On March 25, 2025, a quiet revolution began in French banking.
BoursoBank, one of France’s largest online banks with over 7.2 million clients, announced the launch of a new suite of regulated crypto investment products (ETPs) in partnership with CoinShares. This move allows retail clients to invest in digital assets like Bitcoin, Ethereum, Solana, XRP, and Cardano directly from their standard brokerage accounts — the same way they’d buy a stock or ETF.
While this announcement made waves in the financial press, it holds deeper implications for brands, marketers and commerce leaders alike. Because if crypto is entering everyday banking, Web3 is about to hit everyday life.
1. A major milestone: crypto enters mainstream banking
Until now, investing in crypto in France meant navigating specialized platforms, self-custody wallets, and unfamiliar interfaces. Now, it’s as simple as logging into your banking app.
Thanks to this partnership:
- Customers can invest in five CoinShares Physical ETPs, all listed on traditional exchanges, fully regulated, and eligible for inclusion in standard “compte-titre” brokerage accounts.
- Some of the products even offer staking rewards (like 3% on Solana, 2% on Cardano), with 0% management fees.
- The offering positions BoursoBank as a first mover among French banks, meeting growing demand with user-friendly, low-cost, transparent access to digital assets.
🔗 This is no longer about crypto startups. It’s about established financial institutions making Web3 investment mainstream.
2. Why this changes the game: trust, accessibility and regulation
The significance of this launch goes beyond a product portfolio. It represents a paradigm shift:
- Crypto is now available through a trusted, regulated channel.
- It becomes part of the same financial environment people use daily to manage savings, invest in stocks, or prepare for retirement.
- For many users, this marks their first entry into Web3 — not via speculation, but as a natural extension of their banking experience.
As CoinShares CEO Jean-Marie Mognetti put it:
“This partnership allows French investors to easily incorporate digital assets into their traditional portfolios through their trusted bank.”
In short, crypto just gained a new level of legitimacy and usability in Europe’s largest fintech market.
3. Why it matters for brands: the wallet moment is coming
For marketers and brand strategists, this news may feel far removed. But here’s why it matters:
The moment crypto becomes mainstream in finance, digital wallets and tokens start entering consumer culture — not just as investments, but as part of how people transact, access services, and engage with brands.
That opens the door to:
- Wallet-based loyalty programs
(Think: rewards stored and redeemed via wallet, not email.) - Token-gated commerce
(Exclusive access to experiences, drops or content based on token ownership.) - New forms of CRM
(On-chain data becomes a source of customer insight, segmentation and activation.)
Just as the rise of credit cards shaped ecommerce, the rise of regulated crypto products will shape the next generation of customer experience.
4. The takeaway for brands: prepare now
BoursoBank’s move is part of a broader global trend: Financial platforms are integrating crypto into the mainstream, paving the way for the next wave of digital interactions — wallet-native, permissionless, and decentralized.
Brands that begin now — even with small experiments — will have a head start in:
- Building direct-to-wallet relationships
- Designing token-enabled engagement mechanics
- Leveraging Web3 infrastructure to unlock new revenue streams
At Absolute Labs, we help consumer brands and retailers translate this shift into action — from wallet-based CRM to Web3 Commerce.
Conclusion
What started as a niche financial product has now entered your banking app. And tomorrow, it could power your favorite brand’s loyalty program, checkout experience, or exclusive club.
The BoursoBank x CoinShares partnership isn’t just a finance story. It’s a sign that the Web3 era of trusted, regulated, usable digital assets has begun.
And for brands, the real question is no longer if — but how soon you’ll activate it.
👉 Tap into new revenue opportunities by bridging traditional commerce with the Web3 economy.
Let’s talk : https://content.absolutelabs.io/contact-us
