Coinbase held its "Take Control" event on Monday and launched 21 products at once. Not previews. Not waitlists. Actual products, most of them live today.
The pitch is ambitious: one account that replaces your brokerage, your financial advisor, and eventually your bank. Crypto, stocks, ETFs, options, prediction markets, AI-powered investment advice, Bitcoin-backed mortgages, and pre-IPO exposure to SpaceX, OpenAI, and Anthropic - all from the same app.
This isn't a crypto exchange adding a few features. This is Coinbase declaring war on Schwab, Fidelity, and Robinhood simultaneously.
The big six
Stocks and ETFs are live now with zero-commission trading on nearly 10,000 tickers, available 24/5. Coinbase partnered with Yahoo Finance for discovery. Tokenized US stocks for non-US users launch next month.
The AI Advisor is the most unusual product in the batch. It's SEC-registered as an RIA and NFA-registered as a CTA - the first AI investment tool with those credentials. It provides portfolio recommendations across crypto and stocks, tax-loss harvesting guidance, and real-time trade ideas. Currently limited to Coinbase One subscribers.
Bitcoin-backed mortgages may be the most structurally significant launch. Coinbase partnered with Better Mortgage to create the first Bitcoin-backed conventional mortgage that meets Fannie Mae conforming loan standards. The first loan has already closed - a couple in Ann Arbor, Michigan. You pledge BTC at a 2.5:1 ratio or USDC at 1.25:1 as collateral for your down payment, and the mortgage itself is a standard 15 or 30-year fixed rate. The critical detail: no margin calls. If Bitcoin drops 50% after closing, your terms don't change.
Prediction markets let users bet on BTC, ETH, SOL, XRP, and Hyperliquid prices with contracts ranging from 15 minutes to one year. It's a direct shot at Polymarket, integrated into the main app.
Pre-IPO perpetuals give retail investors exposure to private companies through USDC-settled futures with no expiry date. SpaceX is live now. OpenAI and Anthropic are confirmed next. This was previously only accessible to accredited investors.
Staking loans and a travel card round out the lineup. Borrow against staked SOL (JitoSOL, up to $100K) or cbETH (up to $1M). A 5% Bitcoin-back travel card powered by Amex and Agoda. And 3.5% APY on USDC for Coinbase One members.
How Coinbase stacks up
The question isn't whether these products are good. It's whether Coinbase can compete against dedicated platforms in each category.
| Coinbase | Robinhood | Schwab | Binance | |
|---|---|---|---|---|
| Crypto | 250+ assets | 30+ | ETFs only | 350+ |
| Stocks | ~10K tickers | Full catalog | Full catalog | Tokenized |
| AI advisor | SEC-registered | - | Schwab Intelligent | - |
| Prediction markets | Yes | Event contracts | - | - |
| Pre-IPO | SpaceX, OpenAI | - | - | - |
| Bitcoin loans | Mortgages + crypto | - | Margin only | Crypto loans |
| Regulation | SEC, NFA, state | SEC, FINRA | SEC, FINRA | Limited in US |
Coinbase is the only platform that spans all seven categories. Robinhood comes closest on the brokerage side. Binance wins on crypto depth. But neither offers anything close to Bitcoin-backed mortgages, pre-IPO perpetuals, or a registered AI advisor.
What Coinbase One costs
Most premium features require a subscription. The basic tier runs $4.99/month for zero-fee trading up to $500 and $1,000 in account insurance. The preferred tier at $29.99 bumps that to $10K in free trades and $10,000 in insurance. The premium tier at $299.99 gets unlimited zero-fee trading, $250,000 in insurance, AI Advisor access, and a dedicated concierge manager.
Whether the AI advisor justifies the rest of the premium depends on how good the recommendations are - and that's an open question on day one.
What's still missing
For all the ambition, there are gaps.
Coinbase offers 24/5 stock trading, but the promise of round-the-clock equity markets isn't live yet. The AI advisor recommends trades but can't execute them for you, which is a meaningful limitation compared to Wealthfront or Betterment. Without Coinbase One, crypto fees range from 0-0.60% - Robinhood embeds costs in spreads, and Binance undercuts both.
The Bitcoin mortgage requires serious collateral. A quarter million in BTC for a $100K down payment is great if you're already sitting on a stack, but it's not accessible for average buyers.
And COIN stock hasn't rewarded the vision: $171.27 on announcement day, well off the $444.65 52-week high.
Coinbase is doing what every crypto exchange has talked about but none have executed: turning a trading app into a full financial platform. The 21-product drop isn't just product strategy - it's a regulatory flex. An SEC-registered AI advisor. Fannie Mae-conforming Bitcoin mortgages. Pre-IPO perpetuals on SpaceX. You can't ship these without deep compliance infrastructure. The question isn't whether Coinbase can build them. It's whether 120 million crypto-native users actually want their brokerage, mortgage, and financial advisor in the same app they use to buy Dogecoin. If even 5% do, that's 6 million multi-product users - and that changes the entire economics of the company.
Frequently asked questions
Can I trade stocks on Coinbase right now? Yes. Stock and ETF trading is live for all US users as of June 16, 2026. Nearly 10,000 tickers are available with zero commissions, 24/5.
What is Coinbase Advisor? An SEC-registered, NFA-registered AI-powered investment advisory tool built into the Coinbase app. It provides portfolio recommendations, tax-loss harvesting guidance, and real-time market analysis. Currently available to Coinbase One subscribers in the US.
How does the Bitcoin-backed mortgage work? Coinbase partners with Better Mortgage. You pledge Bitcoin (2.5:1 ratio) or USDC (1.25:1 ratio) as collateral for your down payment. The mortgage itself is a standard Fannie Mae-conforming loan with 15 or 30-year fixed rates. No margin calls if BTC drops after closing.
What pre-IPO companies can I trade? SpaceX pre-IPO perpetual futures are live now. OpenAI and Anthropic are confirmed as upcoming. These are USDC-settled, 24/7, with no expiry date.
Do I need Coinbase One for all these features? No. Stock trading, crypto trading, prediction markets, and the mortgage product are available to all users. The AI advisor and zero-fee trading require a Coinbase One subscription ($4.99-$299.99/month).
Is Coinbase regulated? Yes. Coinbase is registered with the SEC, NFA, and state regulators. The AI advisor is separately registered as both an RIA (SEC) and CTA (NFA).
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