Coinbase really wants to attract institutional investors

Bitcoin course's graph is seen on the Coinbase cryptocurrency exchange app. Photo: Chesnot/Getty Images

Coinbase, which got its start as a digital wallet for Bitcoin, wants to send a strong message to institutional investors that it's open for their business with a slew of product announcements.

Why it matters: Almost a decade after Bitcoin first appeared, institutional investors are finally warming up to cryptocurrencies and looking to invest in the asset class.