Wirex has named Italy as its new base for cryptocurrency operations within the European Economic Area (EEA), a decision that aligns with the European Union’s transition toward tighter crypto regulation under the upcoming Markets in Crypto-Assets (MiCA) framework.
The move represents a strategic pivot for the London-based digital payments firm, which serves over six million users globally. Already licensed in several heavily regulated markets, including the UK and Asia-Pacific, Wirex is now working to secure a MiCA licence and deepen its ties with EU regulators.
Italy, already hosting Wirex as a registered Virtual Asset Service Provider (VASP) under the Organismo Agenti e Mediatori (OAM), offers what the company sees as an ideal environment for growth, one that combines regulatory clarity with increasing demand for digital asset services. Company leaders have suggested that selecting Italy reflects not just geographic convenience but also long-term confidence in the country’s potential to become a hub for digital finance.
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The firm has made it clear that coming to Italy isn’t simply a change of location but a broader investment in European infrastructure. Wirex establishes a local office with the aim of offering improved support for EEA-based users, rolling out more market-specific services, and responding more efficiently to regulatory developments.
To support this expansion, Wirex has brought on two senior figures with extensive experience in finance and compliance. Alessandro Bruno-Bossio, who now serves as Regional Managing Director for Italy and also oversees customer strategy and retention, has held previous leadership roles at companies such as Paysafe, Nexi, and PayRetailers. He is expected to help steer Wirex’s efforts to create a more user-friendly and intuitive crypto experience.
Bruno-Bossio has indicated that much of the crypto sector still places unnecessary burdens on users and that Wirex is working to simplify how people interact with digital assets. He has also emphasised the importance of building trust through local engagement and regulatory alignment.
Francesco Marotta has also joined Wirex as Non-Executive Legal Director. With over 12 years of experience in financial services law, compliance, and anti-money laundering, he is expected to guide the firm’s legal and regulatory strategy both in Italy and across the broader EEA. His appointment signals Wirex’s focus on scaling responsibly amid tightening European standards.
Company co-founder Pavel Matveev has pointed to Europe’s maturing crypto landscape as a key reason for establishing an operational hub within the EU. His remarks suggest that Wirex sees Italy as a launchpad for sustained, regulation-driven growth in the region.
The Italian office will reportedly focus on three primary areas: product development, customer experience, and engagement with regulators. Wirex aims to leverage this base not only to meet compliance standards under MiCA, but also to deliver financial products that resonate with everyday users, those who may not be tech-savvy but want access to secure and usable crypto tools.