Morgan Stanley in brief
- Rank: #75 of 100 in America's Most Powerful 100 Brands 2026; #11 of 14 in Banking & Financial Services.
- WCRC Power Score: 70.48 out of 100.
- Founded: 1935, by Henry S. Morgan and Harold Stanley.
- Owner: Morgan Stanley, New York, New York.
- Leadership: Ted Pick, Chairman and CEO.
- Latest revenue: $70.6bn revenue (FY2025, +14.4%), as per company filings.
What makes Morgan Stanley powerful
Morgan Stanley's power comes from turning a famous investment bank into a wealth management giant. Clients now hold $10.5 trillion with its wealth and investment management businesses. In the third quarter of 2026 its wealth division posted record net revenues with a pre-tax margin of 30.4%, and it gathered $232.4 billion of net new assets.
Its brand now reaches from corporate boardrooms to everyday investors through E*Trade, its online brokerage. In July 2026 E*Trade finished rolling out spot trading in bitcoin, ether and solana to eligible US clients, at a fee of 50 basis points per trade, below the up to 95 basis points Robinhood charges. Its wealth clients also moved $80.5 billion into fee-based accounts in the quarter, adding to the assets on which it earns ongoing advice fees.
Morgan Stanley's crypto trading on E*Trade charges 50 basis points per trade, compared with up to 95 basis points at Robinhood.
Why Morgan Stanley ranks #75
Morgan Stanley sits at #75 with a WCRC Power Score of 70.48, level with State Farm and Barbie and just behind Lowe's and Coach. Its strong wealth business gives it high marks for digital and financial strength and for trust among investors. Its name is less familiar to everyday shoppers than the retail brands just above, which limits its recall. Its record wealth results keep it in a three-way tie with State Farm and Barbie.
The Achilles' heel
Morgan Stanley's Achilles' heel is its dependence on markets. Its wealth fees rise and fall with the value of client assets, and its trading and deal-making arm needs active markets. In the third quarter of 2026, Institutional Securities produced about half of the firm's net revenue. A sharp market fall would hit asset values, fees and deal flow at the same time, and the firm's strong recent results would be hard to repeat.
The 2026 story
Morgan Stanley's 2026 has been a year of record wealth results and new products. After a pilot earlier in the year, E*Trade completed its rollout of spot crypto trading to eligible US clients on July 16, with crypto infrastructure firm Zerohash handling execution and custody. On October 14 Morgan Stanley reported third-quarter earnings of $3.03 a share and a 22.6% return on tangible common equity. Its wealth division posted record net revenues and $232.4 billion of net new assets, and total client assets across wealth and investment management reached $10.5 trillion.
Pillar profile
Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.
Versus its nearest rivals
Questions people ask
What rank is Morgan Stanley in WCRC's America's Most Powerful Brands 2026?
Morgan Stanley ranks #75 of 100 in WCRC's America's Most Powerful 100 Brands 2026, with a WCRC Power Score of 70.48 out of 100.
What makes Morgan Stanley powerful?
Morgan Stanley's wealth business, including E*Trade, gives it stable fee income.
What is Morgan Stanley's revenue?
$70.6bn revenue (FY2025, +14.4%), as per company filings.
Who founded and owns Morgan Stanley?
Morgan Stanley was founded in 1935 by Henry S. Morgan and Harold Stanley. It is owned by Morgan Stanley and based in New York, New York.
Who leads Morgan Stanley?
Ted Pick, Chairman and CEO.
What is Morgan Stanley's biggest challenge?
Dependence on market performance.
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Key facts
| Brand | Morgan Stanley |
|---|---|
| Company / owner | Morgan Stanley |
| Headquarters | New York, New York, United States |
| Founded | 1935 |
| Founder(s) | Henry S. Morgan and Harold Stanley |
| Leadership | Ted Pick, Chairman and CEO |
| Latest revenue | $70.6bn revenue (FY2025, +14.4%), as per company filings |
| Sector | Banking & Financial Services |
| Website | morganstanley.com |
| Country of origin | United States |
Sources
- Annual report (Form 10-K) and financial results of Morgan Stanley filed with the US Securities and Exchange Commission
- Company website, official announcements and press releases
- Published interviews and statements by the leadership
- WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data
