NEW YORK – July 16, 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 platform1in 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.2
• 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:
o Ticker Tape — keeps popular indices visible at all times.
o Order Tools — new columns provide more granular control and let traders place new orders directly from the history view.
o Updated News Experience — more comprehensive news allowing traders to read full articles without leaving the platform.
o Dynamic Sorting — columns sort as the market updates.
o New views — including a higher-contrast Midnight theme and the ability to increase font boldness across the platform.
“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,” said Chad Turner, Head of Morgan Stanley Wealth Management Platforms. “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 trust3. 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.
“Our clients’ needs are evolving, and they want to invest, trade, bank, and plan for the future all in one place,” said Matt Jones, Head of E*TRADE from Morgan Stanley. “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.”
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To learn more about crypto spot trading, visit etrade.com/crypto and watch the newest ad in the “More to Love” campaign here.
E*TRADE from Morgan Stanley’s mission is to enhance the financial independence of traders and investors through a powerful digital offering and education.
1. In the StockBrokers.com 2026 Annual Awards, E*TRADE was named #1 Active Trading Web Platform and for Passive Investors. Read the StockBrokers.com 2026 Annual Awards announcement
2. Digital asset services will transition to Morgan Stanley’s national trust bank, Morgan Stanley Digital Trust, National Association, In Organization.
3. This wave of the survey was conducted from April 1 to April 20 of 2026 among an online US sample of 940 self-directed investors, investors who fully delegate investment account management to financial professionals, and investors who utilize both. It was fielded and administered by Dynata.
| When it comes to trading digital assets like cryptocurrency, which factors are most important to you when selecting a platform? [Rank #1/2] |
| An established company I can trust | 32% |
| The ability to see my digital asset investments alongside my traditional investments | 26% |
| Low / no transaction fees | 25% |
| Cryptocurrency pricing | 23% |
| Great customer service | 22% |
| User interface / an easy-to-use platform | 16% |
| Not applicable: I do not invest / plan to invest in digital assets | 28% |
