Morgan Stanley Goes From Crypto Curious to Crypto Committed as Wall Street ‘Opens the Pipes’

Morgan Stanley is accelerating its push into crypto, signaling a major shift in TradFi as digital assets move from speculative fringe to mainstream institutional play.

The Wall Street giant, managing $9.3 trillion in assets, recently appointed Amy Oldenburg as Head of Digital Asset Strategy, a move that formalizes crypto as a core execution priority rather than a research exercise.

Morgan Stanley Moves From Crypto Research to Full-Scale Execution

The timing is notable. The Grayscale Bitcoin Mini Trust ETF (BTC) is now available on Morgan Stanley’s platform. This unlocks regulated Bitcoin exposure to more than $7.4 trillion in advisor-managed assets.

“2026 is going to be explosive for crypto,” commented fintech journalist Frank Chaparo, as Morgan Stanley simultaneously hires dozens of crypto roles while opening these investment “pipes” to its client base.

Oldenburg, who previously worked for Morgan Stanley in emerging markets, is tasked with coordinating product development, partnerships, and trading across the firm’s units.

“When institutions turn against you, you want to hold your keys, you want to hold your coins,” she said.

Morgan Stanley appoints Amy Oldenburg as Head of Digital Asset Strategy.

“You want to hold your keys, you want to hold your coins.” pic.twitter.com/OPRUVF8w4v

— TFTC (@TFTC21) January 27, 2026

Her appointment signals measured yet decisive institutional steps into digital assets amid changing regulatory frameworks. This includes clearer stablecoin rules and guidance, allowing banks to act as crypto intermediaries.

Morgan Stanley’s crypto journey over the past two years has been marked by rapid evolution.

• In 2024, advisors could recommend spot Bitcoin ETFs from firms like BlackRock and Fidelity to eligible high-net-worth clients—a cautious first step.
• By 2025, access expanded dramatically: restrictions were lifted, allowing all wealth management clients, including those with retirement accounts, to invest in crypto funds.

Advisors were encouraged to treat Bitcoin as “digital gold,” allocating 2–4% in risk-tolerant portfolios while managing volatility through monitoring tools and structured products.

• September 2025 marked another milestone with plans to launch direct crypto trading via E*TRADE, initially supporting Bitcoin, Ether, and Solana.
• Early 2026 saw Morgan Stanley file with the SEC for its own spot Bitcoin and Solana ETFs, then an Ethereum ETF.

With this, Morgan Stanley positions itself to compete with major issuers like BlackRock and Fidelity in a market that grew to over $114 billion in assets for Bitcoin ETFs alone.

Bitcoin ETF Total Net Assets. Source: SoSoValue Wall Street Momentum and Morgan Stanley’s Crypto Commitment

The push reflects broader Wall Street momentum. CoinMarketCap reports that 60% of the top 25 US banks have launched or announced Bitcoin services, including trading and custody. JPMorgan, Wells Fargo, and Citi are among the leaders.

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