Coinbase Adds Stock Trading for U.S. Customers, Expanding Beyond Crypto

Coinbase Global Inc., one of the largest cryptocurrency exchanges in the world, has officially launched stock trading services for its U.S. customers, enabling retail users to buy, sell and hold equities directly through the Coinbase platform. The move represents a strategic expansion of Coinbase’s product suite beyond its core crypto business into traditional financial markets — uniting digital assets and equities under one app. The new offering aims to attract investors who want a unified experience for trading both cryptocurrencies and stocks without needing multiple accounts or switching between apps.

Coinbase says the stock trading rollout will provide commission-free trading, seamless portfolio management, and an intuitive user experience, leveraging the company’s existing infrastructure while partnering with regulated broker-dealers to execute equity trades. The launch reflects a broader industry trend where digital asset platforms are increasingly competing with neobanks and fintech brokerages — such as Robinhood, Webull and SoFi — by offering multi-asset capabilities to retail investors. For Coinbase, this expansion diversifies revenue opportunities and deepens customer engagement across financial products.

Key Highlights

• Stock trading launched: Coinbase now offers equities trading to U.S. customers.
• Multi-asset access: Users can trade both stocks and cryptocurrencies within one platform.
• Commission-free trading: No commission fees on stock trades, similar to its crypto products.
• Unified portfolio: Seamless portfolio view across asset classes.
• Regulated execution: Trades executed via partner broker-dealers in compliance with U.S. securities laws.
• Competitive landscape: Coinbase expands into fintech broker territory alongside crypto services.

How It Works

1. Integrated Trading Experience

U.S. customers can now:

• Search and trade U.S.-listed stocks directly from the Coinbase app or web platform
• View performance, charts, and historical data for equities
• Hold stocks alongside crypto assets in a single portfolio

The experience aims to be intuitive for both crypto-native users and traditional investors looking for integrated access.

2. Commission-Free Model

Coinbase’s stock trading is offered with no per-trade commission, aligning with industry standards for retail brokerage services. The company is expected to monetize through payment for order flow or other regulatory-compliant execution arrangements.

3. Custody and Compliance

Stock holdings are held in accounts under regulated broker-dealer custody, separated from crypto wallets. Coinbase has partnered with third-party brokers to handle execution and settlement while maintaining compliance with SEC and FINRA rules.

Why This Matters

1. Blurring the Lines Between Crypto and Traditional Markets

By bringing stocks onto a crypto-centric platform, Coinbase expands its appeal beyond pure crypto traders to general retail investors who want multi-asset access without juggling multiple apps or accounts. This approach mirrors trends seen at other fintechs that combine banking, investing, and digital finance in one ecosystem.

2. Enhancing Customer Engagement and Retention

Offering diverse financial products encourages users to deepen engagement with Coinbase’s ecosystem. Investors who hold stocks and crypto in the same app are more likely to use features like recurring buys, portfolio tracking, alerts and analytics — strengthening customer retention.

3. Competitive Play in Retail Investing

Coinbase’s entry into stock trading puts it in closer competition with fintech brokerages such as Robinhood, Webull, SoFi, Fidelity and Charles Schwab, which already attract retail investors with commission-free stock trading. Coinbase’s differentiator is its existing crypto user base, which it can now cross-sell equities services to.

Market and Strategic Context

The introduction of stock trading comes as many fintech and digital finance platforms seek to become one-stop financial hubs for customers. Traditional banks, neobanks, brokerages and crypto exchanges are increasingly offering overlapping services — from savings and checking accounts to investing in stocks, ETFs and digital assets. Coinbase’s deep technology stack, global reach, and brand recognition give it a strong position to compete in this multi-asset space.

Regulatory compliance is a major consideration, and Coinbase’s partnerships with regulated broker-dealers ensure that stock trades are executed under SEC and FINRA oversight — a critical requirement for participating in U.S. equities markets.

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