The noise is getting louder—Wall Street, public companies, and even governments are entering Bitcoin. But if you want to truly own Bitcoin, the first step isn’t exposure. It’s self-custody.

There’s a lot of buzz in the air.

Bitcoin is back in headlines—again. Wall Street is buying. Publicly traded companies are holding. Nation-states are stacking. ETFs are pumping. Everyone, it seems, wants "exposure" to Bitcoin.

But amidst all the noise, it’s easy to miss the signal.

That signal is self-custody.

Let me be blunt: if you don’t hold the keys, you don’t hold Bitcoin.

Self-Custody Now

Exposure ≠ Ownership

"Exposure" is the new buzzword that financial institutions and legacy media are clinging to. It’s vague enough to sound appealing and sophisticated. And yes, on some level, it’s good to see Bitcoin being taken seriously by institutions that once mocked it. It lends credibility. It brings liquidity. It signals mainstream acceptance.

But if you’re here for the revolution—not the rerun—you need to look deeper.

Owning shares in a Bitcoin ETF, or having indirect exposure through a company’s treasury, is not the same as owning Bitcoin. Not even close. You’re just watching someone else hold the asset while you sit in the peanut gallery.

Bitcoin wasn’t created so BlackRock could rent it to you.

It was created so you could opt out.

To be clear—I own both the BlackRock and Ark Invest spot Bitcoin ETFs in custodial and retirement accounts respectively. There is a time and a place to have Bitcoin exposure. My self-custody Bitcoin is simply the top of the funnel and Bitcoin exposure comes later in long term focused brokerage accounts where it makes sense.

Check out my Bitcoin 101 guide that covers owning Bitcoin outright and getting exposure. It’s a great resource for any level of bitcoiner:

Get the Guide

The Original Vision Was About Opting Out

When Bitcoin was first introduced, it wasn’t aimed at Wall Street or big institutions—it was aimed at anyone seeking an alternative to a financial system that often felt out of reach or unaccountable. The idea was simple but profound: a form of money that you could own and transfer without needing a bank, a broker, or anyone’s permission.

Fast forward to today, and we’re seeing some of the most powerful financial institutions and public companies recognizing the value of that idea. They’re investing in Bitcoin, building financial products around it, and treating it as a legitimate store of value.

That’s not a betrayal of Bitcoin’s purpose—it’s a validation of it.

But here’s the key: Bitcoin’s power doesn’t come from institutional recognition. It comes from individual ownership. Wall Street is catching on to Bitcoin because it’s strong, resilient, and fundamentally sound. And while their participation might expand access and increase visibility, it doesn’t replace the core reason Bitcoin was created in the first place: to give individuals full control over their own money.

So as institutions enter the space, celebrate the progress—but don’t forget the foundation. Bitcoin is for everyone, not just the financial elite. And the most meaningful way to participate in this movement is still the most personal:

Take custody. Hold your own keys. Own it directly.

Self-Custody Is the Foundation

If you’re new to Bitcoin and wondering what the "right" way is to get started, here it is: