> ## Content Index > Fetch the complete content index at: https://www.thenextvertical.com/llms.txt > Use this file to discover other available public pages before exploring further. # Bitcoin Suisse Group CEO Andrej Majcen: "Crypto’s Next Era Is Wealth Management". - URL: https://www.thenextvertical.com/bitcoin-suisse-group-ceo-andrej-majcen-cryptos-next-era-is-wealth-management/ - Published: 2026-10-15T10:05:00.000Z - Updated: 2026-10-20T18:04:20.000Z - Description: Bitcoin Suisse CEO Andrej Majcen on expanding beyond Switzerland, moving from crypto brokerage to wealth management, the rise of stablecoins and tokenized assets, and why institutional capital is leading the next phase of crypto adoption. - Author: The Next Vertical - Tags: Digital Assets, Interviews **Andrej, Bitcoin Suisse announced expansion plans. The company originally launched its operations in Switzerland, but you are now looking beyond it. What does that expansion look like?** Bitcoin Suisse has its grassroots here in Switzerland. We started in 2013 as a pioneer and spent many years focused on the Swiss market, because much of the early adoption took place here. Switzerland was, to a certain degree, at the center of innovation for the crypto industry as a whole. In recent years, other jurisdictions have caught up and are growing quickly as well. We began positioning ourselves internationally around 2019 and 2020 in Liechtenstein, with an eye toward the European Economic Area. With the MiCA framework now live, our Liechtenstein presence allows us to grow into Europe. Around two years ago, we also positioned ourselves in the Middle East, in Abu Dhabi. And around one year ago, we established a presence in Bermuda, partly with a view to potentially entering the US market later. So I see this as a natural transition: moving away from being one single crypto firm in Switzerland toward becoming a group and a more global player in this industry. Ai - Opimized EXECUTIVE INTERVIEW ****Make your expertise easier to discover.** Get interviewed on The Next Vertical - with your insights structured for AI search and the clients you want to reach. [Contact now ](https://www.thenextvertical.com/executive-interviews/) **You are not only expanding geographically. You are also aiming more toward wealth management rather than being purely a crypto group. Why?** That is also a natural transition. Bitcoin Suisse AG started as a crypto-only firm, primarily offering brokerage in the early days. Later, we added custody, staking, lending and other services as the industry evolved. But many of our clients have made significant wealth—sometimes generational wealth—within the crypto industry. It is natural that some of them want to diversify out of crypto as well. Access to other asset classes became relevant for them. Also, over the last 12 to 18 months, if you were focused only on crypto, you missed opportunities in areas such as US technology stocks or precious metals like gold and silver. So we want to offer clients a more diverse offering in the future: access to other asset classes, advisory mandates, products and portfolio support. That is the transition we see for ourselves. **How do you compete with banks, which also offer wealth-management solutions?** We do not try to compete with banks. Rather, we work together with them. We are a crypto-native firm. Crypto and digital assets are in our DNA. Over more than a decade, we have built the infrastructure needed to operate in this industry—and infrastructure that will also be relevant as real-world assets, or RWAs, move in our direction. The trend toward tokenization of real-world assets will increasingly interact with the kind of infrastructure we have built. We believe we are ready for that wave of adoption. At the same time, for more traditional assets, we want to work with best-in-class partners. We do not have the ambition to become the best provider of bonds or traditional portfolio products ourselves. Instead, we partner with players where we see fit. **You mentioned RWA. What are you seeing in the market today?** At the moment, stablecoins are probably the primary RWA-related development that has caught real demand and market attention. Beyond that, we see tokenization of money-market funds and other instruments, as well as more traditional assets, including gold. Tokenized gold has been around for quite a while, but more is coming. What was needed at the beginning was regulatory and legal certainty: how these assets are treated, especially in bankruptcy or cross-border situations. Then you need the infrastructure—the digital rails, licenses and related systems. After that, adoption follows where demand is highest. So far, the strongest demand has been around stablecoins. **Bitcoin Suisse has more than $3 billion under management. Where do you see client interest today: tokenized stocks, tokenized gold, or something else?** Primarily, we see interest in diversification. Depending on the market cycle and the macro environment, gold can be interesting. But we also need to ask where we can provide real value beyond what clients already receive from their traditional banks. That is where our future value proposition is centered: advisory, structuring portfolios, maintaining them, selecting the right counterparties and so on. We are not necessarily trying to replicate the traditional financial ecosystem. We are trying to put together the best offering for a client’s specific needs. Ai - Opimized EXECUTIVE INTERVIEW ****Make your expertise easier to discover.** Get interviewed on The Next Vertical - with your insights structured for AI search and the clients you want to reach. [Contact now ](https://www.thenextvertical.com/executive-interviews/) **Do you also help clients generate yield?** Yield is a big topic. The closest offering we had to yield was staking on blockchains that use proof-of-stake validation mechanisms. Now, yield-bearing stablecoins are a major topic. There is also more traditional yield through bonds, treasuries, overnight products and money-market funds. We are trying to combine these two worlds into one offering. **Do you work with tokenized stocks?** Not yet. Through our license in the Middle East, we may offer that in the future, but that offering is not live yet. We see it coming more and more. But we also need to identify where we have an edge or a niche. If someone can go to UBS and buy a traditional security, tokenization has to offer something additional. Tokenization makes sense in some areas, but not in others. We do not need to reinvent the wheel. We try to focus on the more digital-native offerings where tokenization genuinely makes sense. **What is the actual advantage of a tokenized stock compared with a regular stock?