Coinbase is rolling out two new AI investing tools, including one that gives SEC-registered investment recommendations and another that lets AI agents execute trading strategies. Max Branzburg said the company is opening advanced advice and execution features to everyday investors. The products push coinbase deeper into wealth management while putting AI directly in the middle of buy and sell decisions.
Max Branzburg Says Advice Comes First
Two tools are coming from Coinbase Global, and one of them is designed to analyze a customer’s portfolio and outside events to surface trading opportunities tied to personal preferences. Branzburg, the head of consumer and business products, called the offerings the company’s "first two steps" in unlocking advanced financial tools for everyday investors.
One tool can give recommendations around tax-loss harvesting and multi-asset event trading. Branzburg said, "This is going to lower the barriers to entry for more sophisticated financial advice and trading that today generally just institutions or ultra-wealthy people have access to."
Tuesday afternoon’s launch also included a sharper line from Branzburg: "This is financial advice." He added, "It'll tell you exactly what to sell and what to buy."
AI Agents On Coinbase
The second tool opens Coinbase’s platform to AI agents that can execute more nuanced and customizable trading strategies. Those agents can also autonomously purchase specific data on behalf of customers to better inform trades and portfolio allocation.
Devin Ryan said that trading on behalf of customers could amount to "10 to 20 times what the average customer does on their own" because retail users often lack the time or experience to run those strategies themselves. If that scale holds, the gap between a basic self-directed account and an AI-managed one could widen fast.
Coinbase unveiled the tools during a Manhattan event on Tuesday, alongside products expanding into stocks, options, prediction markets, pre-IPO derivatives, and crypto credit card travel rewards. The company is entering a crowded race with eToro, Robinhood and Public, while Charles Schwab and Citigroup have recently showcased their own AI-powered wealth advisers for broader audiences.
Fiduciary Rules Set the Pace
Coinbase says its AI adviser and agent offering "may be inaccurate or incomplete," and investing outcomes remain the customer’s responsibility. Ryan said firms will have to show they can meet fiduciary and other regulatory obligations before the tools are released more broadly.
That leaves the near-term question for customers simple: the tools are arriving with bold claims about access, but broader use still depends on whether Coinbase can prove the advice and execution layers can operate inside the rules that govern money management.
