Visa has introduced a new Stablecoins Advisory Practice under its Visa Consulting & Analytics (VCA) division, targeting banks, fintechs, merchants and other businesses that are exploring stablecoin solutions. The practice offers market‑fit analysis, strategy development and implementation support, leveraging Visa’s deep payments expertise and its extensive stablecoin infrastructure, which includes pilots, card programs and Visa Direct cross‑border experiments.
The launch comes as Visa’s own stablecoin settlement volume reached a $3.5 billion annualized run rate as of November 30 2025, while the global stablecoin market cap has surpassed $250 billion. These figures underscore the rapid institutional uptake of stablecoins and the scale of the opportunity that Visa is positioning itself to capture. Early clients such as Wirex, Pathward, VyStar Credit Union and Navy Federal Credit Union are already engaging with the practice to assess how stablecoins can accelerate payments, reduce costs and improve liquidity.
From a strategic perspective, the advisory service expands Visa’s revenue mix beyond interchange fees, tapping into higher‑margin consulting and implementation work. Carl Rutstein, Global Head of Visa Consulting & Analytics, said the firm “provides guidance because clients trust Visa’s ability to navigate change in payments and beyond.” Matt Freeman of Navy Federal Credit Union noted that stablecoins could “enhance speed and lower cost in payments,” and that the partnership with Visa is helping the credit union evaluate the technology’s fit for its 15 million members.
The competitive landscape is evolving, with Mastercard, PayPal and other payment networks also offering stablecoin‑related services. Visa’s advantage lies in its already‑established stablecoin infrastructure—over 130 stablecoin‑linked card programs in more than 40 countries and ongoing Visa Direct pilots that test cross‑border settlement in stablecoins. Regulatory scrutiny remains a headwind; emerging standards and compliance requirements are shaping how institutions can adopt stablecoins, and Visa’s advisory practice is designed to help clients navigate this complex environment.
In sum, Visa’s Stablecoins Advisory Practice signals a strategic pivot toward becoming a full‑stack payments platform. By combining consulting expertise with a robust stablecoin ecosystem, Visa is positioning itself to capture a growing share of the $250 billion+ market while diversifying its revenue streams and deepening relationships with key financial institutions.
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