Day by day there are new big players starting to hold BTC, and this affects the behavior of providers. Security, more specifically, cybersecurity became the number-one demand for the institutional clientele. Many companies had recognized this in the industry, so now we have multiple choices for security, based on our wishes. Hardware-level custody is available, as offline, cold storage too, next to the multi-signature protocols.
There are new, crypto-specific services, for example, storing the different assets in separated wallets. The bigger investors only invest. They do not spend, trade, or have to do daily transacting. They will do the same with their crypto assets as well so they demand secure storing / custody.