Morgan Stanley announced plans to introduce spot cryptocurrency trading on its E*Trade platform in the first half of 2026, giving retail investors access to Bitcoin (BTC), Ether (ETH), and Solana (SOL). The service will be powered by a partnership with ZeroHash, which will handle trading infrastructure and custody.
Jed Finn, Morgan Stanley’s head of wealth management, described the rollout as the “first phase of a broader crypto strategy” that could eventually expand to include a full wallet solution. For now, the bank is starting with three of the largest cryptocurrencies by market cap.
The move puts Morgan Stanley in direct competition with retail-focused platforms like Robinhood. However, while Robinhood offers a broad range of altcoins, E*Trade’s narrower scope may appeal to more conservative investors. By integrating crypto directly into brokerage accounts, the bank is positioning digital assets alongside traditional holdings like stocks and bonds, a move that could add credibility and encourage adoption.
The launch also signals intensifying competition in the retail brokerage space. As more established financial players enter crypto, investors are likely to see expanded choices, better services, and potentially more competitive fee structures. With ZeroHash providing infrastructure support, Morgan Stanley’s entry could set a new benchmark for how traditional brokerages incorporate digital assets.
