
The big game has arrived … and crypto seeks to snag the spotlight.
Forget that one team is making their first appearance since 1989. Or the highly anticipated star-studded halftime show. Instead, cryptocurrency platforms Coinbase, FTX and Crypto.com might catch your eye as they spend millions on commercials. FTX is even giving away Bitcoin to four lucky winners.
The ads could momentarily shift the conversation from big price moves in crypto to whether the commercials were a flop or not. Regardless, showcasing crypto commercials during an event like this is a testament to how mainstream the topic has become.
There’s no doubt how popular digital currencies are these days. A recent Ally survey confirmed that most individuals have either invested in crypto or they plan to in the future.

Here to Stay
A lot of people have already dipped their toes into crypto investing. In fact, about four out of 10 people you meet on the street have invested in crypto – and the survey also found that most of those people plan to keep investing in it, too. It’s clear the ‘crypto winter’ didn’t slow interest.
Notably, the Ally survey was fielded at the end of January, after crypto had fallen steeply into a bear market (a decline of 20% or more). After peaking in early November, two of the largest cryptocurrencies – Bitcoin and Ether – declined more than 45% to lows in late January. The last two weeks have been a welcome turnaround for holders, though.
It appears money might keep pouring into digital currencies despite recent volatility. 43% of current crypto owners increased their investment over the past 12 months. Additionally, 67% of them are likely to make a new crypto purchase in the coming year.
Still, those that haven’t tested the crypto waters yet are highly unlikely to dive in over the next 12 months.

Risk Aware, but Still Like Dogecoin
With big possible profits come big possible risk, and crypto investors understand that. More than three quarters of those who own coins believe investing in cryptocurrencies is risky, the Ally survey showed.
Many investors only allocate a small portion (5% or less) to crypto. Plus, they take a safeguarding step of diversifying their holdings. A significant percentage of crypto owners invest in five or more currencies.
Not surprisingly, Bitcoin and Ethereum are the most popular coins, but there is also significant interest in smaller coins. After monster volatility in tokens like Dogecoin and Shiba Inu last year, an appetite remains for these types of coins.
The biggest risks, according to respondents, are the risk of losing money, volatility and security concerns. Those who don’t invest in crypto also cite a lack of understanding as a primary driver of avoiding dabbling in digital currencies. Notably, environmental concerns were much lower on the list.
Why invest?
Among crypto investors, though, people just want to make money.
Long-time crypto owners (those who have invested in the arena for at least three years) are more likely to have more confidence in the future of DeFi (decentralized finance). Those fresh in the crypto space report wanting an asset that has strong upside potential and is new and exciting.

