Institutional accounts have already existed on Coinbase for a long time. Maybe the splash page is new?
They are getting lower latency, secure storage and new trading products -- only available to Institutions.
> Over the course of the year we intend to offer lending and margin financing products to qualified clients, high touch and low touch execution services like over-the-counter (OTC) trading and algorithmic orders, and new market data and research products
https://blog.coinbase.com/coinbase-institutional-deea317d23a...