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PricewaterhouseCoopers (PwC), one of the world’s largest professional services firms, has significantly expanded its crypto and digital asset business following a major shift in the United States regulatory environment. According to PwC CEO Paul Griggs, clearer crypto rules, new leadership at key regulators, and progress on stablecoin legislation have created renewed confidence for the firm to deepen its involvement in the digital asset ecosystem.
The move reflects a broader trend among global financial and consulting giants that are increasingly embracing crypto as regulatory uncertainty in the U.S. begins to ease.
Regulatory Clarity Drives Expansion
Speaking to the Financial Times, Griggs said PwC’s decision to lean further into crypto was directly influenced by evolving U.S. policy. He pointed to leadership changes within regulatory bodies such as the U.S. Securities and Exchange Commission (SEC) and legislative momentum around stablecoins as key turning points.
One of the most notable developments is the proposed GENIUS Act, which aims to provide a clearer framework for stablecoin issuance and oversight. Griggs said such initiatives are critical in helping large firms commit resources to the sector.
“The GENIUS Act and the regulatory rulemaking around stablecoin, I expect, will create more conviction around leaning into that product and that asset class,” Griggs said, adding that tokenization will continue to gain traction across financial markets.
Stablecoins And Tokenization Momentum
PwC sees stablecoins and tokenization as long-term growth drivers within the digital asset space. Stablecoins are increasingly viewed as a bridge between traditional finance and blockchain-based systems, especially for payments, settlements, and cross-border transactions.
Tokenization — the process of representing real-world assets such as securities, real estate, or commodities on a blockchain — is also gaining institutional interest. Griggs emphasized that PwC needs to be fully embedded in this evolving ecosystem to remain competitive.
“The tokenization of things will certainly continue to evolve as well. PwC has to be in that ecosystem,” he said.
As governments, banks, and asset managers explore blockchain-based infrastructure, demand for advisory, audit, and compliance services is rising rapidly.
PwC’s Growing Crypto Services
PwC already offers a wide range of crypto-related services and has been steadily expanding its capabilities over the past year. According to its website, the firm provides:
- Crypto accounting and audit services
- Cybersecurity and risk management
- Wallet strategy and custody advisory
- Regulatory and compliance guidance
- Consulting for blockchain and digital asset integration
Griggs noted that PwC works with a diverse client base across the crypto industry, including centralized exchanges, traditional financial institutions entering crypto, and public-sector entities such as governments, central banks, and regulators.
This breadth of clients highlights how digital assets are no longer limited to startups but are increasingly relevant to mainstream institutions.
Investing In Talent And Resources
PwC’s leadership stressed that the firm would not expand into crypto without ensuring it has the expertise to deliver at institutional standards. Over the past 10 to 12 months, PwC has significantly bolstered its internal and external resource pool dedicated to digital assets.
“We are never going to lean into a business that we haven’t equipped ourselves to deliver,” Griggs said. “As we’ve taken on more opportunities in that digital assets arena, we’ve bolstered our resource pool inside and outside.”
This includes hiring specialists, training existing teams, and partnering with blockchain-focused technology providers to meet growing demand.
Big Four Embrace Digital Assets
PwC’s expansion mirrors a broader shift across the “Big Four” accounting and professional services firms, all of which are now active in the crypto space.
- Deloitte offers blockchain strategy and consulting and partners with firms such as Ava Labs, Bitwave, and Chainalysis through its blockchain alliances.
- Ernst & Young (EY) provides crypto strategy, tax support, and enterprise blockchain solutions.
- KPMG offers crypto audits, cybersecurity services, and a global advisory network focused on digital assets.
The collective involvement of the Big Four underscores how crypto has moved closer to the financial mainstream, particularly as regulatory clarity improves.
Crypto Industry Matures
PwC’s decision also reflects a maturing crypto industry. While many large firms were cautious during earlier market cycles due to regulatory risks, clearer rules are encouraging more conservative institutions to participate.
With PwC reporting global revenues of $56.9 billion, its deeper engagement signals growing confidence that crypto and blockchain technologies will remain a core part of the financial system rather than a speculative trend.
As stablecoin regulation, tokenization, and institutional adoption continue to develop, PwC’s expanded role positions it to capture a growing share of advisory and compliance work tied to digital assets.