• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
Some Fortune Crypto pricing data is provided by Binance.
NewslettersFortune Crypto

Bitcoin goes public: What the ETF victory means and what comes next

Jeff John Roberts
By
Jeff John Roberts
Jeff John Roberts
Editor, Finance and Crypto
Down Arrow Button Icon
Jeff John Roberts
By
Jeff John Roberts
Jeff John Roberts
Editor, Finance and Crypto
Down Arrow Button Icon
January 11, 2024, 9:25 AM ET
The SEC's approval of Bitcoin ETFs is a bullish outcome for the long term. What happens in the short term is much harder to predict.
The SEC's approval of Bitcoin ETFs is a bullish outcome for the long term. What happens in the short term is much harder to predict.Chesnot—Getty Images

The Securities and Exchange Commission finally yielded to the inevitable on Wednesday, allowing 11 companies to package Bitcoin as shares and letting investors buy stock in the cryptocurrency just as they would shares of Apple or Tesla. Crypto billionaire Michael Saylor marked the moment by saying “Tomorrow Bitcoin Goes Public,” and that description sounds about right.

Since the first batches of Bitcoins arrived in 2009—way back when the blockchain spit out 50 Bitcoins every 10 minutes—the cryptocurrency has been treated by many as something disreputable. This has especially been the case in Washington, D.C., and, until recently, on Wall Street, where bankers liked to sneer at it. Now, though, financial giants like BlackRock and Fidelity will be using their new ETFs as a vehicle to distribute Bitcoin to their many clients, who will in turn start including it in retail investors’ pension and retirement funds. This will only increase mainstream support for Bitcoin and help turn many remaining detractors into allies.

I’m hardly the only one to hold the thesis that the long-term case for Bitcoin is bullish, and I’m confident it will be proved right in the next five years. The harder thing to predict is what happens in the short term. A quick look at the market confirms the popular crypto wisdom that any price jump from the ETF approval was largely baked in. The thing to watch now is whether the flood of new Bitcoin ETF shares, which will begin trading as soon as today, are snapped up or—as is very possible—if demand turns out to be muted and the currency slumps. A further wildcard is if the impending Bitcoin “halving,” which will cut the supply of new coins per block from six to three, will deliver an additional fillip for demand or if that too is baked in. No matter what happens in the next few months, though, it does not change the long-term bull case.

The other thing to watch in the coming days is which of the Bitcoin ETF issuers gobbles up the biggest market share—history shows new ETFs are a winner-take-all business—and which firms just spent months on expensive legal paperwork to get 1% or 2% of the market. Meanwhile, a related and more interesting question is how long it takes for the SEC to approve an Ethereum ETF, which is also only a matter of time. And beyond that, will the likes of XRP and Dogecoin also get the coveted stamp of respectability that comes with an ETF wrapper? The answer could be years or never.

Finally, there is the matter of the SEC’s colossal screwup on Tuesday, which saw a hacker take over the agency’s X/Twitter account because it had failed to implement a basic security feature. This has already diminished Chair Gary Gensler’s rapidly diminishing political clout, but also poses a fun mystery. As Matt Levine noted, a seasoned financial criminal could have used the compromised SEC account to come up with a more lucrative scheme than publishing a fake announcement about news that was already expected and priced in.

Go ahead and put on your criminal mastermind hat for a moment and think of how you could make the most money with the SEC’s Twitter account. Maybe announce a criminal investigation of Apple while shorting the stock? You get the point. Fortunately, the hacker (who is in huge trouble if caught) didn’t do anything of the sort, suggesting that Levine may be right that the whole point was to troll the hell out of Gensler. Chalk it up to yet another colorful moment in a crypto history full of them.

