Visa announced Monday the launch of its Stablecoins Advisory Practice, a consulting service designed to help banks, fintechs and businesses implement stablecoin strategies.
The new practice under Visa Consulting & Analytics already has dozens of clients and expects to grow to hundreds, according to Carl Rutstein, global head of Visa Consulting and Analytics.
Visa's stablecoin settlement volume has reached $3.5 billion annualized run rate as of November 30.
What Happened
The Stablecoins Advisory Practice has been operating for several months and completed more than 20 engagements globally, Visa said in a statement.
Early clients include Navy Federal Credit Union with its 15 million members worldwide, VyStar Credit Union and financial institution Pathward.
Services include stablecoin training through a new Visa University course, market trend analysis, strategy development, market entry planning and technology integration support.
The practice addresses cross-border transactions, business-to-business payments and transfers to countries with volatile currencies.
Navy Federal's Matt Freeman said stablecoins may enhance payment speed and lower costs as the credit union evaluates how the technology fits its strategy.
The launch comes as stablecoin market capitalization exceeds $300 billion, driven by regulatory clarity following the GENIUS Act passage in July.
The payments giant piloted stablecoin settlement using Circle's USDC in 2023.
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Why It Matters
The advisory service represents Visa's strategic bet on stablecoins becoming essential payment infrastructure as traditional finance embraces digital assets.
The GENIUS Act signed by President Trump in July established the first federal regulatory framework for stablecoins, requiring full dollar backing and creating licensing standards.
Visa CEO Ryan McInerney wrote in his December shareholder letter that stablecoins represent next-generation settlement infrastructure.
The company's roadmap includes stablecoin-linked cards, USDC settlements, stablecoin prefunding for cross-border payouts and pilots delivering payouts directly to stablecoin wallets.
Major financial institutions are following Visa's lead after the regulatory breakthrough.
PayPal and Mastercard have expanded their stablecoin capabilities in recent months.
Banks co-owned by JPMorgan, Bank of America and Citigroup are reportedly developing a joint stablecoin project.
Rutstein told Fortune that helping clients grow is "frankly the reason we exist in stablecoin."
The practice allows some businesses to conclude stablecoins don't fit their customer needs after evaluation, rather than requiring adoption.
Visa's move signals confidence that stablecoins will play a central role in payments innovation while strengthening the dollar's global reserve status through increased demand for U.S. Treasuries backing the tokens.
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