In an industry that is still haunted by collapse, volatility, and regulation of whiplash, few companies have dared to make a compliance with the first crypto expansion approach. It still does less long -term view of the infrastructure, licensing, and consumer trust.
But a fintech is taking the road less traveling – and making a compelling case why the next chapter of crypto in Europe will not be written in the clouds of speculation, but in the land of regulation.
Meet Wirex: A company established by the British company that, in the last decade, has quietly emerged from the early crypto start to one of the most international licensed platforms in space.
The justification is simple, but the implications sweep: as Mica, the EU markets in crypto-assets regulation, change how the digital asset economy works throughout 30+ member states, the Wirex is betting that being early, following, and present on the ground will be a winning formula.
This is not a test market. This is a long-term play.
“The crypto industry is unable to maintain improvising,” said Pavel Matveev, Wirex's co-founder. “We are moving to a stage where what matters is not only product change – but the clarity of regulation, operational stability, and user protection. That's why Italy.”
Why Italy – and why now?
While global competitors continue to give a hedge their exposure to regulation, Wirex is selective. In 2025, the company made a decisive move – Italy's selection as an European crypto base to lead operations across the European Economic Area (EEA).
From licensing and legal architecture to development and product compliance, Milan is now the Crypto Nerve Center for the EEA.
This is a calculated transition. While France, Germany, and the Netherlands prevail over the finisch media, Italy has emerged as a pragmatic, innovation of change. By focusing on creating a balanced regulatory environment that encourages the FinTech experiment while ensuring consumer protection, Italy positions itself as a attractive -attractive alternative for startups and investors seeking stability without compromising change.
Market landscape in Italy
Italy's Fintech sector is one of the fastest growing in Europe. Until 2023, the country was home to 622 Fintech and Insurtch Startup, with approximately 15% foreign companies. Notably, the Fintech community In Milan represents more than 300 companies, accounting for more than 60% of the national market.
Despite a challenging funding environment, Italian's finisch startups were raised € 174 million In 2023, reflecting an 81% decline from last year. However, there is a remarkable recovery in Q4, which indicates stability in the sector.
At the same time, the crypto market is gaining significant traction. In 2024, approximately 2.7 million Italians held digital assets, representing 7% of the Internet population aged 18 to 75. It marks an 118% increase in users compared to five years before.
This gap between consciousness and adoption of signals of massive non-photential potential-a market that Wirex is properly positioned to serve.
Fintech landscape and regulation status
Italy's appeal is not just about the size of the market – it's about infrastructure. The government has taken significant steps towards developing a responsible ecosystem of change. It is one of the first EU countries to embrace clear guidelines for crypto assets, with the implementation of MICA that is now well carried out.
On 13 September 2024, Italy published RELATIONSHIP Decree No. 129Implementation Regulation (EU) 2023/1114 in markets in crypto-assets (micar). This command characterizes a comprehensive regulatory framework for crypto-asset (CASP) service providers that operates in Italy, replacing existing policies in virtual services (Vasp) virtual (Vasp) virtuals.
While the country initially suggested tax increased tax on cryptocurrencies from 26% to 42%, this plan faced strong opposition. Lawmakers and stakeholders argue that such a move can drive underground crypto activities. As a result, the government decided to maintain a 26% rate in 2025, with a planned increase to 33% in 2026 (ReutersCryponomist).
For Wirex, this clarity is a competitive advantage – not a burden on compliance.
More than just entering the market: A Growth Case study driven by compliance
Wirex is always focused on making a variety of crypto in the real world – the practicality of passing trends. For users in Italy, it means a product that is both innovative and easy to understand: a crypto card that works on visas and Mastercard, the ability to manage both fiat and digital currency in an app, and a friendly user interface developed with compliance with mind. As Italy prepares to fully implement Mica, Wirex offers a solution ready for sunny use -and is ready for the future.
The utility commitment is not just a mission statement – it is supported by milestones. In 2015, Wirex launched the first crypto-enabled card worldwide, allowing users to immediately convert Crypto to Fiat to checkout. Since then, the platform has become a chief member of both Visa and Mastercard, processed by more than $ 20 billion in transactions, and a global user base has grown more than 6 million people throughout 130+ countries.
And trust is not just a principle – it's a measure. A 2024 Consensys survey revealed that 94% of Italians were familiar with the word “cryptocurrencies,” yet 49% say they understand how they work. Among those who did not invest, 60% were mentioned volatility, 54% were directed at scam risks, and 41% said they did not know where to start.
Through the grounding itself with the user's obedience and education, the Wirex has the opportunity to bridge this confidence gap and build a long -term relationship with Italy consumers.
The company's promise to transparency has not been noticed. In 2025 it was named the finalist at Ica compliance awards europe – A rare act of a sector that is still fighting in doubt about regulation.
“Trust is the real money in crypto,” added Pavel Matveev, Wirex's co-founder. “And trust is gained through regulation, licensing, and user protection – not slogans.”
What is actually being built on Milan
The Wirex Milan office is not a back office. It is a build site for the future of the following crypto throughout Europe.
The team includes veterans from banking, compliance, and fintech – people focus on crypto from buzzword to spine. And the mission is clear: to offer infrastructure that makes digital assets available, spent, and safe.
“The next wave of crypto in Europe will not be led by the rebels,” Matveev commented. “It is led by companies that treat crypto not as a product – but as a regulated infrastructure.”
Wirex is licensed in the UK, with crypto registrations throughout Europe and APAC. But its Italian pivot is more than just operating. It's philosophical. It is a vote of confidence in the controlled future of Europe – and the role of Italy as a gateway here.
If others follow this model remains visible. But one thing is clear: in a world of regulation uncertainty, Wirex chooses a slow, steady, and strategic path.
And in the long run, that may be the only path that matters.
