Former Morgan Stanley Head of Digital Asset Markets Andrew Peel has quit to start a new business in Zug, Switzerland, with the goal of bridging the gap between traditional finance (TradFi) and decentralized finance (DeFi).
Having worked in the digital asset market for more than ten years, Peel is a seasoned financial expert with over 16 years of experience.
Andrew Peel’s departure coincides with Morgan Stanley’s plans to launch crypto trading for retail investors via its E*Trade platform.
Slated for a 2026 rollout, the service will offer digital asset trading access to the firm’s 5.2 million retail clients, signaling a major step toward broader crypto adoption in traditional financial services.
Peel Spent 12 Years at Credit Suisse Driving Digital Asset Innovation
Peel worked as Vice President of Sales and Trading Innovation at Credit Suisse for 12 years prior to joining Morgan Stanley, where he was mostly involved with digital assets and cryptocurrencies.
His decision to launch a DeFi business in Zug, a place called “Crypto Valley” and renowned for its crypto-friendly laws, highlights the increasing integration of established financial institutions with cutting-edge blockchain software.
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Peel’s New Project Aims to Bridge DeFi Innovation with Traditional Financial Stability
Peel’s new project intends to use his wealth of experience in market-making and trading structured goods to create solutions that combine the inventive potential of decentralized platforms with the stability of conventional financial institutions.
The calculated action is in line with a larger trend in the business, which is that seasoned experts from well-known financial institutions are increasingly looking for chances in the quickly changing DeFi market.
By encouraging increased cooperation between traditional financial institutions and decentralized technology, initiatives like Peel’s are anticipated to play a crucial role in determining the direction of finance as the digital asset sector continues to expand.
Peel’s Next Venture to Be Based in Zug, Switzerland, Known as “Crypto Valley”
According to reports, Andrew Peel’s next project will have its headquarters in Zug, Switzerland, which is known as “Crypto Valley” because of its benevolent regulatory climate for blockchain and cryptocurrency innovation.
Sources claim that the new business will have an asset management division dedicated to issuing and investing in DeFi-related securities, such as tokenized funds.
This suggests an effort to combine decentralized financial products with conventional asset management techniques. The company also intends to operate a technology segment that will be focused on creating trading infrastructure and tools.
With the continued improvement in regulatory clarity, these technologies will be specifically designed to assist traditional financial institutions in entering the DeFi area.
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