E*TRADE from Morgan Stanley Completes Rollout of Crypto Spot Trading

Jul. 17, 2026

E*TRADE from Morgan Stanley today announced the rollout of spot trading in digital assets, giving eligible clients the ability to buy, sell, and hold Bitcoin, Ethereum, and Solana directly on E*TRADE’s award-winning platform1 in partnership with zerohash, a leading digital asset infrastructure provider.

The launch comes on the heels of several platform enhancements for investors at every stage of their financial journey, from those just starting out, to active traders, to those saving for the long-term.

What’s new on E*TRADE

Crypto spot trading rollout. Eligible clients can now buy, sell, and hold Bitcoin, Ethereum, and Solana in a linked zerohash account at a competitive price of 50 bps and the ability to view their digital assets alongside their traditional investments. Transfer functionality is expected to launch later this year.

New Guided Retirement Planning experience. With customizable allocations, savings and spending assumptions, and built-in estimators powered by Morgan Stanley’s Goals Planning System, the robust experience puts investors firmly in the driver’s seat as they plan for what’s next.

Fractional share trading. Clients can trade fractional shares on E*TRADE available across all E*TRADE platforms.

Updated IPO Center. A modernized and streamlined IPO experience, with additional IPO education to help clients evaluate new offerings.

Power E*TRADE Pro enhancements. A series of updates for active traders on E*TRADE’s desktop platform, including:

• Ticker Tape — keeps popular indices visible at all times.
• Order Tools — new columns provide more granular control and let traders place new orders directly from the history view.
• Updated News Experience — more comprehensive news allowing traders to read full articles without leaving the platform.
• Dynamic Sorting — columns sort as the market updates.
• New views — including a higher-contrast Midnight theme and the ability to increase font boldness across the platform.

Chad Turner, Head of Morgan Stanley Wealth Management Platforms said:

"It’s an exciting time for E*TRADE clients with all we are delivering to enhance our product offering and turbocharge the client experience. With the rollout of crypto trading on E*TRADE we’re advancing our digital assets strategy and bringing new capabilities to clients in an integrated way. E*TRADE has a long tradition of delivering powerful tools and innovative investment offerings that put clients in control of their financial lives."

 

According to Morgan Stanley Wealth Management’s most recent Pulse Survey, when asked what matters most when choosing a platform to trade crypto, the top response among investors was an established company they can trust. With E*TRADE playing a critical role in the Morgan Stanley Wealth Management ecosystem, clients benefit from innovative digital tools paired with world-class research and insights from Morgan Stanley thought leaders.

Matt Jones, Head of E*TRADE from Morgan Stanley said:

"Our clients’ needs are evolving, and they want to invest, trade, bank, and plan for the future all in one place. Whether they’re buying their first share, exploring crypto, participating in an IPO, or planning for retirement, our job is to meet them where they are — with the confidence and trust that comes from being part of Morgan Stanley."

 

Juliana Cobb, Chief Creative Officer, 72andSunny New York said: 

“E*TRADE is an innovator who’s always been at the forefront of modern trading, so what better way to show the latest evolution – hello, crypto! - than to go back to the beginning?”

 

Nathan Price, Park Pictures director said: 

"It's a film about the underdogs of history who had the temerity to embrace the new. A goat herder, a princeling on the make, cash mad pirates, a Reagan-era PC day trader. We wanted you to feel their vividness — the character actors, the richness of costume and place, and a camera hungry for their energy, hungry for life."

 

Andrea Zaretsky, Chief Marketing Officer, Morgan Stanley Wealth Management and E*TRADE said:

“What’s Next” dives into E*TRADE’s next frontier—crypto. The launch is a perfect example of what we want to convey in our More to Love campaign. Clients now have a seamless, integrated experience, through the award-winning E*TRADE platform, with the confidence and trust that comes from being a part of Morgan Stanley. With this campaign, we’re shining a light on how we meet investors at every step of their financial journey—whether they’re just starting out, experienced active traders, or planning for retirement.”