Vanguard Sets Sights on Cryptocurrency with New Digital Assets Role

Vanguard, the $10 trillion asset management behemoth, has taken another significant step towards embracing cryptocurrency. The company is seeking its first-ever Head of Digital Assets for Personal Wealth, a position that will oversee the development of a multi-year digital assets roadmap.

This move comes as a surprise to some analysts, including Bloomberg Senior ETF Analyst Eric Balchunas, who experienced 'semi-shock' upon learning about Vanguard's plans. The company had previously refused to offer spot Bitcoin ETFs to its clients and maintained a strong anti-crypto stance under former CEO Tim Buckley.

Vanguard's tone began to change in late 2024 after the appointment of Salim Ramji as the new CEO, a former BlackRock executive who oversaw the launch of its spot Bitcoin ETF (IBIT). The company reversed its ban on cryptocurrency ETFs in December 2025, stating it had 'no plans to launch its own crypto products.'