The crypto train is definitely on track, and some believe it is time to get on board. But not everyone is rushing. Some large companies prefer to adjust their trajectory smoothly, first testing the brakes and signals. This is the case for Wise. Known for its regulatory caution, the British fintech today shows the first signs of a strategic turn. A measured change of tone, but with major consequences for the crypto industry.
For a long time, Wise preferred to keep its distance from crypto. The platform prohibited transfers to wallets or platforms linked to cryptocurrencies. Yet, things are changing. In 2024, Wise reported £979.9 million in revenue and £345.6 million in profit. Strong with its results, the company is taking a discreet step towards digital assets.
This is evidenced by a job offer published by Matthew Salisbury, product director. They are looking for a product lead experienced in stablecoins and digital wallets. Based in London, the position piqued the interest of more than 100 candidates.
The mission? Explore how users could hold digital assets in their Wise account without compromising the user experience. This does not yet announce a product launch, but the signal is clear: Wise wants to anticipate the future needs of its clients.
This change marks a strategic repositioning. Far from the buzz, but very real.
This turn by Wise is part of a global movement. In 2025, stablecoins surpassed $300 billion in capitalization. The recently adopted US GENIUS Act sets a clear framework for dollar-backed tokens. The European Union is implementing MiCA, and the United Kingdom plans regulation by the end of 2026.
Meanwhile, emerging markets like Africa and Latin America are already massively turning to stablecoins. Due to local currency volatility and high fees, users see them as a practical solution for international transfers and savings. In fact, Visa is already testing payments with USDC and EURC. Even countries like Ghana or brands like Dior have been linked, voluntarily or not, to the rise of these assets.
Faced with this change, Wise really has no choice. Staying on the sidelines risks losing ground. Adapting means keeping control in an expanding crypto industry.
While Wise takes a step towards crypto, it is without haste. There is no question of becoming an exchange platform or a player in the DeFi sector. The objective is simple: to allow holding digital assets in a secure environment, integrated with the existing ecosystem. This remains consistent with the company’s DNA: simplicity, compliance, transparency.
The positioning is clear: avoid speculation but capture useful and concrete uses. Wise could thus offer a complementary service, without modifying its foundations.
This measured approach shows that Wise wants to anticipate without burning its wings. A compromise assumed between innovation and caution.
In Asia, the race for stablecoins is already in full swing. The continent experiments, regulates, and sometimes even accelerates. Wise, however, takes a different stance: moving at its own pace, while keeping an eye on the overall trend. The challenge? Stay competitive without betraying its principles. The movement is underway.
