How Visa Is Reshaping the Stablecoin Landscape—and Redefining Its Own Role

Visa Inc. is no longer watching from the sidelines as digital payments disrupt traditional finance. Instead, the payments giant is actively disrupting the playbook itself through a bold new strategic initiative. The company has unveiled a comprehensive Stablecoins Advisory Practice under its Consulting & Analytics division, positioning itself as the trusted navigator for banks, fintechs, merchants and enterprises entering the booming stablecoin ecosystem.

This isn’t just another consulting arm—it’s a full-service transformation hub. Visa is equipping institutions with tailored guidance spanning market positioning, technology architecture, commercial strategy and regulatory compliance. The package also includes specialized training modules and a newly developed Visa University curriculum designed to demystify blockchain technology and digital payment infrastructure for enterprise clients.

The Market Opportunity Is Massive

The numbers tell a compelling story about why Visa is making this move. The global stablecoin market has already crossed the $250 billion mark in total capitalization, and Visa’s own settlement volumes tied to stablecoins have accelerated dramatically—reaching a $3.5 billion annualized run rate as of late November. These figures underscore the rapid mainstream adoption of digital currencies backed by stable assets.

Early participants in Visa’s advisory program reveal the depth of institutional interest. Navy Federal Credit Union, VyStar and Pathward have already leveraged the practice to stress-test stablecoin strategies and identify viable use cases within their operations. Their participation signals that legacy financial players are moving beyond skepticism into serious strategic planning.

The Strategic Advantage: Becoming the Enabler Rather Than the Disrupted

Visa’s approach represents a significant departure from how traditional financial incumbents typically respond to technological disruption. Rather than resisting, the company is inserting itself into the middle of the value chain. By helping partners architect stablecoin solutions, Visa strengthens its ecosystem while unlocking new consulting revenue streams and deepening client relationships. The advisory practice also solidifies Visa’s positioning at the critical intersection where regulated finance meets digital-asset innovation—a strategic moat in an increasingly decentralized financial landscape.

The value proposition for stablecoins is straightforward: faster settlement, lower costs and seamless cross-border transfers compared to legacy payment rails. Visa recognized early that being the guide through this transition is more valuable than fighting it.

Competitors Are Moving Too, But With Different Playbooks

Mastercard Incorporated launched a contrasting offensive in April 2025, rolling out end-to-end support for stablecoin payments that covers issuance, acceptance and settlement across its network. The company also became a member of the Paxos-backed Global Dollar Network, positioning itself to participate in the USDG stablecoin ecosystem.

American Express Company has chosen a different route—one that moves more deliberately. The company partnered with Coinbase to introduce a cryptocurrency-linked credit card with rewards tied to digital asset transactions. Among the three payment giants, AmEx appears most cautious, calibrating its blockchain initiatives carefully as regulatory clarity continues to evolve globally.

Visa’s Stock Performance and Market Valuation

From a capital markets perspective, Visa shares have appreciated 9.8% over the past twelve months, outperforming its direct industry peers but trailing the S&P 500 Index’s broader gains. The stock currently trades at a forward price-to-earnings multiple of 26.35X, above the industry median of 21X, reflecting investor expectations for growth.

Analysts tracking the company expect Visa’s fiscal 2026 earnings to expand by 11.7% year-over-year, with an accelerating 13.2% growth forecast for the following period. These projections embed assumptions about successful monetization of new service lines, including stablecoin-related consulting and infrastructure.

The stock carries a Zacks Rank rating of #3 (Hold), suggesting balanced risk-reward at current valuations despite the strategic promise of emerging initiatives.