The biggest change with Bitcoin is the shift from it being primarily a retail-focused endeavor to something that looks attractive for institutional investors.
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In a search for yield and alternative assets, investors are drawn to Bitcoin's inflation hedging properties—especially in the developing world—and it is recognized as a source of 'digital gold' due to its finite supply.
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Specific enhancements to exchanges, trading, data, and custody services are increasing and being revamped to accommodate the requirements of institutional investors.
See the whole report here: https://www.citivelocity.com/citigps/bitcoin/
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