Visa (NYSE: V) has launched a new Stablecoins Advisory Practice through its consulting arm, Visa Consulting & Analytics (VCA), aiming to help banks, fintechs, merchants and businesses of all sizes navigate the rapidly evolving stablecoin landscape. The service bundles market analysis, strategic planning and implementation guidance, with the stated goal of helping clients determine market fit and roll out stablecoin-enabled products safely and efficiently.
The move comes as the stablecoin market cap tops $250 billion and interest in crypto-linked payment rails intensifies. Visa says its own settlement activity tied to stablecoins has accelerated, reaching a $3.5 billion annualized run rate as of November 30, a figure the company points to as proof of growing commercial demand. Visa’s new advisory practice is designed to translate that momentum into practical, actionable roadmaps for organizations that want to explore stablecoin use cases without having to build expertise from scratch.
“Putting our members first has always been our mission, and we’re committed to exploring innovations that strengthen financial health and convenience for those we serve. Stablecoins may represent an opportunity to enhance speed and lower cost in payments, so with the support of Visa, we are evaluating how this technology could fit into our broader strategy to deliver meaningful value to our 15 million members worldwide,” said Matt Freeman, senior vice president at Navy Federal Credit Union, underscoring why financial institutions are asking Visa for help.
Market Planning and Tech Enablement
Early partners that participated in the advisory work praised VCA’s mix of scale and specialist talent. “Visa Consulting & Analytics brings together Visa’s scale, expertise and specialized consultants to offer a unique service, and Pathward appreciates the invitation to be one of the first banks to explore this work with them,” said Anthony Sharett, president of Pathward. “Stablecoins could provide innovative solutions for the financial services sector, and Visa’s team delivered impressive work, insights and actionable recommendations for businesses exploring them.”
Carl Rutstein, global head of Visa Consulting & Analytics, framed the offering as a strategic necessity. “Having a comprehensive stablecoins strategy is critical in today’s digital landscape,” he said. “Clients come to Visa and VCA for guidance because they trust our ability to navigate change, both within payments and beyond. We are proud to help our clients stay agile and competitive as this space evolves at an unprecedented pace.”
VCA’s practice draws on a global network of consultants, data scientists and product experts to deliver a suite of services that includes stablecoin training and market trend programs, notably a new Visa University course, strategy development and market-entry planning, use-case sizing and go-to-market support, and technology enablement for integrating stablecoins into existing systems. Visa says these services are intended to help organizations design practical pilots and scalable programs while remaining mindful of nascent regulatory standards.
Financial institutions that have already worked with Visa point to the value of practical, tailored guidance. “Working with Visa Consulting & Analytics gave VyStar access to Visa’s scale, crypto expertise, and specialized consulting talent, a combination that is hard to match in the consulting world,” said Lauren Morrison, vice president of Payments Products at VyStar. “The VCA team provided practical insights and tailored recommendations that helped us deepen our understanding of the stablecoin landscape and its potential relevance to our members. This engagement allowed us to explore opportunities thoughtfully and shape an informed strategy.”
The advisory push follows Visa’s wider bet on blockchain and stablecoin infrastructure. In 2023, the company was among the first major payments networks to pilot stablecoin settlement using USDC. Today, Visa says it supports more than 130 stablecoin-linked card issuing programs across more than 40 countries. The company also noted that Visa Direct pilots will allow qualified businesses in certain jurisdictions to pre-fund cross-border payments with stablecoins and send direct payouts to individuals’ stablecoin wallets, signaling its intent to marry traditional rails with crypto-native settlement options.
With stablecoins gaining traction and regulators increasingly focused on the space, Visa’s latest initiative positions the payments giant as both a partner for incumbents and a facilitator of innovation. The company frames the effort as part of its broader mission to modernize payments and expand financial inclusion: to connect consumers, merchants, financial institutions, and governments in more innovative, convenient, reliable and secure ways.
