PwC Crypto pivots to active engagement in digital assets

Backed by a friendlier US policy stance, PwC crypto positioning is shifting fast as the firm deepens its push into digital assets across audit and consulting.

PWC pivots from caution to active crypto engagement

After years of keeping the sector at arm’s length, PwC is now expanding its work with crypto clients, across both audit and consulting mandates. The Big Four accounting group is capitalizing on what it views as a more supportive environment under the Donald Trump administration, which has encouraged corporate interest in digital assets.

The firm has already advised companies on using stablecoins and tokenization to boost operational efficiency. Moreover, it is positioning these tools as part of broader digital transformation strategies, rather than as isolated experiments, which marks a notable change from its previous, more cautious posture.

Trump-era policies reshape corporate crypto appetite

In an interview with the Financial Times, PwC executive Paul Griggs explained that the firm deliberately waited until it had the internal capabilities to scale in digital assets. “We are never going to lean into a business that we haven’t equipped ourselves to deliver,” he said, noting that over the last 10 to 12 months the firm has significantly expanded its crypto-focused resource pool, both internally and through external partners.

According to Griggs, the Trump administration’s embrace of cryptocurrencies has reassured many blue-chip businesses that had been hesitant to get involved. Previously, they were sidelined by regulatory uncertainty and the risk of enforcement. However, clearer policy signals have started to shift that risk calculus in favor of engagement.

“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,” Griggs added, underscoring the breadth of mandates now coming to the firm.

From regulatory headwinds to clearer rules

For several years before Trump’s reelection, the crypto industry encountered persistent resistance in Washington. The landscape was marked by aggressive enforcement actions against digital asset firms and a pervasive regulatory grey area, which made risk assessment and compliance particularly challenging for large institutions and their service providers.

That said, the picture began to change with the introduction of clearer regulations, including the GENIUS Act and subsequent decisions to drop several high-profile cases. These developments were widely interpreted as a regulatory nod to the sector’s legitimacy, even if comprehensive oversight frameworks are still evolving.

For PwC, these policy shifts triggered a strategic reversal. The firm has since taken a more proactive stance, actively pitching companies on how they can deploy crypto technologies, and especially stablecoins, to streamline payments, treasury and other operational workflows.

The impact of the GENIUS Act and stablecoin rulemaking

Griggs highlighted the importance of the GENIUS Act and related rulemaking around stablecoins for institutional sentiment. “The GENIUS Act and the regulatory rulemaking around stablecoin I expect will create more conviction around leaning into that product and that asset class,” he said, suggesting that regulatory clarity is directly supporting corporate demand.

Moreover, he argued that tokenization will extend far beyond payments and simple transfers. “The tokenisation of things will certainly continue to evolve as well. PwC has to be in that ecosystem,” Griggs noted, signaling that the firm views on-chain representations of real-world assets as a long-term growth area.

This stance reflects a broader shift in digital assets adoption across traditional finance, where large institutions are increasingly exploring on-chain issuance, settlement and collateralization models.

Building a client base and specialist talent

The firm’s growing commitment is also visible in its client roster and hiring moves. PwC has taken on crypto clientele such as Mara Holdings, a bitcoin mining company, indicating that its services now extend into the core infrastructure of the sector. However, the firm is not limiting itself to mining or trading and is instead targeting a broad range of use cases.

To support this expansion, PwC has been recruiting senior specialists. One example is Cheryl Lesnik, who returned to the firm after spending three years working exclusively with crypto clients. Her move underscores the demand for experienced professionals who can navigate both technical and regulatory complexities.

In addition, this internal buildout supports the delivery of crypto audit services, consulting, and risk advisory work to large corporates and financial institutions now considering deeper exposure to digital assets.

Competition among Big Four and mainstreaming of digital assets

PWC’s shift is part of a wider trend among global accounting groups. Other firms such as KPMG and Deloitte have also advanced their crypto offerings over the past year, which signals that the Big Four view digital assets as a durable part of the financial system rather than a short-lived cycle.

Moreover, this convergence suggests that accounting firms crypto strategies are becoming more standardized, with audit, consulting and advisory teams all developing frameworks for handling tokenized assets, stablecoins and related services.

As competition intensifies, the ability to provide a full spectrum of pwc crypto advisory and assurance capabilities is likely to become a key differentiator when courting multinational clients and regulated financial institutions.

Overall, PwC’s move from cautious observer to active participant highlights how regulatory clarity, political backing and corporate demand are reshaping the digital asset landscape, with Big Four firms now positioning themselves at the center of this evolution.