E*TRADE Review 2024: Pros & Cons (2024)

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E*TRADE Review 2024: Pros & Cons (1)

Written by Sam Levine, CFA, CMT
Edited by Carolyn Kimball
Fact-checked by Steven Hatzakis
Reviewed by Blain Reinkensmeyer

March 18, 2024

E*TRADE will be very appealing to thrifty mutual fund investors, old school chartists, and traders with a bit of experience behind them. It’s also a fine place for beginners to start their investing adventure.

Pros & Cons

thumb_up_off_alt Pros

  • Highly addictive tools and features.
  • Web based POWER E*TRADE is outstanding for casual trading.
  • Access to Morgan Stanley research.

thumb_down_off_alt Cons

  • No cryptocurrency trading.
  • Real-time data requires a minimum account balance of $1,000.
  • Expert traders might prefer downloadable desktop platforms from Charles Schwab, Interactive Brokers, tastytrade and TradeStation.

Overall summary

FeatureE*TRADE Review 2024: Pros & Cons (2)
OverallE*TRADE Review 2024: Pros & Cons (3)
Investment OptionsE*TRADE Review 2024: Pros & Cons (4)
Commissions & FeesE*TRADE Review 2024: Pros & Cons (5)
Mobile Trading AppsE*TRADE Review 2024: Pros & Cons (6)
Platforms & ToolsE*TRADE Review 2024: Pros & Cons (7)
ResearchE*TRADE Review 2024: Pros & Cons (8)
Customer ServiceE*TRADE Review 2024: Pros & Cons (9)
EducationE*TRADE Review 2024: Pros & Cons (10)
Ease Of UseE*TRADE Review 2024: Pros & Cons (11)

--> View E*TRADE Features List

feed Recent news

January 2024: Crypto ETFs. E*TRADE now allows trading of spot bitcoin ETFs in brokerage accounts.

Investment options

E*TRADE provides almost everything an investor should expect from a full-service brokerage. Investment choices include funds, stocks, options, futures and bonds. The firm also offers financial planning-focused tools and solid educational content. The most notable features missing at E*TRADE include fractional shares, cryptocurrencies, international trading and forex trading.

FeatureE*TRADE Review 2024: Pros & Cons (12)
Stock TradinginfoYes
Margin TradingYes
Fractional SharesinfoNo
OTC StocksinfoYes
Options TradinginfoYes
Complex Options Max Legsinfo4
Bonds (US Treasury)infoYes
Futures TradinginfoYes
Forex TradinginfoNo
Mutual Funds (Total)info7242
Crypto TradinginfoNo
Crypto Trading - Total Coinsinfo0
Traditional IRAsinfoYes
Roth IRAsinfoYes
Advisor ServicesinfoYes

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account_balance One of the best for high net worth

We analyzed online brokers' offerings for clients with over $1 million of liquid, investable assets. See our guide to the Best Brokerage Firms for High Net Worth Individuals.

Commissions and fees

At E*TRADE, regular stock and ETF trades are $0 and option trades cost $0.65 per contract. No-fee mutual fund trading is a standout feature.

Penny stocks: Unlike Fidelity and Firstrade, which don’t charge a commission for penny stocks, E*TRADE charges $6.95, or $4.95 if there were 30 or more trades in the quarter.

Streaming market data: At E*TRADE real-time streaming quotes cost nothing, but there’s a $1,000 minimum balance requirement to enable them.

Mutual funds: Mutual fund trades are now free and there are no early redemption fees. Additional fees may apply depending on the fund.

FeatureE*TRADE Review 2024: Pros & Cons (13)
Minimum Deposit$0.00
Stock Trades$0.00
Penny Stock Fees (OTC)info$6.95 info
ETF Trade Fee$0.00
Options (Base Fee)$0.00
Options (Per Contract)$0.65
Options Exercise Fee$0.00
Options Assignment Fee$0.00
Futures (Per Contract)$1.50
Mutual Fund Trade Fee$0.00
Broker Assisted Trade Fee$25

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Mobile trading apps

In our analysis of mobile trading apps, E*TRADE’s apps continue to shine. Both E*TRADE Mobile and Power E*TRADE Mobile are feature-rich.

