Crypto isn’t just attracting one type of investor anymore.
That’s the key takeaway from Robert Crossley, Global Head of Industry Advisory Services at Franklin Templeton, one of the world’s largest asset managers. According to Crossley, the crypto market, now hovering around $3 trillion is entering a new phase where sophisticated investors are no longer sitting on the sidelines.
And 2026 could be the moment it all clicks.
The Investor Divide Is Disappearing
“For a long time, crypto interest came from very distinct groups,” Crossley told DL News. “That’s no longer the case.”
On one side were younger, tech-native investors drawn to digital assets because crypto fits naturally with how they already interact with money. On the other were more established investors focused on diversification, risk management, and long-term outcomes.
Now, those two worlds are converging. As digital assets become part of mainstream financial planning, the gap between early adopters and traditional allocators is shrinking. Crypto is no longer a niche bet, it’s becoming a portfolio consideration.
I'm in 100% agreement with @BitwiseInvest here. I also think we're going to see a lot of liquidations in crypto ETP products. Might happen at tail end of 2026 but likely by the end of 2027. Issuers are throwing A LOT of product at the wall — there's at least 126 filings https://t.co/eOmeUIKXFZ pic.twitter.com/UELUKUng7Y
— James Seyffart (@JSeyff) December 17, 2025
Fintech Is Quietly Bridging the Gap
This shift isn’t happening in isolation.
Major fintech platforms like Robinhood, Stripe, Revolut, and Wise are aggressively positioning themselves between traditional finance and crypto. Their product expansions are designed to serve not just retail users, but also professional and institutional investors.
That’s a strong signal. These companies don’t chase trends—they follow demand.
Regulation Is Finally Catching Up
Policy momentum is another tailwind.
The U.S., UK, and European Union are all racing to build crypto-friendly regulatory frameworks. President Donald Trump has publicly stated his goal of making America a global crypto leader, while the UK and EU are rolling out clearer rules to stay competitive in the digital asset race.
For institutions, clarity matters more than hype. And clarity is finally arriving.
ETFs Changed the Game
If there’s one catalyst that made crypto investable for institutions, it’s ETFs.
Since launching in 2024, Bitcoin and Ethereum spot ETFs have attracted over $100 billion in capital, according to DefiLlama. ETFs tied to altcoins like XRP and Solana have also pulled in billions, proving demand extends beyond Bitcoin.
When asked about altcoins, Crossley was clear: interest is growing but it’s more disciplined than before.
“Investors want to understand what an asset actually does, how it trades, and how it fits into a portfolio,” he said. “That’s a sign of a maturing market.”
ETFs Are the Beginning, Not the End
The ETF wave is still gaining momentum.
Roughly 75 new crypto-backed ETFs launched in 2025, bringing the total to 150, according to ETF Database. Bloomberg Intelligence analyst James Seyffart says another 126 filings are already in the pipeline.
But Crossley doesn’t see ETFs as the finish line.
“They’re a starting point,” he said. “They give investors a familiar access point to a new asset class—and that matters.”
From there, the focus shifts to tokenization, on-chain fund delivery, and more efficient financial operations.
The Long-Term Play
Franklin Templeton’s strategy isn’t about chasing the next hot token.
The goal, Crossley says, is consistency and longevity—building products and infrastructure that last through market cycles. That’s why 2026 matters. It’s when regulation, investor demand, and financial infrastructure finally align.
Crypto isn’t replacing traditional finance.
It’s being integrated into it.
