**Behemoth Buy-in: Citi, BlackRock, Goldman Sachs Unveil Crypto Visions**
Major financial institutions like Citi, BlackRock, and Goldman Sachs are now actively embracing cryptocurrency, signaling a significant shift in how traditional finance views and integrates blockchain technology. This move towards mainstream adoption is driven by the aggressive forays of these behemoths into crypto infrastructure, asset tokenization, and regulatory alignment.
### Citi’s Strategic Vision
Citi projects stablecoin issuance to reach $1.9 trillion by 2030, which it labels as “blockchain’s ChatGPT moment for institutional adoption.” The bank is developing a proprietary stablecoin and planning to launch a crypto custody service by 2026. This multi-asset digital custody capability aims to seamlessly integrate with existing services, supporting leading crypto assets for institutional clients. Citi also intends to enhance real-time cross-border payments through its blockchain-based Citi Token Services platform.
### BlackRock’s Tokenization Focus
BlackRock is tripling down on tokenization as a growth area. CEO Larry Fink envisions a future where investors can allocate assets across crypto, stablecoins, and traditional investments within a single digital wallet, without needing to leave the platform. BlackRock is also spending considerable time developing its technology for this vision and is pursuing partnerships to make it a reality.
### Goldman Sachs’ Innovation
Goldman Sachs is focusing on tokenization and distributed ledger technology to improve collateral mobility. The firm views tokenization as the “topic du jour,” recognizing its potential to revolutionize how assets are managed and transferred. Additionally, Goldman Sachs, in collaboration with BNY, has launched a tokenized money market funds solution, employing blockchain to manage ownership records.
These developments signal a permanent shift in asset allocation strategies for institutions, marking a significant inflection point in the adoption of digital assets by traditional finance. With 70% of institutions now holding crypto assets, the market is no longer seen as a niche but rather as a core component of diversified portfolios.