Morgan Stanley Expands Retail Crypto Access Through E*TRADE Rollout

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E*TRADE from Morgan Stanley (NYSE: $MS) has completed the rollout of crypto spot trading, giving eligible clients access to Bitcoin (CRYPTO: $BTC), Ethereum (CRYPTO: $ETH) and Solana (CRYPTO: $SOL) without leaving the brokerage platform.

The service lets users buy, sell and hold the three assets through a linked zerohash account, with digital asset positions displayed alongside stocks and other traditional investments. Trading is priced at 50 basis points, while transfer functionality is expected later this year.

Crypto trading is powered by zerohash through a separate non-brokerage account, with the firm handling execution and custody. Digital asset holdings are not covered by FDIC insurance or the Securities Investor Protection Corporation.

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The launch gives Morgan Stanley a wider entry point into retail crypto without requiring E*TRADE to build the trading and custody stack internally. zerohash already provides embedded digital asset infrastructure to brokerages, fintech platforms and wealth products.

"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," said Chad Turner, head of Morgan Stanley Wealth Management Platforms.

Morgan Stanley's latest investor survey found that 32% of respondents ranked an established company they could trust among the most important factors when selecting a crypto platform. Another 26% pointed to the ability to view digital assets alongside traditional investments, directly matching the way E*TRADE has positioned the service.

Digital asset services are expected to transition to Morgan Stanley Digital Trust, National Association, a national trust bank currently in organization. That creates a path for more of the crypto infrastructure to move under Morgan Stanley's regulated umbrella after the initial zerohash-led rollout.

The crypto launch forms part of a wider E*TRADE platform upgrade that also includes fractional share trading, an expanded IPO center and new tools for active investors. By placing digital assets alongside equities and other traditional investments, Morgan Stanley is folding crypto into a familiar brokerage experience rather than treating it as a separate product.

Morgan Stanley (NYSE: MS) stock is currently trading at $220.66 U.S. per share.

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