PwC confirms its expansion in the digital asset market amid a more favorable regulatory environment

PwC has announced its strategic expansion into the digital asset market following the passage of the GENIUS Act and new stablecoin regulations. The firm details how regulatory clarity in the US is driving institutional investment and tokenization, incentivizing its participation. 

PricewaterhouseCoopers (PwC), a global consulting giant and prominent member of the "Big Four", has officially announced a decisive change of course in its corporate policy: it will abandon its historical caution towards the crypto/blockchain ecosystem to begin a phase of aggressive expansion in the digital asset sector. 

According to their explanations, this strategic shift, far from being a speculative maneuver, responds to a structural transformation of the legislative landscape in the United States, where recent regulatory clarity has opened the floodgates for the entry of institutional capital.

The firm seeks to capitalize on a historic moment where financial technology and legal certainty have finally converged. As Paul Griggs, PwC's US leader, explained, statements According to recent interviews with the Financial Times, the company has decided to "step down from the sidelines and enter the playing field." This decision underscores that the demand for services linked to cryptocurrencies and blockchain technology is no longer an experimental niche, but an operational requirement for its most important clients, who need auditing, consulting, and tax advice in a market that is emerging as the backbone of the future digital economy.

The turning point for PwC: The GENIUS Act and legal certainty

The main catalyst for this paradigm shift has been the radical evolution of the US regulatory framework for cryptocurrencies. For years, the lack of clear rules and the risk of reputational contagion—exacerbated by high-profile collapses like FTX's in 2022—kept major regulators on the defensive. However, the landscape changed dramatically with the approval of the GENIUS Act, enacted by President Donald Trump in July 2025.

Griggs identifies this legislation as the necessary foundation that was missing for operating with confidence in the sector. The GENIUS Act, along with new federal regulations on the issuance and custody of stablecoins, has dismantled the uncertainty that paralyzed traditional corporations. By establishing strict requirements on reserves, asset segregation, and compliance protocols, the regulations have transformed cryptocurrencies: from being “untouchable” assets due to their regulatory risk, they have become legitimate financial instruments under federal supervision.

This new climate has enabled a crucial shift in the stance of agencies like the Securities and Exchange Commission (SEC), which has moved toward more constructive oversight. For PwC, this means that its reserve audit, smart contract verification, and compliance consulting business lines no longer pose an existential risk to the firm, but rather represent an undeniable growth opportunity. 

The new legislation has validated the market, allowing the consultancy to support banks and multinationals in adopting these technologies without fear of retroactive sanctions or legal ambiguities.

Tokenization and competition: The race for financial infrastructure

But beyond legal validation, PwC's renewed approach focuses pragmatically on technological utility. The firm has identified that the real long-term value lies not in the volatility of cryptocurrency prices, but in the efficiency of the underlying infrastructure. In this sense, the tokenization of real-world assets (RWA) and the use of stablecoins are presented as the true drivers of corporate adoption.

Tokenization allows for the representation of rights to traditional assets—such as corporate bonds, real estate, or money market funds—on a blockchain. PwC believes this promises to revolutionize capital markets by drastically reducing settlement times, eliminating costly intermediaries, and enabling 24/7 operations. Griggs emphasized that the firm has an obligation to remain integrated into this ecosystem to ensure its clients can securely transition their treasury and operations to these new digital platforms.

Furthermore, this move also responds to intense competitive pressure within the "Big Four" group. While competitors like Deloitte and EY had already made progress in integrating blockchain services, and KPMG declared in 2025 that the sector had reached maturity, PwC is now accelerating to avoid losing market share. Corporate clients are actively exploring the use of stablecoins to optimize cross-border payments and liquidity management, seeking efficiencies that the traditional banking system often cannot match in speed and cost.

The standardization of the new economy

Paul Griggs' confirmation and PwC's new stance toward the crypto industry send an unequivocal signal to global markets: digital assets have passed their testing phase. Backed by robust legislation such as the GENIUS Act and validated by the world's largest auditors, blockchain infrastructure is officially being integrated into the mainstream financial system.

For analysts, this is no longer a bet on the distant future, but a necessary adaptation to the present. The ability to audit on-chain transactions and structure tokenized assets for tax purposes has become a service standard for any modern multinational. With this move, PwC not only seeks to close the gap with its competitors, but also to position itself as the indispensable strategic partner for companies that will build the economy of the next decade on regulated, transparent, and efficient digital rails.