Morgan Stanley to Launch Bitcoin, Ethereum, Solana Trading on ETrade in 2026

Morgan Stanley plans to introduce cryptocurrency trading on its ETrade platform starting in the first half of 2026, partnering with digital asset infrastructure provider Zerohash to support the service. Clients will gain access to Bitcoin, Ethereum, and Solana at launch, allowing direct ownership of these assets through the brokerage. A spokesperson confirmed the details, highlighting the firm's commitment to integrating digital assets into mainstream wealth management. This step positions ETrade as a key gateway for retail investors seeking exposure to the growing crypto sector.

Jed Finn, head of wealth management at Morgan Stanley, shared in a recent memo that preparations are advancing steadily for the rollout. The partnership with Zerohash includes liquidity, custody, and settlement functions, ensuring secure handling of trades. Morgan Stanley has also invested in the startup, signaling long-term confidence in its technology. Beyond trading, the firm is developing a digital wallet to serve as a custodian for clients' holdings, which could streamline asset management across traditional and crypto portfolios.

Wall Street Embraces Digital Assets Amid Regulatory Shifts

The crypto market has evolved dramatically over the past decade, transforming from a speculative corner of finance into a multitrillion-dollar ecosystem that attracts institutional players. Today, the total market stands at approximately $3.9 trillion, with Bitcoin dominating at $2.25 trillion and Ethereum contributing around $506 billion. This growth reflects broader adoption by banks, asset managers, and individual investors who view digital assets as viable portfolio components. Wall Street's increasing involvement underscores the sector's maturation, driven by technological advancements and clearer pathways for integration.

A supportive regulatory environment under the Trump administration has accelerated this trend, easing concerns that once deterred major firms from deeper engagement. Brokerages now see crypto as a lucrative opportunity to meet client demand for diversified investments. For instance, ETrade's rival Robinhood already provides trading in numerous tokens, catering to a broad user base eager for quick access. Charles Schwab, another competitor, plans to offer spot crypto trading within a year as well.

Morgan Stanley's move builds on its earlier forays into crypto, such as Bitcoin funds offered four years ago through partners like Galaxy Digital. Those initiatives targeted high-net-worth clients, but the upcoming ETrade service aims to offer access for everyday traders. Finn emphasized that crypto trading represents just the beginning, with tokenization of assets like stocks and bonds on the horizon. This could enable faster settlements and interest accrual on holdings, potentially reshaping how wealth is managed in the digital age.

Goldman Sachs has similarly explored Bitcoin funds, yet Morgan Stanley's direct trading approach sets it apart by minimizing intermediary fees. The firm's wealth management division, which generated nearly half of its revenue last year, stands to benefit most from this expansion. As clients increasingly blend traditional securities with digital ones, platforms like ETrade must adapt to remain competitive. Zerohash's role ensures compliance and efficiency, allowing Morgan Stanley to focus on client experience.

Looking ahead, the launch could draw millions of ETrade users into crypto, further solidifying its place in personal finance. With Bitcoin's established dominance and Ethereum's smart contract capabilities, plus Solana's speed for decentralized apps, the initial offerings cover core market segments. Investors may appreciate the seamless integration within a trusted brokerage, avoiding the need for separate exchanges. This development highlights how established institutions are bridging old and new worlds of investing, fostering a more inclusive financial landscape.