Morgan Stanley launches Bitcoin, Ethereum and Solana trading on E*Trade — a turning point for crypto adoption
Morgan Stanley has crossed a new threshold in cryptocurrency adoption. The American bank has just activated spot trading for Bitcoin (BTC), Ethereum (ETH) and Solana (SOL) on its E*Trade platform, opening access to digital assets for millions of retail investors. This decision marks a decisive turning point in the convergence between traditional finance and crypto.
Strategic partnership with Zero Hash
Launched this July 19, 2026, the new feature allows eligible E*Trade clients to buy, sell and hold Bitcoin, Ethereum and Solana directly from their existing account. The technical infrastructure is provided by Zero Hash, a Chicago-based digital asset infrastructure provider, which acts as custody and execution partner.
“Our clients’ needs are evolving, and they want to invest, trade, manage their accounts and plan their future in one place,” said Matt Jones, head of E*Trade, in a statement. “Whether it’s buying their first stock, exploring crypto, participating in an IPO or planning for retirement, our mission is to meet them where they are — with the trust and credibility that comes from being part of Morgan Stanley.”
This integration is not limited to crypto trading: it is part of a broader overhaul of the E*Trade platform, which now includes retirement planning tools, fractional share trading, a modernized IPO center, and new features for active traders.
Wall Street fully embraces crypto
This announcement is not a first for Morgan Stanley. The bank has been multiplying crypto initiatives since the beginning of 2026. In May, it had already filed applications with the SEC to launch spot ETFs on Bitcoin, Ethereum and Solana, following the trend started by BlackRock and Fidelity.
But the launch on E*Trade is potentially far more impactful in the short term. With over 5 million active accounts on its online brokerage platform, Morgan Stanley provides a massive entry point for retail investors who have not yet dared to take the step toward specialized exchanges.
“With the deployment of crypto trading on E*Trade, we are advancing our digital asset strategy and bringing new capabilities to our clients in an integrated manner,” added Chad Turner, head of Wealth Management platforms at Morgan Stanley.
A strong signal for the entire market
Morgan Stanley’s entry into the retail crypto trading market is not an isolated event. It is part of an unprecedented wave of institutional adoption that is transforming the digital asset landscape.
On the same day, Citadel Securities announced a $400 million investment in Crypto.com, valuing the platform at $20 billion. This is a first institutional fundraising for the exchange, symbolizing the accelerating rapprochement between traditional finance and the crypto ecosystem.
“The size of the opportunity before us is staggering, as crypto increasingly becomes the infrastructure of finance,” commented Kris Marszalek, CEO of Crypto.com. “We are entering a new era of institutionalization.”
For his part, Jim Esposito, president of Citadel Securities, described “an exciting evolution” represented by “the convergence of traditional financial markets and digital asset infrastructure.”
Why this matters for investors
The arrival of crypto trading on E*Trade changes the game in several respects:
- Accessibility: millions of Americans can now buy Bitcoin, Ethereum and Solana from their existing brokerage account, without having to create an account on a dedicated exchange.
- Trust: the Morgan Stanley stamp reassures investors traditionally reluctant toward native crypto platforms.
- Integration: crypto becomes an asset class like any other, alongside stocks, bonds or ETFs, in a diversified portfolio.
Regulatory signal: a systemically important bank like Morgan Stanley would not have taken this risk without sufficient...
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