2030.
