E*TRADE, the retail brokerage owned by Morgan Stanley, has started offering spot cryptocurrency trading to eligible clients. The move, announced July 16, lets users buy, sell and hold Bitcoin, Ether and Solana directly in their brokerage accounts.
The service runs on infrastructure from Zero Hash, a crypto platform that handles custody and execution. Zero Hash already powers trading for other fintech firms, but this is its biggest mainstream broker partner to date. E*TRADE did not disclose which US states are included in the rollout or provide a fee schedule.
The launch marks a significant step for a traditional Wall Street giant. Morgan Stanley first offered its wealth management clients access to Bitcoin funds in 2021, but E*TRADE had stayed on the sidelines. Now the brokerage joins Charles Schwab and Fidelity in offering direct crypto exposure to retail traders – though Schwab has focused on crypto-linked ETFs rather than spot coins.
For retail investors, the addition means they can hold BTC, ETH and SOL alongside stocks and ETFs in one account. The three tokens represent the largest cryptocurrencies by market cap, though Solana is a more volatile, higher-growth bet compared to Bitcoin and Ether. E*TRADE’s parent company also holds a stake in Coinbase, a rival exchange, adding an extra layer to the competitive landscape.
The immediate impact on trading volumes is unclear. E*TRADE’s customer base is large, but crypto-native traders already have a wealth of exchanges. The real test will be whether existing brokerage customers who have never bought crypto start using the feature – or whether it simply shifts volume from other platforms.
What to watch: E*TRADE has not said whether it will add more tokens or allow crypto deposits and withdrawals. For now, the service is a walled garden: clients can only buy and sell inside their brokerage account. Any expansion could indicator a broader push by Morgan Stanley to integrate crypto across its entire franchise.
E*TRADE adds direct Bitcoin, Ether and Solana trading, expanding retail access
Morgan Stanley-owned brokerage E*TRADE now lets eligible clients buy, sell and hold Bitcoin, Ether and Solana directly in their brokerage accounts alongside stocks and ETFs. The launch gives retail investors access to direct trading in Bitcoin, Ether and Solana through a major traditional Wall Street firm, although E*TRADE has not said which US states are included or what fees it will charge.