Morgan Stanley Launches Crypto Trading on E*Trade with Competitive Pricing
May 6, 2026 — By Hannah Levitt, Bloomberg News
Morgan Stanley has officially entered the cryptocurrency trading arena by introducing crypto trading services on its E*Trade platform. The Wall Street banking giant is making a notable move by offering lower transaction fees than its major competitors, signaling a strategic push to attract more crypto investors.
Cheaper Fees to Lure Investors
Morgan Stanley is charging clients a transaction fee of 50 basis points (0.50%) on the dollar value of each cryptocurrency trade. This pricing undercuts major players in the U.S. crypto market such as Coinbase Global Inc., Robinhood Markets Inc., and Charles Schwab Corp., which typically charge higher fees for similar services.
This approach is aimed at appealing to cost-conscious investors who are looking for more affordable options to buy and sell digital assets. By offering a cheaper alternative, Morgan Stanley is positioning itself to capture a significant share of the growing retail crypto trading market.
Pilot Program and Rollout Plans
Currently, the crypto trading feature is in a pilot phase. However, Morgan Stanley plans to expand access to all 8.6 million E*Trade clients later this year, providing a wider range of investors the opportunity to participate in cryptocurrency markets through a trusted and well-established brokerage platform.
The move is part of Morgan Stanley’s broader strategy to diversify its offerings in financial technology and digital assets, responding to increasing client demand for access to cryptocurrencies.
Competition in the Crypto Brokerage Space
With Coinbase dominating the U.S. crypto exchange space, along with popular trading apps like Robinhood and established brokers like Charles Schwab, competition is fierce. Morgan Stanley’s decision to undercut rivals on price could shake up the market dynamics, potentially prompting competitor platforms to reevaluate their fee structures.
As cryptocurrencies continue to gain acceptance among traditional investors, Morgan Stanley’s foray into crypto trading may help bridge the gap between conventional finance and the evolving digital asset ecosystem.
Morgan Stanley’s announcement marks a significant milestone in the ongoing integration of cryptocurrencies into mainstream financial services, highlighting the increasing importance of digital assets in the portfolios of retail and institutional investors alike.