Morgan Stanley Launches Bitcoin, Ethereum, Solana Trading on E*Trade

Par DCN Editorial Team
Publié le 21 July 2026

Adoption

Morgan Stanley Launches Bitcoin, Ethereum and Solana Trading on E*Trade — A Turning Point for Crypto Adoption

Morgan Stanley, one of the world’s largest investment banks with over $1.2 trillion in assets under management, has officially launched spot trading of Bitcoin (BTC), Ethereum (ETH) and Solana (SOL) on its E*Trade platform. This decision marks a decisive turning point in institutional cryptocurrency adoption in the United States.

A Crypto Offering Directly Accessible to Retail Investors

E*Trade clients can now buy, sell and hold Bitcoin, Ethereum and Solana directly from their brokerage account, alongside their stocks, ETFs and other traditional assets. The integration is seamless: no separate wallet, no third-party platform, no complex transfer fees. Crypto is now an integral part of the trading experience offered by Morgan Stanley.

At the time of this announcement, Bitcoin was trading around $65,504 and Ethereum around $1,924, levels that reflect consolidation after the bullish moves seen in recent months. Solana, the third cryptocurrency offered, continues to benefit from a dynamic ecosystem driven by DeFi applications and memecoins.

Why Morgan Stanley Is Acting Now

Morgan Stanley’s entry into the crypto market via E*Trade comes as no surprise to seasoned observers. Several signals had hinted at this move over the past months:

• Client demand pressure: Internal surveys conducted by Morgan Stanley showed that a growing share of their retail clients already held cryptocurrencies through other platforms. By integrating native trading, the bank captures these flows and strengthens retention.
• Gradual regulatory clarity: Although the U.S. SEC remains active in its review of the sector, the approval of spot Bitcoin ETFs in January 2024 and spot Ethereum ETFs in July 2024 has created a more readable regulatory framework for traditional financial institutions.
• Competitive advantage: With competitors like Charles Schwab, Fidelity and Robinhood having already taken various positions on crypto, Morgan Stanley could no longer stay on the sidelines without losing significant market share.

E*Trade: A Massive Distribution Channel for Crypto

With more than 5 million active accounts and billions of dollars in daily transactions, E*Trade provides a considerable launchpad for the adoption of Bitcoin, Ethereum and Solana among the general public. The familiar interface of the online broker should significantly lower the barrier to entry for traditional investors who have so far hesitated to venture onto crypto-native platforms like Coinbase or Binance.

This integration also represents an implicit validation from a systemically important financial institution. When Morgan Stanley — financial advisor to governments, sovereign wealth funds and millions of Americans — offers an asset, that asset immediately gains legitimacy in the eyes of the public and financial advisors.

Implications for Bitcoin, Ethereum and Solana

Bitcoin (BTC): As a digital store of value and the most widely recognized asset, Bitcoin is the natural beneficiary of this expansion. Easier access via E*Trade could accelerate adoption among a population of investors who had not yet taken the plunge. At a price of $65,504, BTC continues to consolidate its position as digital gold.

Ethereum (ETH): At $1,924, Ethereum offers exposure both to monetary value and to the ecosystem of decentralized applications (DeFi, NFTs, tokenization). Morgan Stanley is betting on Ethereum’s technical maturity, reinforced by the transition to Proof-of-Stake and the massive increase in network throughput thanks to Layer 2 solutions.

Solana (SOL): The inclusion of Solana is particularly noteworthy. It signals that Morgan Stanley recognizes Solana’s technical relevance — its high transaction speed and low costs — as a complement to Bitcoin and Ethereum. SOL benefits from a very active developer community and growing adoption in the gaming and mainstream application space.

What This Means for the Crypto Ecosystem

Morgan Stanley’s entry via E*Trade is not an isolated event. It fits into a broader trend of...