Rumble’s Non-Custodial Bitcoin Wallet Takes Aim at Coinbase—Here’s Why It Matters

Rumble shakes up crypto’s status quo with a Q3 launch of its non-custodial Bitcoin wallet—directly challenging Coinbase’s dominance. No more ’trust us’ hand-waving—just private keys you actually control.

Why this stings: While legacy exchanges nickel-and-dime users with withdrawal fees, Rumble’s move could force the old guard to justify their custodial models. (Spoiler: They’ll cite ’security’ while quietly sweating over lost revenue streams.)

The bottom line? A self-custody surge is coming—and Wall Street’s favorite ’regulated’ gatekeepers might need a new narrative.

Rumble’s crypto embrace

Meanwhile, this initiative follows Rumble’s increasing presence in the digital asset space. Earlier this year, the company disclosed its first Bitcoin acquisition.

While the purchase amount wasn’t made public, Pavlovski suggested it marks the beginning of a longer-term crypto investment strategy.

In January, Rumble also secured a $775 million investment from Tether. The deal included the acquisition of more than 103 million Class A shares, giving Tether meaningful influence within the platform’s operations.

Despite these moves, Rumble’s stock has yet to reflect the Optimism surrounding its crypto pivot. Over the last 24 hours, its RUM shares edged up just 2.4% to $7.78, while the broader picture shows a more than 40% decline since the start of the year.

Still, with a crypto wallet rollout on the horizon, Rumble is betting big on blockchain to reshape how creators earn and interact with their audience.