Bitcoin has surged past $100,000 in 2024, setting new all-time highs and capturing the attention of investors worldwide. While the eye-popping price might suggest it’s too late to get involved, many financial experts argue the opposite: we may still be in the early innings of bitcoin’s long-term growth story.
Despite its meteoric rise — fueled in part by macroeconomic shifts, institutional adoption, and political momentum — seasoned investors like Samara Cohen, Chief Investment Officer of ETFs and Index Investments at BlackRock, believe the most significant return potential lies ahead. “We believe it is the period leading up to large-scale adoption where the biggest future return potential could lie,” Cohen recently noted.
This sentiment is echoed by Robert Cannon, a financial advisor at Experity Wealth, who advises clients to consider allocating 1% to 10% of their portfolios to cryptocurrency based on risk tolerance. “We're basically in the beginning, even though $100,000 seems like a high number,” Cannon told BI. He emphasizes that waiting for the “perfect” entry point could mean missing out on transformative gains.
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Why It’s Not Too Late to Invest in Bitcoin
The idea that bitcoin is “too expensive” now overlooks its fundamental value proposition: scarcity, decentralization, and growing legitimacy as a store of value. Bill Miller IV, CIO and portfolio manager at Miller Value Funds, refers to bitcoin as “digital gold” — a label increasingly embraced by institutional investors.
Several catalysts are accelerating this shift:
- Institutional adoption: Major financial firms are integrating bitcoin into their offerings.
- Regulatory clarity: The approval of spot bitcoin ETFs in early 2024 marked a turning point for regulatory acceptance.
- Global reserve potential: Countries like Argentina may begin treating bitcoin as a strategic reserve asset amid inflation concerns and currency instability.
- Political tailwinds: Discussions around a U.S. national bitcoin reserve have gained traction, adding credibility to the asset class.
These developments suggest that while retail investors are piling in, institutional capital is only beginning to flow. As Cannon puts it: “You want to get there before the big money is there.”
4 Ways to Invest in Bitcoin Today
For those ready to participate, here are four accessible and strategic methods to gain exposure to bitcoin.
1. Centralized Exchanges
Centralized exchanges offer one of the most straightforward entry points for new investors. Platforms like Coinbase, Kraken, and Gemini allow users to buy, sell, and store bitcoin with ease. Even traditional brokerages such as Fidelity, Robinhood, and Interactive Brokers now support direct bitcoin purchases.
A major advantage? You don’t need to buy a whole bitcoin. Fractional shares let you invest as little as $10, making it accessible regardless of budget.
However, not all brokerages support crypto trading — firms like Charles Schwab and E*TRADE currently do not offer this feature.
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2. Decentralized Exchanges (DEXs)
For investors prioritizing control and privacy, decentralized exchanges (DEXs) provide peer-to-peer trading without intermediaries. Unlike centralized platforms, DEXs don’t hold your funds — you maintain full ownership through self-custody wallets.
While this aligns with bitcoin’s original ethos of financial sovereignty, DEXs come with trade-offs:
- No direct fiat-to-crypto on-ramps
- Steeper learning curve
- Complex fee structures
They’re better suited for experienced users who understand blockchain mechanics and wallet security.
3. Bitcoin ETFs
The launch of spot bitcoin ETFs in January 2024 was a watershed moment for mainstream adoption. These funds trade on regulated stock exchanges and track the real-time price of bitcoin without requiring investors to manage private keys or wallets.
Popular options include:
- iShares Bitcoin Trust (IBIT) – BlackRock’s entry into the space
- Fidelity Wise Origin Bitcoin Fund (FBTC)
- Grayscale Bitcoin Trust (GBTC)
- ProShares Bitcoin ETF (BITO) – a futures-based ETF
Cannon recommends ETFs for beginners: “It’s just like if they bought a stock.” However, note that futures-based ETFs like BITO may deviate from spot prices due to contract rollover risks and volatility.
4. Bitcoin-Adjacent Companies
Another indirect way to gain exposure is by investing in companies that hold bitcoin on their balance sheets or support the ecosystem.
Notable examples include:
- MicroStrategy (MSTR) – holds over 200,000 BTC as corporate treasury reserves
- Semler Scientific (SMLR) – a healthcare tech firm with significant BTC holdings
- Metaplanet (MTPLF) – a Japanese firm aggressively accumulating bitcoin
Additionally, bitcoin mining stocks like Riot Platforms (RIOT) and Mara Holdings (MARA) offer leveraged exposure. These companies operate large-scale data centers that validate transactions and earn bitcoin rewards — profits rise when bitcoin does.
Frequently Asked Questions (FAQ)
Q: Is buying bitcoin at $100,000 a bad idea?
A: Not necessarily. While the price is high historically, many experts believe widespread adoption is still years away. Dollar-cost averaging can reduce timing risk.
Q: Can I buy less than one bitcoin?
A: Yes. Most platforms allow fractional purchases, so you can invest any amount you’re comfortable with.
Q: Are bitcoin ETFs safe?
A: Spot ETFs from major firms like BlackRock and Fidelity are regulated and use secure custodians, making them among the safest ways to invest.
Q: What’s the difference between a spot ETF and a futures ETF?
A: A spot ETF holds actual bitcoin; a futures ETF holds derivative contracts. Spot ETFs track price more closely and are generally preferred.
Q: Should I hold bitcoin on an exchange or in a wallet?
A: For long-term holding, a private wallet (especially hardware) is safer. Exchanges are convenient but vulnerable to hacks.
Q: Could governments ban bitcoin?
A: While regulation is evolving, outright bans are unlikely in major economies due to growing institutional integration and economic benefits.
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Final Thoughts
The question isn’t whether it’s too late to buy bitcoin — it’s whether you’re positioned to benefit from its next phase of growth. With increasing institutional involvement, regulatory progress, and global interest, the foundation for broader adoption is being laid.
Whether through ETFs, direct purchases, or strategic stock investments, there are multiple pathways to participate — regardless of your experience level or capital size.
The key is to educate yourself, assess your risk tolerance, and act with intention. As history has shown, some of the best opportunities come not from perfect timing, but from being part of the trend early enough to matter.
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