Morgan Stanley’s E-Trade, managing over $1.5 trillion in assets, is reportedly exploring the possibility of adding cryptocurrency and crypto trading to its platform. According to The Information and PANews, this move is driven by optimism surrounding a more favorable regulatory environment under the incoming Donald Trump administration. If implemented, E-Trade could become of the largest traditional financial institutions to offer crypto trading, setting the stage to compete directly with established players like Coinbase.
Competing in a Growing Market
Morgan Stanley’s E-Trade’s entry into cryptocurrency would allow Morgan Stanley to position itself among the growing list of mainstream financial companies embracing digital assets.
Competitors like Robinhood, PayPal, and Fidelity have already ventured into the crypto space, that offer trading or custody services for cryptocurrencies. Robinhood, for instance, has gained popularity among retail investors. With its crypto trading volumes contribute significantly to its revenue.
Similarly, PayPal has enabled millions of users to buy, sell, and hold cryptocurrencies, driving engagement and diversifying its service offerings. Fidelity, known for its institutional focus, launched its digital asset services in 2018, gaining attention among large investors.
A Strategic Shift
If Morgan Stanley’s E-Trade enters the market as the sources have stated , it could shake up the competitive landscape by leveraging its client base and infrastructure. This move also indicates the growing acceptance of cryptocurrencies within traditional financial institutions. As regulatory clarity improves with upcoming Trump administration, the integration of digital assets into mainstream finance is likely to boom, making 2025 a crucial year for crypto adoption throughout the globe.
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