Morgan Stanley Prepares to Unleash Bitcoin Trading for E*Trade’s Retail Army

Wall Street giant Morgan Stanley is arming Main Street investors with direct Bitcoin exposure—just as the crypto market smashes through $3 trillion again. Their E*Trade platform rollout signals institutional-grade infrastructure now flowing to retail traders.

Why now? Bitcoin’s 2025 rally past $96,000 has even conservative banks scrambling for crypto relevance. The move follows Goldman Sachs’ similar pivot—though skeptics note both firms dismissed Bitcoin at $5,000 before becoming ’true believers’ at 20x the price.

For traders: This provides seamless access alongside traditional assets, minus the hassle of crypto-native exchanges. For crypto: Another brick in the wall of mainstream adoption—even if the bricks are being laid by the same institutions that once mocked the foundation.