Financial giant Charles Schwab is set to enter the bitcoin market, responding to growing client demand for digital assets. This move comes as visits to the company’s cryptocurrency site have surged recently. CEO Rick Wurster believes a more favorable regulatory landscape will enable the launch of direct spot crypto trading within a year. 2026 marks the initial date of this venture, aligning with a trend across traditional financial firms embracing the digital asset space. Wurster has led the company’s cautious yet open approach to cryptocurrency since taking over in 2025, aiming to meet client needs for digital assets while awaiting clarity on regulatory frameworks. Recent shifts in U.S. political climate have bolstered optimism, with Trump’s return to office potentially influencing regulations in favor of crypto services. Wurster acknowledges the growing appeal and strong performance of bitcoin despite his personal lack of cryptocurrency investment experience.