Morgan Stanley plans to offer bitcoin and crypto transactions to e-trading customers

Bloomberg reports that the Wall Street giant is in the early stages of planning to add on-site Bitcoin and cryptocurrency trading capabilities to its Etrade Brokerage platform. The project aims to allow Etrade’s retail customers to buy and sell popular cryptocurrencies directly through their existing brokerage accounts.

Executives expect the initiative, launched sometime next year, will represent Morgan Stanley’s biggest driver to date, providing retail investors with bitcoin and crypto services. The bank is exploring partnerships with well-known companies to develop transaction infrastructure, although specific partners have not yet completed.

The move comes as the Trump administration’s more favorable regulatory stance on Bitcoin and cryptocurrencies encouraged major financial institutions to expand their products. Morgan Stanley has already offered Bitcoin ETFs, futures and options to its wealthy clients, but this will be its first crypto product for retail investors.

If launched, the service will allow Morgan Stanley to compete directly with crypto-local exchanges such as Coinbase and Kraken. Other traditional financial companies have taken similar moves – Charles Schwab has expressed interest in spot bitcoin and cryptocurrency trading, while SOFI is considering expanding its bitcoin and services.

As bitcoin transactions and spot bitcoin ETFs continue to attract massive inflows, the timing is increasingly consistent with institutional adoption of bitcoin and cryptocurrencies. Morgan Stanley’s E* trading platform can provide access to retail investors looking to acquire direct bitcoin through regulated financial institutions.