Visa Rolls Out Stablecoins Advisory to Help Banks and Merchants Navigate Market

Amid the growing use of stablecoins in payments, Visa has introduced a new advisory service to help financial institutions, technology providers, merchants, and businesses in evaluating and implementing stablecoin-based solutions. Delivered through Visa Consulting & Analytics (VCA), the offering provides guidance on practical use cases, strategic planning, and execution, leveraging Visa’s payments expertise and market insights.

Visa Supports Businesses in Stablecoins

Visa’s Stablecoins Advisory Practice is designed to assist organizations amid rising stablecoin use and shifting regulatory standards. The service provides guidance on market fit, strategy, and operational implementation, enabling companies to take advantage of opportunities in this emerging sector.

The growth of the stablecoin market reinforces the need for such services. This sector has expanded significantly, now exceeding $318 billion in total value, according to CoinMarketCap, while Visa’s own settlement volume using stablecoins has reached an annualized run rate of $3.5 billion as of November 30. This growth reflects the increasing interest from businesses in adopting stablecoins to streamline payments and settlements.

Early users of Visa’s service include Navy Federal Credit Union, Pathward, and VyStar Credit Union. Matt Freeman, senior vice president at Navy Federal, indicated that stablecoins could offer faster payments and lower costs. With Visa’s support, the credit union is exploring how stablecoins could fit into its broader strategy to provide value to its 15 million members worldwide.

Services Designed for Adoption

Visa’s advisory practice draws on the expertise of its global team of consultants, analysts, and product specialists to deliver comprehensive guidance, which includes:

• Conducting training and programs on stablecoin trends, along with a Visa University course, to help organizations understand market developments and emerging opportunities.
• Assisting businesses with strategy creation, planning market entry, and evaluating potential applications to ensure stablecoin solutions align with their objectives.
• Supporting the technical integration of stablecoins into existing systems to enable smooth adoption and operational efficiency.

Visa and the Growing Stablecoin Market

This initiative builds on Visa’s ongoing efforts to advance digital payment systems. The company was among the first payment networks to test stablecoin settlement using USDC in 2023. Today, it manages more than 130 stablecoin-linked card programs in over 40 countries, reflecting the company’s deepening role in the space.

Beyond Visa’s efforts, stablecoins have been increasingly adopted by consumers and institutions for payments, trading, and remittances, with clearer regulatory guidance helping to boost confidence. In the U.S., the GENIUS Act, passed in July, set out rules for issuing and supervising stablecoins, giving banks and financial technology companies stronger assurance to explore new applications.

With adoption rising and regulations providing clarity, major financial institutions, including JPMorgan, are exploring tokenized deposits to speed up both domestic and overseas settlements, while payment providers such as Visa and Stripe are evaluating stablecoins as a way to reduce costs and accelerate transactions.

In terms of future growth, the stablecoin market shows significant potential. Standard Chartered expects it could reach about $2 trillion by 2028, while Citi forecasts a base scenario of $1.9 trillion by 2030, with the potential to surge to $4 trillion under more optimistic conditions.