Visa has taken another step deeper into the stablecoin economy with the launch of a Stablecoins Advisory Practice, a new consulting service designed to help banks, fintech firms, and enterprises design, evaluate, and implement stablecoin-based strategies.
Announced on Monday, the initiative will sit within Visa Consulting and Analytics and focus on real-world use cases such as cross-border payments, business-to-business (B2B) transactions, and treasury operations.
Visa executives say the practice responds to rising demand from financial institutions exploring how regulated stablecoins could improve payment speed, cost efficiency, and global reach.
“Helping our clients grow is frankly the reason we exist in stablecoin,” said Carl Rutstein, global head of Visa Consulting and Analytics. He noted that many clients are seeking guidance not just on the technology itself, but also on operational readiness, compliance considerations, and customer demand.
The move comes as stablecoins gain broader acceptance following the passage of the Genius Act in July, signed by U.S. President Donald Trump, which established a clearer regulatory framework for issuing and managing fiat-backed digital tokens. Since then, several major payments and financial firms have accelerated their stablecoin initiatives, viewing the assets as a bridge between traditional finance and blockchain-based payments.
Visa said the advisory practice already has dozens of clients, including Navy Federal Credit Union, VyStar Credit Union, and Pathward.
The service will help organizations assess whether stablecoins make sense for their business, design technical and operational models, and execute implementation where appropriate. Rutstein added that while some clients may move forward with stablecoins, others may determine that current customer needs do not justify adoption.
Visa expects the practice to scale to hundreds of clients over time as interest grows.
The company has been active in crypto for several years. In 2023, Visa piloted stablecoin settlements using USDC and today supports more than 130 stablecoin-linked card programs across 40 countries.Â
Visa also processes roughly $3.5 billion in annualized stablecoin settlement volume, underscoring its growing role in digital payments infrastructure.
“Stablecoins may represent an opportunity to enhance speed and lower cost in payments,” said Matt Freeman, senior vice president at Navy Federal Credit Union, adding that the institution is evaluating how the technology could benefit its 15 million members globally.