Coinbase pushes ‘everything exchange’ strategy with stock trading – Details

Traditional finance is moving on-chain, and stocks are now part of Coinbase’s ecosystem. Coinbase expanded its product lineup on the 18th of December 2025, introducing stock trading inside its app for U.S. users.

The announcement first appeared in a short product video featuring Max Branzburg, Head of Consumer Products at Coinbase, who opened by saying,

“Today, we’re introducing a major asset class. Stock trading is now available on Coinbase.”

Branzburg demonstrated the feature by buying Nvidia stock using USDC. He said the update brought stocks and crypto under one account, one wallet, and a single transaction history.

Branzburg described the update as Coinbase’s entry into a new asset class. He framed the launch as a way to simplify portfolio management while keeping stablecoins central to the experience.

Stocks and crypto under one roof

Beyond the demonstration, the rollout reflected a broader industry shift toward multi-asset platforms. Investment apps are increasingly aimed at keeping retail users active by offering multiple products in one place.

Coinbase’s move aligned with that trend while maintaining its crypto-native infrastructure.

The company said the stock trading rollout had begun and would gradually reach all U.S. users. By centering trades around USDC, Coinbase retained its existing payment rails while expanding into traditional equities.

The approach allowed users to access stocks without opening separate brokerage accounts.

According to Reuters, Coinbase also said it would allow users to trade event contracts tied to real-world outcomes. The expansion could reduce the company’s reliance on crypto trading, which had grown more competitive due to new market entrants.

Reuters noted that the move pushed Coinbase deeper into competition with brokerages such as Robinhood and Interactive Brokers.

Is the everything-exchange strategy taking shape?

Alongside stock trading, Coinbase confirmed partnerships to support event-based contracts, including an agreement with Kalshi. Addressing concerns about entering a crowded market, Branzburg said, 

“We aim to offer the greatest variety of contracts available on one platform,” Branzburg said, addressing concerns about entering a crowded market.

Coinbase also reiterated plans to launch tokenized stocks in the coming months. The company said tokenized equities would allow round-the-clock trading, further blending traditional and digital markets.

Coinbase CEO Brian Armstrong stated that the company remains the most trusted platform, reporting nearly $516 billion in digital assets held.

Analysts at Citizens Financial estimated that prediction markets were generating nearly $2 billion in revenue, a figure projected to rise fivefold by 2030 as institutions participate.

However, the expansion arrived during regulatory uncertainty around event contracts. Some state regulators argued such products resembled betting and could increase speculative behavior.

A Coinbase spokesperson said fragmented state policies harmed consumers and called for consistent regulatory frameworks.

Final Thoughts

• Stock trading strengthened Coinbase’s shift toward a unified, multi-asset trading platform.
• Added products signaled an effort to diversify activity beyond crypto market cycles.