Following its successful Bitcoin ETF launch, BlackRock, the world’s largest asset manager, is now eyeing Saudi Arabia.

The company aims to expand its presence in the kingdom’s financial sector.

According to Bloomberg, BlackRock’s CEO, Larry Fink, frequently visits Riyadh and has engaged directly with Crown Prince Mohammed bin Salman. The firm was the first major global investment manager to open an office in Riyadh, emphasizing its commitment to the Saudi market.

This strategic move places BlackRock in a prime position to access the state-owned Public Investment Fund (PIF), which controls approximately $925 billion.

“The Middle East is an important market for BlackRock, both in terms of the investment opportunity for our clients, and for the continued growth of our international business. We have long-­standing client relationships in Kuwait, Qatar, Saudi Arabia and the UAE,” a BlackRock spokesperson said.

Read more: Crypto Hedge Funds: What Are They and How Do They Work?

Saudi Arabia presents a complex blend of opportunities and challenges. The kingdom is actively diversifying its economy beyond its traditional oil base. This shift is part of Crown Prince Mohammed’s vision to modernize the economy, making Saudi Arabia an attractive market for foreign investors.

However, investing in Saudi Arabia comes with its set of controversies. The kingdom’s human rights issues and its reliance on oil raise concerns for investors focused on ethical and environmental factors.

Nonetheless, Fink advocates for “corporate engagement” to foster economic and societal changes within the country.

The investment appeal of Saudi Arabia is further complicated by its geopolitical situation. Known for its volatility, the region poses risks to market stability and investment returns. Despite these challenges, BlackRock’s strategy of engaging directly with regional leaders and establishing a local presence aims to mitigate such risks.

Globally, BlackRock continues to innovate, as demonstrated by the launch of its iShares Bitcoin Trust. This development marks a strategic diversification for the company.

Launched in January, the IBIT has quickly attracted $15.3 billion in inflows. This move also demonstrates BlackRock’s agility in seizing timely market opportunities.

Read more: How To Trade a Bitcoin ETF: A Step-by-Step Approach

Despite the enthusiasm for Bitcoin ETFs, the market has experienced fluctuations. For example, the overall net inflow into spot Bitcoin ETFs has recently faced challenges, with BlackRock recording less than $100 million in inflows this week.

This aligns with the broader crypto market struggle, as the price of Bitcoin is down nearly 15% from its all-time highs.

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