The decision comes as traditional financial institutions accelerate efforts to capture growing demand for crypto exposure.
Interactive Brokers, another retail rival, has also deepened its crypto offerings, signaling broader acceptance across the brokerage sector.
The crypto market is currently valued at roughly $3.9 trillion, with Bitcoin accounting for about $2.25 trillion and ether around $506 billion. The scale of those assets has pressured established brokerages to adapt to retain clients increasingly interested in alternative investments.
For Zerohash, the partnership with Morgan Stanley follows a milestone fundraising round in which the company secured $104 million and reached unicorn status.
Interactive Brokers led the round, with participation from Morgan Stanley, SoFi, and other financial backers. The firm specializes in providing infrastructure that allows banks and fintechs to offer crypto products without building their own trading and custody systems.
Morgan Stanley’s integration of crypto trading on E*Trade highlights how digital assets have shifted from a niche experiment into a fixture of global finance, one that both retail investors and institutions can no longer ignore.
