Visa officially announced the launch of its Stablecoins Advisory Practice, a new service under Visa Consulting & Analytics (VCA). This initiative helps banks, fintechs, merchants, and businesses of all sizes evaluate, strategize, and implement stablecoin solutions.
The practice provides guidance on market fit, strategy development, technical and operational readiness, use-case analysis like cross-border payments, B2B transactions, remittances in volatile currencies, and integration support. It includes training programs and market-entry planning.
Already serving dozens of clients, including Navy Federal Credit Union, VyStar Credit Union, and Pathward. Visa expects growth to hundreds of clients, though some may conclude stablecoins don’t fit their needs after assessment.
Global stablecoin market capitalization exceeds $250–300 billion. Visa’s own stablecoin settlement volume has reached a $3.5 billion annualized run rate as of November 30, 2025. Builds on Visa’s existing efforts, such as over 130 stablecoin-linked card programs in 40+ countries, USDC settlements since 2023, and recent pilots for stablecoin payouts via Visa Direct.
Carl Rutstein, Global Head of Visa Consulting & Analytics, emphasized: “Having a comprehensive stablecoins strategy is critical in today’s digital landscape… Helping our clients grow is the reason we exist in stablecoins.”
This move positions Visa as a bridge between traditional payments and blockchain-based digital currencies, capitalizing on growing institutional demand amid evolving regulations.
This service targets banks, fintechs, merchants, and enterprises, offering guidance on strategy, market fit, technical integration, operational readiness, and implementation—without aggressively pushing adoption.
Visa’s involvement signals that stablecoins are transitioning from experimental crypto assets to core financial infrastructure. With the global stablecoin market exceeding $300 billion and Visa’s own settlement volume at a $3.5 billion annualized run rate, this advisory practice validates stablecoins as practical tools for payments, rather than speculative vehicles.
Early clients via Navy Federal Credit Union, VyStar Credit Union, Pathward are exploring real-world use cases like cross-border payments, B2B transactions, and remittances in volatile currencies. Visa expects the practice to scale to hundreds of clients, accelerating cautious but widespread institutional entry.
This lowers barriers for traditional institutions lacking in-house blockchain expertise, positioning Visa as a trusted intermediary between fiat rails and on-chain systems. Stablecoins enable faster, lower-cost transfers compared to traditional networks.
Visa’s advisory could drive broader integration, challenging incumbents while complementing Visa’s network through hybrid models. Competitors like Mastercard, PayPal with PYUSD, Stripe, and banks like JPMorgan, Citi are already active in stablecoins/tokenized assets.
Visa’s move intensifies the race, potentially leading to more efficient cross-border flows and reduced fees for end-users. Analysts project stablecoin market growth to $2–4 trillion by 2030, with Visa potentially benefiting as a central hub for multi-stablecoin interoperability.
The launch aligns with improving U.S. regulatory clarity, reducing “debanking” fears and encouraging TradFi participation. Visa emphasizes neutral assessment—some clients may conclude stablecoins don’t fit their needs—promoting responsible adoption focused on compliance, risk frameworks, and customer demand.
Positive for major stablecoins like USDC and others like EURC, PYUSD, boosting liquidity and utility. Reinforces stablecoins as crypto’s “killer app” for real-world payments, shifting focus from volatility to practical on-chain value transfer.
Positions Visa to capture revenue from consulting while defending its core business against pure blockchain disruptors. This isn’t just a consulting service—it’s Visa proactively shaping the future of digital payments, where stablecoins complement rather than replace traditional rails.
It underscores growing confidence in blockchain for enterprise use, likely driving faster adoption in 2026 and beyond amid evolving regulations.






