E*Trade Brings Crypto Trading to Retail Investors
Morgan Stanley’s E*Trade is planning to debut cryptocurrency trading in 2026, reflecting Wall Street’s increasing focus on retail digital assets. Beginning in the first half of next year, clients will be able to buy Bitcoin (BTC), Ether (ETH), and Solana (SOL) via Zerohash, a provider of digital asset infrastructure.
Morgan Stanley said it was excited to expand its digital offerings and give E*Trade customers regulated access to crypto assets.
Earlier reports from Bloomberg and Cointelegraph confirmed that E*Trade was working on partnerships to build a safe trading platform for retail cryptocurrency investors.
Zerohash Powers E*Trade’s Crypto Launch
Zerohash recently raised $104 million at a $1 billion valuation, with Morgan Stanley participating in the deal. The company provides blockchain-adopting institutions with crypto trading infrastructure, tokenization services, and stablecoin solutions.
Zerohash will develop a full wallet solution for E*Trade clients, allowing users to securely access digital assets.
Also Read : SEC Debuts New Guidelines for Rapid Review of Spot Crypto ETFs
Largest American Banking Institutions Embrace Crypto Exchanges
E*Trade will offer crypto trades, marking one of Morgan Stanley‘s first direct retail ventures into digital assets.
Since August 2024, eligible clients can receive pitches for spot Bitcoin ETFs from Morgan Stanley wealth advisers.
Ted Pick, CEO of Morgan Stanley, told the World Economic Forum in Davos that the bank is exploring transactional use of cryptocurrency.
In 2024, Andrew Peel, Head of Digital Asset Markets at Morgan Stanley, published a paper supporting stablecoins to strengthen the global influence of the US dollar. Peel’s perspective aligns with federal efforts towards crypto regulation.
Compared to other Wall Street institutions—JPMorgan, Bank of America, Citi, and Wells Fargo—which have considered joint stablecoin projects, Morgan Stanley is focused on providing retail access through E*Trade and compliant crypto offerings.
E*Trade vs Robinhood: Competitive Landscape
E*Trade will launch a retail crypto platform, positioning it against Robinhood which has been rapidly expanding in the space, including acquiring Bitstamp for $200 million.
Brokerage services converging with blockchain are driving competition among major firms and start-ups. Industry analysts note that many retail investors seek regulated ways to access digital assets, and acceptance of exchange-traded crypto products is growing.
