Schwab to Enter Crypto Market Soon, CEO Says, Positioning Firm Against Coinbase

Charles Schwab to Launch Bitcoin and Ether Trading, Targeting Coinbase’s Retail Market Share

Charles Schwab Corp. (SCHW) is preparing to offer direct bitcoin (BTC) and ether (ETH) trading, as the firm moves to compete head-on with crypto-native platforms like Coinbase. CEO Rick Wurster confirmed the move during an appearance on CNBC’s Money Movers on Friday, signaling the brokerage giant’s intent to integrate digital assets into its core offerings.

“Our clients want their crypto alongside their stocks, bonds, and cash — not siloed in separate apps,” Wurster said. He emphasized that while crypto remains a relatively small part of Schwab’s portfolio — with $25 billion in digital asset exposure across $10.8 trillion in total client wealth — demand for integrated crypto custody is growing rapidly.

Currently, Schwab clients access crypto mainly through exchange-traded products (ETPs), representing more than 20% of the industry’s total exposure in that segment. However, the company believes the introduction of native BTC and ETH trading will be a pivotal moment, enabling clients to consolidate assets within one trusted platform.

Asked directly if Schwab’s platform will compete with Coinbase, Wurster responded without hesitation: “Absolutely.” He noted that Schwab is well-positioned to capture users who want to move their crypto off standalone exchanges and into traditional financial ecosystems.

The announcement arrives ahead of President Trump’s expected signing of the GENIUS Act, a landmark crypto bill aimed at enhancing blockchain innovation and infrastructure across the U.S. The shifting regulatory landscape is expected to open the door for established brokerages like Schwab to expand digital asset services with confidence.

While Schwab hasn’t disclosed a formal launch date, the strategic expansion marks a significant shift in retail crypto access — particularly among older or high-net-worth investors seeking portfolio integration.

On the market front, Schwab’s stock closed Friday at $95.80, up 2.9% for the session. Shares touched an intraday high of $97.50 — matching the stock’s 52-week high — before retreating slightly. The company’s market cap stands at $174.07 billion, with a price-to-earnings ratio of 28.47 and a dividend yield of 1.13%, per Google Finance data.