Institutions and professional investors are primed to buy into crypto in 2026, according to an industry thought-leader.
Now, Robert Crossley, global head of industry advisory services at Franklin Templeton, one of the world’s largest asset managers, told DL News that “it is not just one group anymore” interested in the $3 trillion space.
“We are seeing growing interest from more established investors who are thinking about diversification and long-term outcomes,” Crossley said. “Younger investors are drawn to crypto because it matches how they already interact with technology and money.”
“The gap between these groups is narrowing as digital assets become part of mainstream financial planning,” Crossley said.
He’s not the only one noting this convergence.
Mainstream fintech companies like Robinhood, Stripe, Revolut, and Wise are also aggressively positioning in between crypto and traditional finance by expanding their products to align with a broader range of investors — not just retail, but also professional and institutional investors.
The interest comes amid a sweeping transformation towards crypto-friendly regulation and infrastructure in many parts of the world. US President Donald Trump has said he’ll make America a leading crypto country. The UK and the EU have also moved to stay competitive in the digital assets race.
This interest can be seen in spot exchange-traded funds backed by Bitcoin and Ethereum, which have raised over $100 billion in investment since launching in 2024, according to DefiLlama data. ETFs backed by popular altcoins, including XRP and Solana, have also attracted billions in investment.
When asked about altcoins, Crossley said that Franklin Templeton sees growing investor interest.
“But it is more thoughtful than it was in the past,” he said. “Investors want to understand what an asset does, how it trades, and how it fits into a portfolio. It shows the market is moving toward more informed and disciplined decision making.”
ETF surge
The growing interest in crypto coincides with a continuing wave of ETF issuance by traditional financial institutions.
About 75 new crypto-backed ETFs were launched in 2025, bringing the total to 150, according to ETF Database.
Bloomberg Intelligence analyst James Seyffart said on X that there are another 126 ETF filings in the pipeline, with many more coming.
“ETFs are a starting point rather than a peak,” Crossley said. “They give investors a familiar way to access a new asset class and that matters.”
“We think about how these products connect to tokenisation, on chain fund delivery, and more efficient operations,” he said.
“The goal is consistency and longevity, not chasing short term trends.”
