At 11 a.m. Eastern Time today, the price of Bitcoin (1 BTC) is $69,391.72. That marks a $2,025.94 increase from yesterday morning—but approximately a $11,300 fall compared with one year ago.
What is Bitcoin?
Bitcoin is the original cryptocurrency and remains the most popular crypto coin on the market. Its market capitalization is around $1.33 trillion—considerably higher than the runner up, Ethereum, with a market cap of around $233 billion.
In short, it’s a decentralized digital currency. What that means is that it’s run on a peer-to-peer network instead of being controlled by the government, a bank, etc. It allows you to send value directly to someone else without a middleman.
Many people like the idea of investing in cryptocurrency as a potential hedge against the inflation of the U.S. dollar—or simply as another way to diversify a portfolio. Its growth has been enormous in the past decade, often trouncing the returns of major stock market indices, which is a big part of why investors find it so attractive.
But similar to other cryptocurrencies, Bitcoin is vulnerable to extreme volatility and sudden price fluctuations.
Bitcoin price history
Bitcoin has had a wild ride since its inception in 2009. In its infancy, software developer and early Bitcoin believer Laszlo Hanyecz famously paid 10,000 Bitcoins for pizza. Today, those coins would be worth over $668 million.
Over roughly the last decade, the cryptocurrency has had an astonishing rise—over 15,000%, in fact. But its upside also comes with real risk, as cryptocurrencies tend to be wildly unpredictable. Bitcoin has had some sharp dips, occasionally dropping tens of thousands of dollars in just a few months. But it has also made similarly dramatic climbs. In 2025, Bitcoin ended the calendar year dropping around 30% from its all-time high in October.
What affects Bitcoin’s price?
A variety of factors affect the price of Bitcoin, including:
- Investor speculation: As is the case with many investments, Bitcoin’s value is heavily influenced by trader sentiment and hype. Its short-term demand is typically dictated more by investor hunches and speculative trading than anything else.
- Adoption by major companies: As companies adapt to crypto technology and Bitcoin starts to become a more accepted payment method, there is potential for considerable growth. As an example, Bitcoin’s value increased after companies like Tesla and Ferrari announced they would begin accepting it as payment.
- Economy: Bitcoin isn’t as sensitive to inflation or Fed decisions as many other investments (stocks, for example). But it does tend to increase in value when the U.S. economy is doing well. When people have money in their pocket, they tend to be more willing to explore alternative investments like crypto.
- Regulatory developments: Again, cryptocurrency is still relatively new. Regulations are playing catch-up, and the decisions that are made can spook investors.
How to buy and invest in Bitcoin
You can invest in Bitcoin in several ways. Here are some popular options.
Buy Bitcoin on a cryptocurrency exchange
Buying Bitcoin directly is one of the most popular ways to invest in cryptocurrency. Just open an account with a cryptocurrency exchange and sync the account with your bank account to use your funds for Bitcoin.
Invest in Bitcoin ETFs
If you want to invest in Bitcoin without actually owning any yourself, you can instead look into a crypto exchange-traded fund (ETF). A Bitcoin ETF is an investment fund that holds Bitcoin on your behalf, while its shares trade on stock exchanges like a regular stock. You won’t have to set up a crypto account, and you won’t risk losing your crypto to lost passwords, wallet errors, or similar mishaps.
Buy crypto stocks
Another option for those wary of investing directly in Bitcoin is to invest in cryptocurrency-focused stocks. Potential options include tech firms, publicly traded crypto exchanges, even payment processors. They may use Bitcoin in their operations, so you’ll indirectly benefit from Bitcoin’s performance.
Open a Bitcoin IRA
For retirement-focused investors, a Bitcoin IRA can be a strong option. Similar to a standard IRA, it’s a tax-advantaged account that allows you to use your retirement to purchase Bitcoin and other cryptocurrencies. Bitcoin IRAs have the same tax benefits and contribution limits as traditional or Roth IRAs, but you can invest in alternative assets.
Bitcoin vs. other cryptocurrencies
Although Bitcoin is the most well-known cryptocurrency, it’s not the only investment option you have. When deciding where to invest your money, consider these alternatives:
- Ethereum: After Bitcoin, Ethereum is the second-largest cryptocurrency. And unlike Bitcoin, Ethereum wasn’t created to serve primarily as currency. Instead, it was designed as a decentralized computing platform. It’s a popular tool for developers.
- Tether: Tether is a stablecoin, meaning its value is tied to another asset. In Tether’s case, its value is linked to the United States dollar. As a result, Tether tends to be less volatile than Bitcoin, but that also means it lacks Bitcoin’s growth.
- XRP: XRP is a cryptocurrency specifically designed to move funds from one country to another quickly and with low fees.
Crypto coverage from Fortune
Want to stay up to date with what’s happening in the market? See our recent coverage here:
- There’s a strong case for AI and crypto—but you have to squint to see it
- Crypto industry could get its long-awaited bill as soon as July
- Bitcoin dives again after disappointing jobs report, ending midweek rally
Is it a good time to invest in Bitcoin?
Bitcoin is still relatively new when compared to blue chip stocks like Walmart, P&G, Coca-Cola, etc. It’s hard to gauge how it’ll truly perform in the decades to come. But it’s exhibited unbelievable performance in recent years. And as the number of companies willing to accept it as payment increases, its price is likely to also increase. As it becomes more established, it may experience fewer fluctuations in price, too.
As with any investment, you shouldn’t push all your chips into the middle of the table. Put only money you won’t need in the near term into Bitcoin, and make sure the rest of your portfolio is diversified enough that other investments can help smooth out any sharp price swings.
All to say, Bitcoin is probably best thought of as a long-term investment—it’s not for those who spook easily. If you plan on holding onto your investment for the long haul, investing money into Bitcoin, as just a part of a balanced portfolio, could be a good choice.
Frequently asked questions
How much will Bitcoin be worth in 2030?
While the answer is obviously unknowable, crypto experts are generally optimistic about the short-term success of Bitcoin. Some models price it at more than $700,000 by 2030, with conservative estimates closer to $300,000.
What is Bitcoin’s all-time high price?
As of this writing, Bitcoin reached its highest price ever on Oct. 6, 2025, pricing at a whopping $126,198.07.
Can you buy a fraction of a Bitcoin?
Yes, you can buy a fraction of a Bitcoin. Most cryptocurrency exchanges offer fractional investing, meaning you can buy portions of crypto coins. Thanks to fractional investing, you can invest in Bitcoin with as little as a few dollars.
How do I start investing in Bitcoin as a beginner?
If you want to invest directly in Bitcoin by owning the currency, you’ll typically open an account with a cryptocurrency exchange. Once the account is created, you can transfer money to your crypto account from your bank and place an order for Bitcoin and other tokens or coins. You can also indirectly invest in Bitcoin via an ETF or a business that uses Bitcoin.
What can you buy with Bitcoin?
You can use your Bitcoin holdings in several ways, from selling for cash to trading it for other coins. In some cases, you can also pay for purchases, such as with Tesla and Microsoft.
Does Bitcoin outperform the stock market?
Bitcoin has well outperformed the stock market since its launch, but its extreme volatility makes it far less than a guarantee to be a better investment than stocks.
