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Charles Schwab is preparing to roll out direct Bitcoin (BTC) and Ethereum (ETH) trading to retail clients in the coming weeks, marking one of the clearest moves yet by a major brokerage into spot crypto. The firm confirmed the launch alongside new educational content focused on crypto risk and portfolio allocation. The shift brings direct crypto access into a platform already used by millions of traditional investors.

Schwab moves from access to execution

Until now, Schwab clients could only gain exposure to crypto through exchange-traded funds (ETFs) and related products. The new Schwab Crypto platform changes that by allowing direct spot trading alongside stocks and bonds in a single dashboard.

At launch, the offering will focus on Bitcoin and Ethereum, which together make up the majority of the crypto market. Pricing is set at 0.75% per transaction, placing it in the competitive range for regulated platforms targeting retail users, per a press release on April 16.

The setup relies on Paxos for execution and sub-custody, and assets are held through Schwab’s banking entity. That structure gives the firm regulatory cover, at the same time keeping the experience familiar for its existing client base.

Education push signals cautious positioning

Alongside the trading rollout, Schwab released a detailed educational video explaining how crypto fits into a portfolio from a risk perspective. The message is direct. Crypto is volatile and carries cybersecurity risks, but can still play a role as a small allocation.

The firm frames Bitcoin exposure in terms of risk contribution rather than portfolio size. In practice, that means even a small percentage allocation can carry outsized impact due to volatility. Schwab’s own examples suggest low single-digit allocations for most investors.

That positioning reflects where traditional finance still stands. Access is expanding, but the messaging stays conservative.

Meanwhile, at the time of publication on April 22, Bitcoin was trading at $79,004.08, up 4.3% on the day, advancing 6.5% across the week, and accumulating an advance of 10.6% in the past month, per the most recent price chart information.

All things considered, a firm managing trillions in client assets has moved beyond mere offering of indirect exposure to bringing spot crypto trading into its core platform.

That shift lowers the barrier for new capital to enter. It also puts pressure on other brokerages to follow, especially as investors look for simpler ways to manage crypto alongside the rest of their portfolio.