Morgan Stanley, one of the world’s largest wealth management firms, is set to introduce cryptocurrency trading on its E*TRADE platform, significantly expanding access to digital assets for its 8.6 million retail clients. The integration positions the firm to compete directly with established crypto-native platforms like Coinbase, brokerage apps such as Robinhood, and even traditional rivals like Charles Schwab, with a focus on lower trading costs and competitive fee structures.
This strategic move reflects a broader Wall Street trend of embedding crypto services into traditional brokerage offerings, fueled by accelerating institutional adoption and growing client demand for digital asset exposure. The rollout underscores how mainstream financial institutions are increasingly treating cryptocurrencies as a standard asset class.
