Fidelity Investments has launched a new company for its institutional clients that will trade and store digital assets such as bitcoin, the asset manager said on Monday. Fidelity Digital Asset Services LLC will electronically buy and sell cryptocurrencies on behalf of hedge funds, family offices and other financial institutions, it said.

It will source the assets from large over-the-counter crypto trading firms and hold them in custody in “cold storage,” a means of storing coins offline, it said.

The company will initially offer its services for the two largest cryptocurrencies, bitcoin and ether, but plans to broaden its roster of assets next year, it said.

Fidelity’s new company could play an important role in helping the marketplace for the new asset class mature, as it draws more interest from traditional financial institutions.

The lack of custody and other back office services by brand name financial companies has kept the lid on institutional investment in digital currencies.