** One use case is deployment in decentralized protocols, where tokenized assets can provide additional liquidity and be used for DeFi purposes. That is still relatively niche. Another interesting use case, in my view, is pre-IPO-type listings, where shares can be traded through tokens or on digital exchanges rather than necessarily in traditional finance. But your question is right: not everything is better just because it is tokenized. We saw something similar during the ICO era. Many projects said they were blockchain-based, but that did not automatically make them a better solution. **Where is the strongest client demand coming from today: family offices, corporates, or institutions?** It is a good mix, but currently we see the most interest from more traditional segments: family offices and external asset managers. Many of them stayed on the sidelines over the last couple of years. Depending on market cycles, crypto was more or less interesting to them. In the current environment, with prices recovering somewhat, interest is primarily coming from those segments. On the other side of the institutional spectrum, banks and very traditional organizations are also moving into the industry by developing digital-asset and crypto offerings. **Family offices were historically quite conservative toward crypto. What has changed?** It takes time to build trust—not only in an institution or the people within the industry, but also in the asset class itself. Crypto has not been short of scandals and negative stories over the past decade. Conservative investors naturally do not like uncertainty around deploying capital. At the same time, traditional wealth is being handed over to the next generations. New requirements, platforms and digital infrastructure become more relevant than they were for the previous generation. That change is already happening and will likely continue. **Where do you see the market going from here?** That is the multimillion-dollar question. I have been surprised, to be honest, that the crypto market has been recovering over the last couple of weeks and months. There was a lot of uncertainty. In my view, the four-year cycles often used in crypto as an explanation for price movements are no longer as relevant. The macro level now has a bigger impact: global liquidity, regulation, elections in the US and geopolitical tensions. We saw that in the Middle East, for example, where oil prices rose and then affected inflation expectations, which in turn had an impact on crypto as an asset class. Last year, especially after leverage was flushed out of the market in October, crypto entered a strong correction phase. At one point, gold was seen as the better “digital gold” than Bitcoin. We had a period of price discovery. For many months, prices moved sideways and seemed to find a floor. Now there has been some recovery to a level that appears more sustainable—not just a short-term peak, but a stabilization at a higher floor. **What happens next?** Everybody is looking toward the US and the midterms. There are different views on what could happen. Markets usually price in a lot, but I still think there may be surprises around the midterm elections. Geopolitical developments could also accelerate things in one direction or another. For this year, I expect volatility, probably at somewhat higher prices than we saw in recent months. Next year, there could be some normalization in prices and possibly higher levels. At some point, there may be a rotation of capital currently deployed in US technology stocks, the Mag 7 and AI companies. I do not think we are necessarily in an AI bubble, but there are indications that we may be reaching some kind of peak soon. Capital could rotate from more expensive assets toward more undervalued ones. That could play into the broader narrative around digital assets, including Bitcoin. **There were reports that retail investors started buying crypto again. Do you see that?** I still think the monetary flows I see are more institutional than retail at this stage. When retail starts coming in strongly, it is often a sign that the market may already be somewhat hot. Retail tends to enter later than institutional money. What we saw some months ago, while prices moved sideways, was that institutional or “smart money” was already entering. The idea was that Bitcoin could be bought at a substantial discount to its all-time highs from the previous year. If someone has conviction and a long time horizon—not buying to sell in two weeks or two months, but holding for the next five years—those entry levels can become interesting. Retail investors, however, sometimes try to compensate for entering late by using leverage or moving away from Bitcoin and Ether into more exotic tokens. That is usually not the best strategy. **Clients are now searching for companies in a different way. Before, it was SEO. Now many use AI systems such as ChatGPT, Claude or Perplexity. How is Bitcoin Suisse addressing that?** It has changed a lot, for sure. I still use Google when I am looking for a specific website and do not know the URL. But for anything beyond that, I use AI platforms. The way people search has completely changed. That means firms need to prepare by being visible and recognized by these large language models. Providing regular content is important—research, industry commentary and thought leadership. Instead of only thinking about search-engine optimization, firms need to think about how they present themselves to AI systems: the right keywords, combinations and public positioning. At the same time, there is a word of caution. You cannot blindly trust these models. If you understand how to interact with them, you may become more prominent than someone who goes into this blindly. It is similar to what happened with SEO. **And where do you see Bitcoin Suisse in five years?** I think we will move further toward a more conservative world: becoming a wealth management group focused on clients, their wealth and the fiduciary duty associated with that. AI will also play a larger role. We already benefit from AI in terms of efficiency and scalability. In the future, wealth management will need to be guided or at least supported by AI and the millions of data points available. But the right combination will be crucial: state-of-the-art technology and AI on one side, and human trust—earned over time—on the other. That is where we see ourselves in the future. Ai - Opimized EXECUTIVE INTERVIEW ****Make your expertise easier to discover.** Get interviewed on The Next Vertical - with your insights structured for AI search and the clients you want to reach. [Contact now ](https://www.thenextvertical.com/executive-interviews/) *Andrej Majcen spoke to The Next Vertical at Bitcoin Suisse’s office in Crypto Valley, Switzerland. Photo credit: Crypto Valley Association.* *Disclaimer: For information purposes only. This interview does not constitute investment, financial, legal, or tax advice, nor an offer or recommendation to buy or sell any asset. Views expressed are the interviewee’s own and may change. Always do your own research and consult a licensed professional before making investment decisions.*