%201.webp)
E*TRADE has completed the rollout of spot cryptocurrency trading on its platform, giving eligible clients access to Bitcoin, Ethereum and Solana.
The move advances Morgan Stanley's effort to broaden E*TRADE's offerings for self-directed investors by adding digital assets alongside recent updates to retirement planning, IPO access, and active trading tools.
Clients can buy, sell, and hold the three cryptocurrencies through a linked account with the digital asset infrastructure provider zerohash. Users can view their crypto holdings alongside traditional investments, with pricing set at 50 basis points.
The launch marks a notable step for a large Wall Street wealth manager in bringing spot crypto trading into a mainstream retail brokerage environment. It also reflects continued demand from investors who want digital assets available through the same interface they use for shares, funds and other products.
Morgan Stanley cited survey findings showing that trust in the provider was the most important factor for investors choosing a crypto trading platform. In a survey of 940 US investors, 32% ranked an established company they could trust among their top considerations, ahead of the ability to view digital assets alongside traditional investments (26%) and low or no transaction fees (25%).
Broader platform push
The crypto launch is part of a wider refresh of the E*TRADE platform. Morgan Stanley has also introduced a guided retirement planning experience with customisable allocations, savings and spending assumptions, and estimators based on the bank's Goals Planning System.
Fractional share trading is now available across all E*TRADE platforms, expanding access for investors who want to buy portions of higher-priced stocks rather than whole shares. The brokerage has also updated its IPO Centre with a revised interface and additional educational material to help clients assess new listings.
For more active traders, the firm has made several changes to the Power E*TRADE Pro desktop platform. These include a ticker tape showing popular indices, added order-history columns to give users more control over trade placement, an updated news display that lets users read full articles without leaving the platform, dynamic column sorting as market prices change, and new display options including a higher-contrast Midnight theme and bolder fonts.
Transfer functionality for digital assets is expected to be added later this year. Digital asset services will also move to Morgan Stanley's national trust bank for digital assets.
Integrated investing
The addition of crypto trading comes as established financial groups continue to test how far to integrate digital assets into retail and wealth management offerings. Several major institutions have expanded access through exchange-traded products, research coverage or limited trading links, but direct spot trading inside a retail brokerage remains a closely watched development.
For Morgan Stanley, E*TRADE plays an important role in the broader wealth management business by serving a wide range of clients, from first-time investors to more experienced traders. The latest additions suggest the bank is positioning the platform as a single destination for trading, investing, banking and financial planning.
Chad Turner, Head of Morgan Stanley Wealth Management Platforms, described the crypto rollout as part of a broader expansion of the brokerage's product offering.
"It's an exciting time for E*TRADE clients with all we are delivering to enhance our product offering and turbocharge the client experience. With the rollout of crypto trading on E*TRADE, we're advancing our digital assets strategy and bringing new capabilities to clients in an integrated way," Turner said.
"E*TRADE has a long tradition of delivering powerful tools and innovative investment offerings that put clients in control of their financial lives," he added.
Matt Jones, Head of E*TRADE from Morgan Stanley, said customer expectations were shifting towards platforms that combine several financial functions in one place.
"Our clients' needs are evolving, and they want to invest, trade, bank, and plan for the future all in one place," Jones said.
"Whether they're buying their first share, exploring crypto, participating in an IPO, or planning for retirement, our job is to meet them where they are - with the confidence and trust that comes from being part of Morgan Stanley."