Jeff John Roberts
jeff.roberts@fortune.com
@jeffjohnroberts

DECENTRALIZED NEWS

The SEC stated the FBI is helping investigate who is responsible for Tuesday's social media hack. (The Block)

Ark Investment's Cathie Wood said Gary Gensler "denigrated" the crypto industry by issuing an anti-Bitcoin statement after the SEC approval. (Bloomberg)

Cybersecurity firm Mandiant says the hackers who hijacked its crypto account last week are a known "Drainer-as-a-Service" gang. (Bleeping Computer)

X removed a feature that lets users post an NFT as their profile picture and lets viewers click to learn more information. (TechCrunch)

In the first case of its kind, a federal court allowed a plaintiff to serve legal papers to the wallet of a person who stole his Bitcoin. (The Verge)

MEME O’ THE MOMENT

C'mon, Gary:

This is the web version of Fortune Crypto, a daily newsletter on the coins, companies, and people shaping the world of crypto. Sign up for free.

About the Author
Jeff John Roberts
By Jeff John RobertsEditor, Finance and Crypto
LinkedIn iconTwitter icon

Jeff John Roberts is the Finance and Crypto editor at Fortune, overseeing coverage of the blockchain and how technology is changing finance.

See full bioRight Arrow Button Icon

Latest in Newsletters

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Newsletters

Why Meta hired Dina Powell McCormick
NewslettersMPW Daily
Why Meta hired Dina Powell McCormick
By Ellie AustinMay 29, 2026
1 day ago
Astera Labs founders win the prestigious 2026 EY World Entrepreneur of the Year
NewslettersCEO Daily
Astera Labs founders win the prestigious 2026 EY World Entrepreneur of the Year
By Diane BradyMay 29, 2026
2 days ago
Anthropic co-founder and CEO Dario Amodei speaking at Fortune Brainstorm Tech 2023 in Park City, Utah. (Photo: Stuart Isett/Fortune)
NewslettersFortune Tech
Anthropic is a $900 billion company now
By Andrew NuscaMay 29, 2026
2 days ago
Jane Fraser defied the ‘glass cliff’ to engineer Citi’s long-awaited turnaround
NewslettersMPW Daily
Jane Fraser defied the ‘glass cliff’ to engineer Citi’s long-awaited turnaround
By Claire ZillmanMay 28, 2026
2 days ago
The CFOs steering Big Tech’s trillion-dollar AI bet
NewslettersCFO Daily
The CFOs steering Big Tech’s trillion-dollar AI bet
By Sheryl EstradaMay 28, 2026
3 days ago
Why some CEOs still choose Europe over the U.S.
NewslettersCEO Daily
Why some CEOs still choose Europe over the U.S.
By Diane BradyMay 28, 2026
3 days ago

Most Popular

Surging Treasury yields expose a brutal truth: America has no margin for error on its $39 trillion debt
Economy
Surging Treasury yields expose a brutal truth: America has no margin for error on its $39 trillion debt
By Shawn TullyMay 30, 2026
19 hours ago
As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens
Magazine
As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens
By Emma HinchliffeMay 27, 2026
4 days ago
Current price of oil as of May 29, 2026
Personal Finance
Current price of oil as of May 29, 2026
By Joseph HostetlerMay 29, 2026
2 days ago
Gen Z is rejecting $200 dates and choosing 'solo-maxxing'—and dating apps are taking a hit
Economy
Gen Z is rejecting $200 dates and choosing 'solo-maxxing'—and dating apps are taking a hit
By Sydney LakeMay 30, 2026
15 hours ago
As AI slashes white-collar jobs, Salesforce CEO Marc Benioff says almost no one is being hired—except in sales
Success
As AI slashes white-collar jobs, Salesforce CEO Marc Benioff says almost no one is being hired—except in sales
By Emma BurleighMay 28, 2026
2 days ago
A billionaire and an A-list actor found refuge in a 37-home Florida neighborhood with armed guards—proof that privacy is now the ultimate luxury
Real Estate
A billionaire and an A-list actor found refuge in a 37-home Florida neighborhood with armed guards—proof that privacy is now the ultimate luxury
By Marco Quiroz-GutierrezMay 25, 2026
6 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.