Morgan Stanley Adds Crypto Trading to E*TRADE

Morgan Stanley to launch spot Bitcoin, Ethereum, and Solana trading on E*TRADE in 2026 via Zerohash partnership.

Morgan Stanley is expanding its digital asset operations and moving deeper into retail crypto trading.

The firm will allow E*TRADE clients to trade Bitcoin, Ethereum, and Solana directly within their brokerage accounts, marking a structural shift in its wealth management strategy.

Morgan Stanley Brings Bitcoin, ETH, SOL Trading to E*Trade

Morgan Stanley plans to roll out direct spot cryptocurrency trading for E*TRADE retail brokerage clients in the first half of 2026.

The initial offering will include Bitcoin (BTC), Ethereum (ETH), and Solana (SOL). Clients will be able to buy and sell these assets directly, rather than gaining exposure only through exchange-traded funds.

This development integrates crypto trading into existing brokerage infrastructure. Users will not need separate crypto-native platforms to execute trades.

The firm is partnering with Zerohash to manage custody, execution, and settlement, ensuring trades are processed within regulated financial systems.

The integration moves beyond previous limitations that restricted many retail investors to crypto-linked ETFs.

By enabling direct spot trading, Morgan Stanley is expanding how digital assets are accessed within traditional brokerage accounts.

Retail Strategy and Advisor Integration

Morgan Stanley is positioning cryptocurrency as a core component of its broader wealth management business.

The E*TRADE rollout extends access to millions of retail investors while aligning with advisor-supported investment strategies.

This structure allows financial advisors to integrate crypto exposure into diversified portfolios.

Earlier crypto access at the firm focused primarily on high-net-worth clients within private wealth channels. The 2026 launch broadens that access and embeds trading directly into retail brokerage services.

This marks a shift from limited exposure products toward direct asset ownership.

While other Wall Street institutions have expanded into digital assets, Morgan Stanley’s strategy centers on retail participation and advisor integration.

The approach blends traditional brokerage services with digital asset trading under one operational framework.

Related Reading: Goldman Sachs Reveals $2.3B Crypto Exposure via Spot ETFs

Broader 2026 Digital Asset Roadmap

Beyond spot trading, Morgan Stanley has outlined several additional digital asset initiatives for 2026.

The firm plans to introduce a proprietary digital wallet in the second half of the year. The wallet is expected to support cryptocurrencies as well as future tokenized assets.

In January 2026, Morgan Stanley filed registration statements with the U.S. Securities and Exchange Commission for a spot Bitcoin Trust and a Solana Trust.

These filings indicate continued expansion into regulated crypto investment products.

The firm is also exploring tokenization within private markets. Internal initiatives are assessing how tokenized equity structures could improve settlement processes and operational efficiency.

These projects form part of a broader effort to integrate blockchain-based assets into existing financial systems while maintaining regulatory alignment.