PricewaterhouseCoopers’ decision to deepen its involvement in the crypto sector is adding momentum to an already resilient digital-asset market, with Bitcoin trading close to $93,000 despite rising geopolitical tensions and broader macro uncertainty.
The Big Four firm is expanding its crypto-focused audit, advisory and consulting services, encouraged by clearer U.S. regulation that has reduced long-standing compliance and reputational concerns. PwC’s U.S. senior partner and chief executive, Paul Griggs, said the firm plans to “lean in” after years of measured engagement, pointing to stablecoin legislation as a turning point for institutional adoption.
That regulatory shift has coincided with steady gains across crypto markets. Bitcoin has hovered around the $92,000–$93,000 range, remaining near year-to-date highs even after a U.S. military strike on Venezuela, an event that would typically pressure risk assets. Ethereum has also held above the $3,000 level, while several major altcoins posted stronger percentage gains, reflecting broad-based market participation.
At the center of PwC’s strategic pivot is the GENIUS Act, which established a federal framework for U.S. dollar-pegged stablecoins, including standards for reserves, custody and disclosures. The legislation has reduced regulatory ambiguity that previously kept large institutions on the sidelines, allowing firms like PwC to scale crypto services with greater confidence.
Griggs said stablecoin regulation is likely to accelerate institutional conviction, while tokenisation continues to emerge as a structural trend reshaping capital markets. PwC has also been engaging clients on practical use cases, particularly how stablecoins could improve payment efficiency, liquidity management and cross-border settlement.
The firm’s move reflects a broader recalibration across professional services, banking and asset management following a more constructive regulatory tone from U.S. authorities under President Donald Trump’s administration. A shift away from enforcement-led oversight toward formal rulemaking has encouraged institutions to reassess earlier concerns around custody, compliance and operational risk.
Market participants appear to be responding positively. Analysts note that Bitcoin has benefited from strong technical positioning, sustained stablecoin inflows and renewed institutional interest, including fresh capital moving into crypto-linked investment products at the start of the year. Altcoins and even memecoins have also seen renewed activity, suggesting improving investor confidence and a maturing market structure.
For Bitcoin, institutional validation from a Big Four firm carries symbolic weight. As auditors, consultants and payment providers become more deeply embedded in the digital-asset ecosystem, investors increasingly view crypto not as a fringe alternative, but as an emerging pillar of financial infrastructure — one capable of maintaining stability even amid geopolitical stress.
