Coinbase launched an AI powered investment advisor, giving the crypto exchange a regulated entry point into personalized financial guidance.

The product, called Coinbase Advisor, was announced during Coinbase’s June 16 System Update. It is offered by Coinbase Advisors, LLC, which Coinbase says is registered as an investment adviser with the SEC and as a commodity trading adviser with the CFTC and National Futures Association.

Coinbase Advisor is initially available to Coinbase One members in the US. The company describes it as an automated advisor, guidance, and education tool that uses AI and Coinbase data to help users analyze portfolios, market developments, and investment ideas.

The launch moves Coinbase beyond generic crypto education and closer to traditional wealth management. Unlike most exchange chatbots, Coinbase Advisor is being offered through a registered advisory entity, giving the company a formal structure for personalized investment guidance.

The product remains non discretionary. Users can receive suggestions and analysis, but trades still require user approval. Coinbase also warns that Advisor outputs are limited and may be inaccurate or incomplete, meaning users should not rely on the tool as their only source of information.

The rollout fits Coinbase’s broader push to become an everything exchange. During the same update, the company highlighted stocks, options, tokenized equities for non US users, pre IPO markets, lending products, and AI tools that connect Coinbase accounts to external agents.

The strategy is to collapse more financial activity into one account. Coinbase wants users to trade crypto, access equities, borrow against assets, earn rewards, use stablecoins, and receive portfolio guidance inside the same platform.

AI is becoming central to that plan. Coinbase has already launched Coinbase for Agents, which lets users connect AI agents to Coinbase accounts for trading, payments, and workflows within user controlled limits.

Coinbase Advisor is the consumer facing version of that shift. Instead of only giving AI agents execution access, Coinbase is putting AI directly into the advisory layer of the app.

The regulated structure matters. Crypto exchanges have often avoided personalized advice because it can trigger securities, commodities, and advisory rules. Coinbase is trying to handle that issue by placing the product under SEC and CFTC registered entities.