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Since the 2008 financial crisis, Morgan Stanley has increasingly leaned on its wealth management business as a steadier revenue source than trading or investment banking. Morgan Stanley has doubled down on the strategy with success: Last year wealth and investment management grew to 51% of the company's revenue, compared to 26% in 2010. Now the bank is spending billions to capture a younger, more tech-savvy clientele. In February 2019, Morgan Stanley acquired Solium Capital, which helps manage stock compensation plans for the likes of Instacart, Stripe, and Shopify, for $900 million. In early 2020, the bank titan made an even larger play for the masses by acquiring discount brokerage E*Trade Financial for $13 billion—putting it head-to-head with the likes of Charles Schwab and Robinhood.
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