The interest in cryptocurrency products is significantly increasing at Charles Schwab, particularly among retail investors.

During a recent interview with CNBC, CEO Rick Wurster reported a remarkable 90% year-over-year surge in visits to Schwab’s crypto platform, indicating a robust demand for Bitcoin ETFs, Bitcoin futures, and various crypto exchange-traded products.

Currently, Schwab clients account for approximately 20% of all crypto ETPs in the United States. Wurster highlighted the company’s commitment to addressing this growing interest by enhancing its offerings with a diverse range of crypto investment options and educational resources. This strategy integrates digital access with traditional client support through phone consultations and physical branch locations.

Wurster’s remarks during the earnings call reflected the bank’s first indication of a tentative timeline for this initiative.

This venture into the cryptocurrency sector coincides with Schwab’s overall impressive quarterly performance: total client assets surged to $11.59 trillion, up 17% year-over-year, with daily average trades increasing by 30%.

Wurster explained that the firm’s strategy is designed to cater to both advanced traders through platforms like ThinkorSwim and novices seeking guidance, thereby making cryptocurrency investment more accessible and comprehensible to a wider audience.

Traditional Finance is Embracing Bitcoin

Earlier this month, Morgan Stanley published a report advising clients to allocate a maximum of 2% to 4% of their portfolios to cryptocurrency, predominantly Bitcoin, depending on their risk profiles. The report characterized Bitcoin as a scarce asset, akin to digital gold, suggesting its potential role within diversified investment strategies.

It recommended that clients conduct regular portfolio rebalancing, ideally on a quarterly basis, and pursue exposure through exchange-traded products to mitigate volatility.

This guidance followed the firm’s expansion of digital asset offerings via E*Trade and coincided with Bitcoin reaching a new all-time high of approximately $126,200.

Furthermore, earlier this week, U.S. Bank announced the establishment of its new Digital Assets and Money Movement organization, aimed at accelerating the development and revenue growth of emerging digital products and services, including stablecoin issuance, cryptocurrency custody, asset tokenization, and digital money movement.

Additionally, institutional investments in Bitcoin ETFs increased to $870.7 million in the third quarter of 2025, a rise of $117.3 million compared to the previous quarter.

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