As of 2025, E*TRADE's self-directed channel held $1.67 trillion in client assets. In September 2025, Morgan Stanley announced plans to offer cryptocurrency trading through E*TRADE in the first half of 2026, with offerings expected to include Bitcoin, Ethereum, and Solana. The company operates three trading platforms including E*TRADE Web for mainstream investors, Power E*TRADE for advanced traders, and Power E*TRADE Pro, a desktop platform launched in July 2025.
Cyborg Score Rationale
E*TRADE benefits from Morgan Stanley's backing, growing AUM base, and strategic expansion into high-growth areas like cryptocurrency. However, as a subsidiary with its primary platform business, growth is constrained by integration into a larger parent and competitive pressures from digital-first brokers.
Top Insights
Self-directed client assets grew to $1.67 trillion as of 2025, demonstrating strong retail investor engagement.
Advanced trading platform Power E*TRADE Pro offers up to six custom workspaces with 120 charting tools, targeting sophisticated traders.
Cryptocurrency trading expansion expected in first half of 2026 via Zerohash partnership, marking entry into digital assets.
Morgan Stanley's IRA assets under management surpassed $1 trillion in March 2026, growing at 15.8% CAGR since 2022.
Named Competitors
Charles Schwab — Integrated financial services and retail brokerage
Fidelity — Comprehensive wealth management and brokerage
Robinhood — Commission-free trading platform for retail investors
Interactive Brokers — Advanced trading technology for active traders
Recent Developments
(July 2025) Launched Power E*TRADE Pro desktop platform with advanced charting and workspace customization
(September 2025) Announced cryptocurrency trading partnership with Zerohash for first-half 2026 launch
(March 2026) Morgan Stanley reported IRA AUM surpassed $1 trillion with strong growth trajectory
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