Bitcoin has surged past $100,000 in 2024, smashing previous all-time highs and capturing global investor attention. With such explosive growth, many are asking: Is it too late to buy bitcoin? Conventional investing wisdom suggests buying low and selling high — so entering the market at record prices might seem counterintuitive. Yet, a growing number of financial experts argue that we're still in the early innings of bitcoin’s adoption curve, and the best returns could still lie ahead.
Samara Cohen, Chief Investment Officer of ETFs and Index Investments at BlackRock, recently emphasized this perspective, stating, “We believe it is the period leading up to large-scale adoption where the biggest future return potential could lie.” This sentiment is echoed by seasoned investors who see bitcoin not as a speculative fad, but as a transformative asset with long-term value.
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Why now might still be the right time to invest in bitcoin
Despite its eye-popping price, bitcoin remains in a relatively nascent stage of institutional and global acceptance. Financial advisor Robert Cannon of Experity Wealth compares today’s environment to the early days of the internet — a revolutionary technology whose full impact wasn’t immediately obvious.
“We're basically in the beginning, even though $100,000 seems like a high number,” Cannon told BI. He recommends allocating 1% to 10% of an investor’s portfolio to cryptocurrency, depending on risk tolerance and long-term financial goals.
One major catalyst driving renewed confidence is the increasing likelihood of national bitcoin reserves. There are growing discussions in policy circles — including in the U.S. — about establishing strategic bitcoin holdings to hedge against inflation and national debt. Meanwhile, countries like Argentina are exploring bitcoin as a tool to combat hyperinflation and currency devaluation.
Bill Miller IV, CIO at Miller Value Funds, refers to bitcoin as “digital gold” due to its fixed supply (capped at 21 million coins) and decentralized nature. Unlike fiat currencies, which central banks can print indefinitely, bitcoin offers scarcity — a quality that historically underpins valuable assets.
Of course, bitcoin is not without risk. Its price volatility can lead to sharp corrections, and regulatory uncertainty persists in some jurisdictions. However, with institutional adoption accelerating — from pension funds to Fortune 500 companies — bitcoin is increasingly being integrated into mainstream finance.
Four proven ways to invest in bitcoin today
Whether you're a first-time investor or looking to diversify your holdings, there are several accessible paths to gain exposure to bitcoin. Each method comes with its own trade-offs in terms of control, convenience, and security.
1. Centralized cryptocurrency exchanges
For most beginners, centralized exchanges offer the easiest entry point. Platforms like Coinbase, Kraken, and Gemini allow users to buy, sell, and store bitcoin using traditional fiat currencies (like USD). Even mainstream brokerages such as Fidelity, Robinhood, and Interactive Brokers now support direct bitcoin purchases.
These platforms also enable fractional investing, meaning you don’t need to buy a full bitcoin — you can start with as little as $10. This lowers the barrier to entry and allows for dollar-cost averaging over time.
However, not all brokerages support crypto trading. Firms like Charles Schwab and E*TRADE currently do not offer direct access to bitcoin.
2. Decentralized exchanges (DEXs)
Decentralized exchanges operate without a central intermediary, enabling peer-to-peer transactions through blockchain smart contracts. This model appeals to users who prioritize privacy and self-custody.
“If you own bitcoin on a centralized entity, you force someone else to buy it on your behalf, but you don't actually hold the bitcoin,” Miller explained.
While DEXs provide greater control over your assets, they come with steeper learning curves. They typically don’t support direct fiat-to-crypto purchases and often involve complex fee structures and wallet setup processes — making them less ideal for novice investors.
3. Bitcoin ETFs (Exchange-Traded Funds)
The approval of spot bitcoin ETFs in January 2024 marked a watershed moment for crypto investing. These funds trade on regulated stock exchanges and provide indirect exposure to bitcoin without requiring users to manage private keys or wallets.
Bitcoin ETFs like BlackRock’s iShares Bitcoin Trust (IBIT) and Fidelity Wise Origin Bitcoin Fund (FBTC) hold actual bitcoins in secure digital vaults managed by licensed custodians. Shares of these ETFs reflect the underlying value of the held assets, offering a familiar experience for traditional investors.
There are also futures-based bitcoin ETFs, such as ProShares’ BITO. However, these track bitcoin futures contracts rather than the spot price and may deviate from actual market performance due to contract roll costs and volatility.
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Cannon recommends ETFs as the ideal starting point for new crypto investors, noting: “It’s just like if they bought a stock.”
4. Bitcoin-adjacent companies
Another indirect way to gain exposure is by investing in companies that hold or mine bitcoin. Much like investing in gold-mining stocks instead of physical gold, this strategy allows participation in the ecosystem without holding the asset directly.
MicroStrategy (MSTR) is the most prominent example — the company has amassed over 200,000 bitcoins on its balance sheet. Other firms like Semler Scientific (SMLR) and Japan’s Metaplanet (MTPLF) are following suit.
Additionally, investors can consider bitcoin mining companies such as Riot Platforms (RIOT) and Mara Holdings (MARA). These firms operate large-scale data centers that validate transactions and earn newly minted bitcoins as rewards.
While this approach adds layers of corporate risk, it integrates seamlessly into traditional brokerage accounts and avoids the technical challenges of self-custody.
Frequently Asked Questions (FAQ)
Q: Can I still make money buying bitcoin at $100,000?
A: Yes — price alone isn’t a reliable indicator of future returns. Many experts believe widespread adoption is still years away, meaning significant upside remains possible.
Q: How much should I invest in bitcoin?
A: Most financial advisors recommend allocating 1% to 10% of your portfolio, depending on your risk tolerance and investment horizon.
Q: Are bitcoin ETFs safer than holding crypto directly?
A: ETFs reduce risks related to wallet security and private key management, making them safer for beginners — though they come with management fees.
Q: What’s the difference between a spot ETF and a futures ETF?
A: A spot ETF holds actual bitcoin and tracks its real-time price closely. A futures ETF uses derivatives contracts and may diverge from spot prices due to expiration dates and market speculation.
Q: Should I use a centralized or decentralized exchange?
A: Centralized exchanges are better for beginners due to ease of use and fiat integration. Decentralized exchanges suit advanced users seeking full control over their assets.
Q: Is now a good time to start investing in bitcoin?
A: While timing the market is difficult, dollar-cost averaging into bitcoin through ETFs or exchanges can help mitigate volatility risks over time.
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Final thoughts
The question isn’t whether bitcoin has already risen too much — it’s whether you believe in its long-term role as a store of value and financial innovation. With institutional backing growing, regulatory clarity improving, and global adoption expanding, many experts believe we’re still in the early stages of a major financial shift.
No investment is without risk, but for those willing to educate themselves and invest responsibly, bitcoin remains a compelling opportunity in 2025 — not despite its price, but because of what that price represents: increasing legitimacy and demand.
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