• by Sarah Mahoney , Yesterday

 
Morgan Stanley's E*Trade is rolling out a campaign for its new crypto offering, meant to illustrate just how easy it is for investors to work a little cryptocurrency into their regular financial lives. Themed “What’s Next,” it's part of the company's ongoing "More to Love" campaign, which emphasizes both the convenience and trustworthiness of working with E*Trade.

Calling crypto E*Trade's "next frontier," the effort aims to demystify the currency, with a little wink at consumers' lingering perceptions that crypto is still not quite for earthlings. It starts with a look at ancient goatherds. And by the final cutaway scene, investing has fast-forwarded to a hipster alien, looking to caffeinate himself for a long trip home.

The ad lends a comforting level of institutional "everybody's doing it" trust, and breaks at a time when the crypto market is having a rough time. Bitcoin, for example, is down more than 30% from last year, in part because investors are moving toward more AI-focused plays.

Still, a recent Harris Poll finds that one in four adults now own some form of crypto, and some experts are recommending a small exposure for most investors.

Morgan Stanley's research finds that—despite widespread recent selloffs—crypto really is moving mainstream. When consumers were asked what matters most in choosing a platform to trade crypto, the No. 1 response was an established company they can trust.

"Our clients' needs are evolving, and they want to invest, trade, bank, and plan for the future all in one place," said Matt Jones, head of E*Trade, in the announcement. "Whether they're buying their first share, exploring crypto, participating in an IPO, or planning for retirement, our job is to meet them where they are."

The new offer allows clients to buy, sell, and hold Bitcoin, Ethereum, and Solana directly on the E*Trade platform within a linked Zerohash account. Customers can view their digital assets alongside traditional investments, and the ability to transfer is expected later this year.

The campaign is running in sports programming, with a supporting social push. On Reddit, the effort includes a custom tap-to-engage unit with real-time crypto pricing.

"With this campaign, we're shining a light on how we meet investors at every step of their financial journey,” addedAndrea Zaretsky, CMO of Morgan Stanley Wealth Management and E*Trade, in the press announcement, “whether they're just starting out, experienced active traders, or planning for retirement."