21Shares: Institutional Crypto Adoption Made Easy

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21Shares is a leading provider of crypto exchange-traded products (ETPs) that makes investing in digital assets accessible and efficient for institutional and retail investors. Founded in 2018, the company has established itself as a market leader in the crypto ETP space.

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Product Innovation

21Shares offers a wide range of crypto ETPs that provide exposure to various digital assets. Their products include:

• Single-asset ETPs tracking Bitcoin, Ethereum, and other cryptocurrencies
• Index products that provide diversified exposure
• Rules-based products with rebalancing mechanisms
• Structured products for sophisticated investors

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Strategic Vision

In early 2025, 21Shares underwent a strategic restructuring with key executives from Aberdeen joining the company. This move signals a new growth phase focused on:

• Product innovation beyond simple "Delta 1" offerings
• More sophisticated investment strategies for institutional clients
• Expanding into new client segments like private banks and pension funds

The company is positioning itself to serve both retail investors seeking simple crypto exposure and sophisticated institutional clients looking for more complex strategies.

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Market Position

21Shares faces competition from traditional finance giants entering the crypto space, but views this as positive for the industry. The entrance of firms like BlackRock has:

• Created more media attention for crypto assets
• Increased overall market awareness
• Validated Switzerland as a domicile for crypto products

The company sees its long track record through bull and bear markets as a competitive advantage when investors scrutinize issuers.

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Evolving Client Base

21Shares is witnessing significant shifts in their client demographics:

• Private banks moving beyond execution-only trades to advised mandates
• Pension funds beginning to explore crypto allocations
• Trading firms and hedge funds seeking more sophisticated crypto strategies
• Institutional investors looking for structured products with downside protection

These trends indicate growing institutional comfort with digital assets as a legitimate asset class.

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Market Outlook

The company sees several positive developments for 2025:

• Fewer regulatory hurdles to crypto adoption
• Potential approvals for additional spot ETFs in the US
• Decoupling between different crypto assets, allowing for better portfolio diversification
• Bitcoin maintaining its position as "digital gold" while other assets serve different use cases

21Shares believes blockchain technology will drive operational efficiencies in asset management, with tokenization becoming a major trend in the industry.

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We interviewed Duncan Moir in our latest podcast episode of the Digital Assets Season.

The conversation offers unique insights into:

• How traditional finance professionals view the crypto market evolution
• The strategic positioning of a leading crypto ETP provider
• Institutional adoption trends across different regions
• The future of product innovation in crypto investment vehicles
• How blockchain technology will transform asset management

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For anyone interested in institutional crypto adoption or investment products, this episode provides a comprehensive view from one of the industry's pioneers.

Listen Now!