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BBVA has become one of the first Spanish banks to offer its regular customers bitcoin and ether trading services through its regulated banking app. As of now, BBVA customers can buy and sell bitcoin (BTC) and ether (ETH) within a seamlessly integrated environment that also includes the bank’s other financial services. The initiative aims to offer trading and custody services to retail investors without them needing to move funds to a third-party exchange, creating a much more holistic experience for users. BBVA joins a host of institutions, governments and businesses championing cryptocurrency- and blockchain-based services in a bid to offer greater efficiency, speed and interoperability to citizens, travelers and traders.
In this article, we’ll take a closer look at BBVA’s decision to launch bitcoin and ether trading services, other institutions and banks offering crypto-related services, and what this means for broader crypto adoption.
BBVA launches bitcoin and ether trading services
BBVA’s bold entry into crypto trading services sends a clear message to both other institutions and the bank’s retail users: BBVA approves of and encourages the adoption of cryptocurrency. By enabling direct access to bitcoin and ether trading directly through its banking app, BBVA has lowered the complexity barrier to entry for crypto investment. Customers no longer have to move funds to a third-party exchange or custodian. All purchases and custody of bitcoin and ether will be handled through the bank’s app. The customer-first strategy aligns with a growing expectation among modern banking clients: access to a broad suite of financial tools, both traditional and digital, within a single, secure platform.
According to Gonzalo Rodríguez, Head of Retail Banking for Spain, the aim is clear: “We want to make it easier for our retail customers in Spain to invest in crypto-assets, through a simple and easy-to-access digital solution on their cell phone. Our goal is to support them as they explore digital assets, backed by the strength and security of a bank like BBVA.” While only two cryptocurrencies are so far enabled for BBVA’s trading services, they are the two largest market-cap assets on the market, which makes them a logical starting point for a bank-focused rollout. The new rollout is fully aligned with the EU’s Markets in Crypto-Assets (MiCA) regulation.
A broader trend of institutional crypto adoption
BBVA’s initiative is part of a much broader shift in which legacy financial institutions are beginning to embrace digital assets as native components of their services. Major players such as JPMorgan, Fidelity, and Goldman Sachs have each introduced varying forms of crypto exposure, ranging from custody services and bitcoin ETFs to tokenized asset platforms, which cater to both retail and institutional clients. Staying in Spain, Banco Santander is following suit by preparing to launch crypto services through its digital arm, Openbank, including early-stage plans for euro- and dollar‑denominated stablecoins and retail access to cryptocurrencies under MiCA, signaling another major Spanish bank’s entry into the digital asset arena.
Governments around the world are also embracing crypto. In Bhutan, for instance, tourists can now pay for flights, visas, hotel stays, local tours and everyday purchases at over 1,000 vendors using QR code–based crypto systems powered by Binance Pay and the state-backed DK Bank. In Thailand, authorities have green-lit a pilot in Phuket enabling international travelers to spend cryptocurrencies via card-linked platforms. And the momentum hasn’t skipped the United States. The week of July 14–18 has been officially declared “Crypto Week” by Congress, with legislators advancing landmark bills like the Genius Act, Clarity Act, and Anti‑CBDC Surveillance State Act, which promise clearer frameworks for stablecoins, token classification and privacy protection.
What this means for broader crypto adoption
BBVA’s integration of crypto trading directly into its banking app, alongside similar moves by other institutions and governments, is an encouraging sign of broader crypto adoption and a response to growing consumer demand. For many curious about cryptocurrencies, the complexities involved in acquiring a crypto wallet, accessing an exchange and purchasing crypto assets present a barrier to entry. By embedding crypto access within regulated, familiar banking environments, traditional financial players, such as BBVA, are making it easier and more comfortable for everyday users to enter the crypto market, thereby increasing utility and inclusion.
This is particularly important for retail crypto adoption. As banks like BBVA and Santander begin to offer crypto services in line with MiCA and other regulatory frameworks, they are not only legitimizing the asset class but also making it easier and safer for the average consumer to take part. The less friction involved in the acquisition process, the more likely users are to explore the added benefits and utility of cryptocurrencies further. As more banks, governments, and institutions integrate digital assets into everyday financial services, they are becoming increasingly legitimate, accessible and essential components of the global financial system.
To find out more about crypto trends, onboarding crypto payments through ForumPay or to speak to a member of the team, visit www.forumpay.com.
