The company said in a statement that the deal has boosted its UK credit card accounts by 47 per cent.
The bank plans to use both the Morgan Stanley and Goldfish brands to appeal to a broader customer base, by tailoring cards accordingly.
Morgan Stanley also plans to generate fresh interest in the Goldfish brand, which was the second most recognised credit card in the UK in 2003.
Managing director of Morgan Stanleyâs UK credit card business, Charlotte Hogg, commented: "Over the next few months we will be developing the Goldfish offering to accurately reflect the types of rewards that customers value. Goldfish customers can be assured that any changes will only serve to enhance the offering."
The purchase of Goldfish closely follows Morgan Stanley's launch of its 'ultra-premium' i24 Card in the UK and the company intends to increase its affinity partnerships after the recent announcement of a credit card developed for Black Horse loan customers.