Social media has played a key role in influencing investment decisions: Crypto investors are four times as likely to make an investment decision based on what they see on social media versus those who don’t have crypto exposure.
The Bottom Line
While crypto has become mainstream and seemingly has exciting prospects, it is still a new innovation, and there’s a lot for all of us to learn. It’s important to be mindful of all the risks in this still emerging asset class. It was just earlier this week when the DOJ seized $3.6 billion in Bitcoin related to a 2016 hack, reigniting the conversation about what government regulators’ role should be in crypto markets.
The good news is you don’t have to own coins to have exposure. You can invest in shares of companies that own crypto assets or ones that are building technology around crypto and DeFi. Another alternative is to own trusts and even some exchange-traded products tied to digital currencies. On Tuesday, a new ETF tied to the mining operations of the crypto market – Valkyrie Bitcoin Miners ETF (ticker: WGMI) – began trading, and more ETFs are likely on the way, too.
Whether you own crypto or have avoided the asset class so far, you won’t be able to avoid it during the big game on Sunday!
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Lindsey Bell, Ally’s chief markets & money strategist, is an award-winning investment professional with a passion for personal finance and more than 17 years of Wall Street experience. Bell’s unique ability to connect the dots between data and real life and craft bite-sized money ideas that people can use and apply stems from her deep background as an analyst, researcher and portfolio manager at organizations including J.P. Morgan and Deutsche Bank. She is known for demonstrating why and how an understanding of all things money improves a person’s finances and overall well-being. An ongoing CNBC contributor, Bell empowers consumers and investors across all walks of life and frequently shares her insights with the Wall Street Journal, Barron’s, Kiplinger’s, Forbes and Business Insider. She also serves on the board of Better Investing, a non-profit focused on investment education.
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Comment on this article
Comments
Kevin on February 11, 2022 at 4:25pm
Guess it’s ok through Alley Invest to sink your money into crypto but you won’t approve a transfer of shares a particular Class A Common stock to an Ally Invest account because you think it’s too risky. smh
Ally on February 11, 2022 at 4:26pm
Hi Kevin, we hear your frustration. Please give us a call at 1-855-880-2559, so we can discuss this with you further.
George S. on February 11, 2022 at 4:37pm
i don't invest in tulip bulbs either.
Monica A. on February 11, 2022 at 5:12pm
Thank you. Investing information.
Bob S. on February 11, 2022 at 5:29pm
As Charlie Munger called it “rat poison square”. A fool and his money are soon parted…if you don’t understand it, don’t put money in it because it’s not an investment.
Bobby C. on February 11, 2022 at 5:32pm
Very interesting and well written article by Lindsey Bell. TESTING THE WATERS?
Milt on February 11, 2022 at 5:38pm
I have a hard time investing in something made from air and you have to buy it with dollars. You can't buy crypto with crypto, but hey, the guy who made pet rocks became a millionaire.
MWM on February 11, 2022 at 5:54pm
3 words, Tulips, Beanie Babys, and Crypto.
Doald S. on February 11, 2022 at 7:19pm
yet another pushing Crypto babble babble babble article saying absolutely nothing regarding how to evaluate the VALUE . Do not buy what you do not understand is a long time rule. If I can not find a decent explanation of what it is or how to value it, I am pretty sure no one actually understands what it is. High risk gambling similar to playing black jack; some time you win and some times you loose and all the time you con yourself into believing you have a long term chance of winning. DOES NOT MEET ANY REASONABLE INVESTMENT CRITERIA.
Eli on February 11, 2022 at 7:52pm
So put money on vgmi?
Eric on February 11, 2022 at 7:55pm
It's nice to see my favorite investing platform acknowledge this asset class.
David on February 11, 2022 at 11:41pm
Blockchain technology will become the norm for establishing legitimite custody of many assets but its most immediate value is in expediting the tranfer of currencies with decreased cost risk, increased speed, and immediate confimation. Thanks for sharing this survey, but I think the number of people who actually don't invest during the next 12 months would survey at a much lower number if they were revisited 12 months hence...
David on February 11, 2022 at 11:41pm
Blockchain technology will become the norm for establishing legitimite custody of many assets but its most immediate value is in expediting the tranfer of currencies with decreased cost risk, increased speed, and immediate confimation. Thanks for sharing this survey, but I think the number of people who actually don't invest during the next 12 months would survey at a much lower number if they were revisited 12 months hence...
Arnold on February 12, 2022 at 3:43am
Ally needs to add this option of crypto investing. Run your own ads during NFL games and get more exposure while giving more exposure to investment alternatives. Crypto is driven by hyperbole. But you don’t need a lot of investors to make a difference. A few dedicated, hype customers will drive growth for years with patience on your end.
MICHAEL H. on February 12, 2022 at 6:56pm
Does this mean that ALLY will start offering Crypto to purchases in the Investment area??
Ally on February 12, 2022 at 6:57pm
Hi Michael, please give us a call at 1-855-880-2559, so we can discuss this further with you.
Madeline M. on February 13, 2022 at 4:28pm
I am interested in Cryto, please contact me. mc2294@bellsouth.net
Ally on February 13, 2022 at 4:29pm
Hi Madeline, please give us a call at 1-855-880-2559, so we can assist further.
Stacey H. on February 23, 2022 at 12:40pm
Great article!!!!