U.S.-based financial giant Morgan Stanley is preparing to offer cryptocurrency trading services through its retail investment platform E*TRADE.Although the project is still in the development phase, top executives are targeting a 2026 launch for the service.
With this move, the bank plans to provide spot trading of leading digital assets like Bitcoin and Ethereum directly to E*TRADE users.
Currently, Morgan Stanley only offers indirect access to crypto through products like crypto ETFs and futures, and only to high-net-worth clients.
Infrastructure Partnerships and Competitive Strategy
The new crypto service requires a robust technical infrastructure and collaboration with industry-experienced partners.Morgan Stanley is considering working with one or more leading crypto firms to build the cryptocurrency trading infrastructure.
According to internal sources, the bank has been regularly discussing these strategic plans since the end of 2023.
This initiative aims to strengthen E*TRADE's competitive position, particularly against platforms like Robinhood and Coinbase.
Offering direct crypto trading to retail investors could expand E*TRADE’s product offering and help grow its user base.
Morgan Stanley’s move also aligns with a more favorable regulatory environment toward crypto.
After the Trump administration returned, the SEC and the Department of Justice rolled back some enforcement actions, enabling traditional banks to take more definitive steps into the crypto market.
Competition in the Crypto Market Is Deepening
If E*TRADE users gain access to spot crypto trading next year, it could shift the balance in the industry.
This step shows that traditional financial institutions are now beginning to directly integrate crypto.
With this move, Morgan Stanley is not only expanding its digital asset strategy, but also strengthening its position in the retail investor market.
If the project is implemented, it is expected that cryptocurrencies will become more accessible through institutional channels in the U.S. financial market.
