PwC Expands Global Digital Assets Practice Amid Crypto Push

PricewaterhouseCoopers (PwC) is ramping up its digital assets practice worldwide as regulatory clarity under the Trump administration opens new opportunities in the cryptocurrency sector. The Big Four auditor is expanding consulting, audit, and advisory services across multiple regions.

PwC’s US leader, Paul Griggs, told the Financial Times that recent measures have given companies confidence to adopt digital assets. The Genius ACT and new SEC rulemaking have created consulting and audit opportunities the firm believes it must serve.

PwC is ramping up its digital asset business after years of caution. PwC US leader Paul Griggs said the strategic shift began last year amid a more crypto-friendly regulatory tone in the U.S. and Congress advancing stablecoin and broader digital-asset legislation. He said the…

— Wu Blockchain (@WuBlockchain) January 5, 2026

Griggs added that tokenization is likely to keep expanding. PwC needs to be active in that ecosystem, he said. The firm is seeing a steady increase in opportunities across its audit and consulting businesses.

The auditor is advising clients on stablecoin-based payments and adding partners with specialist expertise. New audit mandates in the sector are also coming through. PwC had early exposure to digital assets through selective initiatives in markets such as Hong Kong and Luxembourg.

Individual offices in those regions previously experimented with Bitcoin payments. Now, the firm is scaling those efforts into a comprehensive global practice.

Kenya Tax Battle Draws PwC Into Crypto Advocacy

Meanwhile, PwC Kenya has joined a coalition of cryptocurrency stakeholders fighting the country’s controversial Digital Asset Tax. The coalition made its case before the National Assembly’s Finance Committee on May 29, 2025.

The group includes major players such as Busha, Kotani Pay, Luno, Swypt, HoneyCoin, and DurraFx. PwC Kenya is serving as an advisor and was present at the submission meeting.

The coalition aims to scrap the current tax regime and replace it with a fairer, globally aligned framework. In response to industry pushback, the Finance Bill 2025 now proposes halving the Digital Asset Tax from 3% to 1.5%.

This change remains pending parliamentary approval. The coalition has put forward three key proposals to lawmakers.

First, they want to repeal Section 12F of the Income Tax Act. This section imposes a flat 1.5% tax on digital asset transfers, even when there is no gain.

Second, the coalition proposes classifying digital assets as property. This would subject them to standard capital gains rules instead of the current flat tax.

Third, they want Virtual Asset Service Providers recognized as financial institutions. This would apply for VAT and excise purposes to avoid double taxation and cascading fees.

PwC Italy Partners on EU Digital Identity Blockchain Product

In Europe, PwC Italy announced a partnership with blockchain consultancy SKChain Advisors in March 2025. The collaboration focuses on building an EU digital identity product using blockchain technology.

The product will enable European companies and their customers to securely access digital platforms. This includes platforms in the Web3 ecosystem, according to an announcement from the firms.

🌐 Why did PwC and SKChain choose World Mobile Chain to build their Self-Sovereign Identity (SSI) solution?

It’s not just a partnership. It’s a strategic decision to build the future of identity on the right foundation.

Let’s break it down 🧵

— World Mobile Chain (@wmchain) March 30, 2025

Development is taking place on World Mobile Chain. This is a layer-3 network built on Coinbase‘s Ethereum layer-2 solution, Base.

The product will use self-sovereign identity technology. SSI is a decentralized form of identity that gives users full control of their data rather than handing it to third parties.

Blockchain technology underpins SSI by allowing users’ data to be distributed and stored securely. This removes the need for centralized identity providers.

The basis for PwC Italy and SKChain’s product is the EU’s digital identity regulation eIDAS 2.0. This regulation introduces the European Digital Identity wallet framework.

EiDAS 2.0 aims to establish an EU-wide digital identity framework. The system will facilitate access to services and enable electronic transactions across member states.

Following this development, PwC continues positioning itself at the intersection of traditional finance and emerging blockchain technology. The firm’s multi-regional approach spans regulatory advocacy, audit services, and infrastructure development.