Morgan Stanley's E*TRADE has started offering spot crypto trading to eligible retail clients. The service, live this week, lets users buy, sell, and hold Bitcoin, Ether, and Solana directly from their brokerage accounts. It's enabled through a partnership with Zero Hash, a crypto infrastructure provider that handles custody, execution, and settlement on the back end.
What the service includes
Clients can trade three cryptocurrencies — Bitcoin, Ether, and Solana — without leaving the E*TRADE interface. There's no separate wallet or exchange account required. Zero Hash provides the underlying rails, meaning E*TRADE doesn't have to build its own custody or trading engine. The service is available to eligible retail clients, though the company hasn't detailed specific eligibility criteria beyond standard account requirements.
E*TRADE is one of the largest retail brokerages in the US, with millions of accounts. Adding spot crypto brings digital assets to a mainstream audience that might have been hesitant to sign up for a dedicated crypto exchange. It's a big step for traditional finance adoption — and a direct challenge to platforms like Coinbase and Robinhood, which already offer similar services. The timing also aligns with a broader push by Wall Street firms to offer crypto exposure without forcing clients to leave their primary brokerage.
The regulatory backdrop
The launch comes as US regulators continue to shape rules around digital assets. E*TRADE, as a unit of Morgan Stanley, operates under existing securities regulations and likely worked closely with compliance teams to get this live. Zero Hash is a regulated money services business and holds relevant licenses, which helps smooth the path. The service is limited to eligible retail clients, suggesting KYC and AML checks are in place. No word yet on whether institutional clients will get access.
E*TRADE hasn't announced plans to add more coins or expand to other regions. The partnership with Zero Hash could allow for future additions — the infrastructure provider supports a range of assets beyond the three launched. For now, the focus is on getting the initial rollout right. The move puts pressure on other traditional brokerages to follow suit, especially those that have been watching from the sidelines. Whether E*TRADE will eventually offer staking or yield products remains an open question.
