PwC significantly adjusts its strategy, accelerating its focus on crypto and token businesses—GENIUS Act becomes a turning point

Against the backdrop of increasingly clear US regulations on environmental protection, the world’s leading consulting firm PwC is undergoing a strategic shift. Moving from a cautious stance in the long term to actively deploying cryptocurrency and token-related businesses, this Big Four giant recognizes that the era of integrating traditional finance with blockchain has arrived. PwC CEO and senior partner Paul Griggs stated in an interview with the Financial Times that the new regulatory framework is fundamentally changing institutional perceptions of digital assets, especially through the GENIUS Act promoting stablecoin standardization and tokenization progress.

Legal Clarification Drives Institutional Entry, Stablecoins Are No Longer Marginal Products

For a long time, traditional service companies like PwC have been cautious about crypto. Regulatory uncertainty has been the main obstacle—audit, compliance, and risk management departments find it difficult to justify deep involvement in this field. However, the situation is changing.

The introduction of the GENIUS Act has established clear rules for stablecoin issuance, reserves, and oversight. This means stablecoins are gradually shifting from “marginal innovation” to “financial infrastructure.” Griggs pointed out that this legal certainty alleviates institutional concerns—they can now confidently incorporate stablecoins into fund management, international payments, and blockchain financial applications.

This shift has profound implications for large service firms like PwC. Once the legal framework is clear, demand for compliance consulting, risk assessment, and auditing services surges. PwC sees an opportunity: becoming a trusted intermediary for traditional institutions entering the crypto space.

Tokenization Moving from Theory to Practice, How PwC Seizes the Opportunity

Beyond stablecoins, tokenization is moving from conceptual stages to execution. Bonds, funds, property ownership, cash flows—these traditional financial assets can be tokenized and put on-chain. Once on-chain, settlement times shorten, transparency improves, and compliance automation becomes feasible.

According to Griggs, PwC expects tokenization to become more complex and widespread in the future. Asset management firms are experimenting with tokenized funds, banks are exploring on-chain payment systems, and traditional financial infrastructure is gradually being replaced by programmable assets. PwC’s clear judgment: not participating in this ecosystem shift will lead to marginalization.

For PwC, the opportunities brought by tokenization are multi-dimensional. It requires providing consulting, auditing, governance, and security support—all core strengths of traditional consulting firms. Rather than being overtaken by crypto-native companies, it’s better to proactively integrate into the ecosystem.

Multi-layered Approach to Compliance and Infrastructure, PwC’s Crypto Ecosystem Services

In fact, PwC’s services in the crypto field go far beyond expectations. In addition to consulting, they include digital asset accounting, custody and wallet control, cybersecurity audits, regulatory compliance guidance, and risk management frameworks tailored for blockchain.

These services target a diverse clientele: local crypto companies, traditional financial institutions seeking to expand blockchain businesses, and central banks and regulators needing to understand new technologies. Griggs revealed that over the past year, PwC has continuously strengthened its internal crypto capabilities, including hiring experts and collaborating with other institutions to meet complex blockchain operational demands.

This multi-layered coverage reflects PwC’s core strategy: not treating crypto as a niche product but integrating it into mainstream business lines. Whether in auditing, compliance consulting, or strategic planning, PwC handles digital assets according to traditional financial standards. This is crucial for institutions that require credibility.

From Consulting Firm to Ecosystem Participant, PwC’s Role Transformation

This strategic shift by PwC mirrors a broader industry trend. As legal certainty increases and capital flows accelerate into the blockchain ecosystem, traditional financial service providers are transforming from “observers” to “participants.”

Legal clarity is the trigger, but the deeper driving forces are market realities: stablecoins used for payments, trading, lending, and on-chain clearing; tokenized assets reshaping financial markets; and enterprises and investors demanding unprecedented levels of compliance, security, and governance.

PwC’s leadership believes this demand will only grow. Uncertainty is dissipating, and capital is flowing in. In this environment, traditional advisors with expertise in finance, law, and technology are becoming indispensable. PwC’s strategy is clear: to dominate this emerging market and become the preferred partner for enterprises entering the crypto and token ecosystems.