Morgan Stanley, one of the world’s largest wealth management firms, is set to introduce cryptocurrency trading on its E*TRADE platform, expanding access to digital assets for its 8.6 million retail clients. The rollout positions the firm to compete more directly with established crypto and brokerage platforms such as Coinbase, Robinhood, and Charles Schwab, while aiming to differentiate through lower trading costs and competitive fee structures. The move reflects a broader Wall Street trend of integrating crypto services into traditional brokerage offerings as institutional adoption accelerates and client demand for digital asset exposure continues to grow.
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