PwC doubles down on crypto advisory as GENIUS Act and regulatory shifts reduce uncertainty

PricewaterhouseCoopers has expanded its cryptocurrency services following what CEO Paul Griggs described as a regulatory shift that reduced uncertainty around digital assets in the United States.

In an interview with the Financial Times, Griggs credited emerging stablecoin legislation including the GENIUS Act and new leadership at the Securities and Exchange Commission for creating the clarity needed to justify deeper investment in crypto advisory, accounting, and compliance services.

US crypto rules reshape PwC’s strategic outlook

According to Griggs, the shift in US crypto rules marked a turning point for the firm’s digital asset strategy. He pointed to regulatory momentum around stablecoins and clearer guidance from policymakers as reasons PwC chose to lean further into crypto-related services after years of measured engagement.

“The GENIUS Act and the regulatory rulemaking around stablecoin, I expect, will create more conviction around leaning into that product and that asset class,” — Paul Griggs, CEO, PwC.

Griggs added that developments around asset tokenization are also influencing the firm’s approach. “The tokenization of things will certainly continue to evolve as well. PwC has to be in that ecosystem,” he said.

For PwC, clearer US crypto rules reduce the legal and compliance risks associated with advising clients in the sector. The firm had previously taken a cautious stance, reflecting the fragmented regulatory environment that dominated earlier stages of crypto adoption in the United States.

PwC broadens crypto services under evolving US crypto rules

PwC’s expansion under the current US crypto rules includes a wide range of services already listed on its website. These span crypto accounting, cybersecurity, wallet management, regulatory compliance, and advisory services for digital asset businesses.

The firm said it works with a diverse set of clients, including crypto exchanges, traditional financial institutions entering the space, and public-sector bodies such as governments, central banks, and regulators.

Griggs emphasized that PwC’s growth in crypto has been deliberate rather than speculative, aligning internal capacity with external demand shaped by clearer US crypto rules.

“We are never going to lean into a business that we haven’t equipped ourselves to deliver,” — Paul Griggs, CEO, PwC.

He explained that over the past year, PwC has strengthened its internal and external resource pool as it took on more digital asset engagements.

“Over the last 10 to 12 months, as we’ve taken on more opportunities in that digital assets arena, we’ve bolstered our resource pool inside and outside,” Griggs said.

“Whether we are doing work in the audit space or doing work in the consulting arena — we do all the above in crypto — we see more and more opportunities coming our way,” — Paul Griggs, CEO, PwC.

The firm’s leadership suggests that clearer US crypto rules are encouraging more established institutions to seek professional guidance as they explore crypto-related products.

Big Four follow US crypto rules into digital assets

PwC’s move reflects a broader trend among the “Big Four” accounting and professional services firms as US crypto rules become more defined. Deloitte, Ernst & Young, and KPMG have all rolled out crypto-focused offerings over recent years, signaling that digital assets are moving into the mainstream of professional advisory work.

Deloitte provides blockchain strategy and consulting services and lists partners such as Ava Labs, Bitwave, and Chainalysis in its blockchain alliances. Ernst & Young offers crypto strategy and tax support, while KPMG provides crypto audits, cybersecurity services, and advisory networks tailored to digital assets.

Together, these developments highlight how clearer US crypto rules are lowering barriers for large firms that once viewed the sector as too uncertain.

With PwC reporting global revenues of $56.9 billion as of October, its expansion underscores how regulatory clarity can unlock institutional participation at scale.

As stablecoin legislation and regulatory frameworks continue to take shape, PwC’s leadership believes demand will keep growing.

For the firm and its peers, evolving US crypto rules are no longer a constraint but a catalyst, signaling a new phase where crypto services become a standard part of global professional practice.