Morgan Stanley's E*Trade is making a significant leap into the cryptocurrency market, signaling a major shift in traditional finance's approach to digital assets. This move reflects a growing trend among Wall Street giants to integrate crypto offerings, driven by evolving client demand and a more favorable regulatory landscape.
E*Trade Embraces Digital Assets
ETrade, a prominent discount brokerage under Morgan Stanley, is set to launch cryptocurrency trading in the first half of 2026. This initiative will enable its clients to buy and sell major digital assets like Bitcoin (BTC), Ether (ETH), and Solana (SOL). The expansion is facilitated by a strategic partnership with Zerohash, a digital asset infrastructure provider known for its robust solutions for financial institutions. Zerohash will develop a comprehensive wallet solution for ETrade's users, solidifying the infrastructure needed for this significant venture into the crypto space.
Morgan Stanley's Deepening Commitment to Crypto
This move by E*Trade is part of a larger trend seeing Wall Street increasingly engage with blockchain and digital assets. Morgan Stanley itself has been steadily expanding its footprint in this sector. Since August 2024, the bank has allowed its wealth advisors to actively promote spot Bitcoin exchange-traded funds (ETFs) to qualified clients. Furthermore, CEO Ted Pick has indicated the bank's exploration into the transactional aspects of cryptocurrencies. This growing interest is underscored by a more supportive regulatory environment, with recent legislation like the GENIUS Act providing a framework for stablecoin issuers, aligning with internal analyses suggesting stablecoins could reinforce the U.S. dollar's global standing.
