Bloomberg reports that the Wall Street giant is in the early stages of its plans to add spot Bitcoin and crypto trading capabilities to the Ettrade Securities platform. The purpose of this project is to enable Etrade retail clients to buy and sell popular crypto directly through existing securities accounts.
The initiative, which management expects to launch within the next year, will represent Morgan Stanley’s biggest driving force, providing Bitcoin and crypto services to retail investors. Although the banks have not yet established a specific partner, they are seeking partnerships with established companies to develop trading infrastructure.
The move comes as the Trump administration’s more favorable regulatory stance on Bitcoin and crypto encourages major financial institutions to expand their offerings. Morgan Stanley already offers Bitcoin ETFs, futures and options to wealthy clients, but this is the first crypto product aimed at retail investors.
If launched, the service will allow Morgan Stanley to compete directly with encryption and native interactions such as Coinbase and Kraken. Other traditional finance companies are doing the same thing. Charles Schwab has expressed interest in spot Bitcoin and crypto trading, but Sophie is considering expanding Bitcoin and services.
Timing coincides with an increase in institutional adoption of Bitcoin and crypto as Bitcoin exceeds $96,000 and spot Bitcoin ETFs continue to attract significant influxes. Morgan Stanley’s E*Trade Platform can provide accessible on-ramps for retail investors looking to gain direct Bitcoin exposure through regulated financial institutions.
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