Trust as a Service: Citi Bets Its Brand on Luring Institutions to Crypto
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Citi is preparing to launch a crypto custody service by 2026. The initiative is a direct response to the institutional demand for safety following high-profile industry failures.
Citi’s strategy hinges on its status as a heavily regulated, systemically important bank, offering a stark contrast to the perceived risks of crypto-native platforms.
By providing a “trusted” vault for digital assets, Citi is leveraging its massive existing custody business to convince wary institutions that their crypto can be as safe as their traditional securities.
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