E*TRADE Mobile: E*TRADE Mobile works well for beginners and experienced investors alike. It focuses on what matters most to casual investors: portfolio management, quotes, watch lists, market research, and, to a lesser extent than the Power E*TRADE app, trading. Watch lists are customizable and streaming ($1,000 minimum balance required). Quotes flow on to both basic and advanced charts, price alerts, news, and additional research such as third-party reports. E*TRADE Mobile includes Bloomberg TV and basic trade idea screeners for stocks, ETFs, and mutual funds.


E*TRADE Mobile, the broker’s more beginner-friendly mobile app. Press play for a tour of its features.

Power E*TRADE Mobile: While designed for more advanced trading — entering bracket orders, for example — Power E*TRADE isn’t much more difficult to use than the flagship app.

One of my fave features is the Live Action page, which helps you find potential investment opportunities with predefined options screeners categorized by unusual activity, volatility, or technical patterns.


Power E*TRADE Mobile. Press play for a tour of its features.

Mobile charting: The depth of charting capabilities varies by app. Power E*TRADE Mobile provides over a hundred indicators, E*TRADE Mobile has only 10. Indicator differences aside, panning, zooming, and conducting high-level analysis are all very user-friendly and clean.

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FeatureE*TRADE Review 2024: Pros & Cons (36)
iPhone AppinfoYes
Android AppinfoYes
Apple Watch AppinfoYes
Stock AlertsinfoYes
Charting - After-HoursinfoYes
Charting - Technical Studiesinfo107
Charting - Study CustomizationsinfoYes
Watch List (Streaming)infoYes
Watch Lists - Create & ManageinfoYes
Watch Lists - Column CustomizationinfoYes

Other trading platforms and tools

The browser version of Power E*TRADE is responsive, unfussy and comes with some compelling tools. I’ve been investing for longer than I can bear to mention, and booting up Power E*TRADE feels like I’m cozying up on the couch under my favorite blanket.

Charting: Happily, E*TRADE continues to add features to this workhorse platform. This year’s improvements include new chart types, indicators, colors, and drawing tools. There’s more than a hundred indicators and dozens of drawing tools, about par for a trading-focused platform. Some competitors have several hundred. There are enough drawing tools (37) to re-create the ceiling of the Sistine Chapel on the chart of your choice.

If you're too lazy to paint up a chart, Recognia’s chart pattern recognition is to chartists what Tesla’s Autopilot is to personal injury lawyers: a veritable bonanza of tantalizing opportunity. Recognia speedily highlights chart patterns of interest. Once you know what you want to trade, you can adjust trades directly on the chart.

One oddball feature is a button that “inverts” the chart, which reverses all the plots. Is the market having a bad day? Click the invert button and turn your frown upside down. Just don’t forget you did that before entering a trade. I mean, yikes.

Options trading: For casual and active options traders, Power E*TRADE delivers that same blend of usability and functionality. New to options? Check out StrategySeek. Position management is simplified with custom grouping, real-time streaming Greeks, and risk analysis. Some brokers, such as tastytrade, provide what I think are better analytics, but they can also drag you deep into paralysis from analysis.

Futures trading: Like options trading, Power E*TRADE also provides a great experience for trading futures. Multiple futures ladders can be run at once, orders can be fired off with ease thanks to the Quick Trade widget, and, as with options, managing positions is a breeze.

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FeatureE*TRADE Review 2024: Pros & Cons (62)
Active Trading PlatforminfoPower E*TRADE
Desktop Trading PlatforminfoNo
Desktop Platform (Mac)infoNo
Web Trading PlatforminfoYes
Paper TradinginfoYes
Trade JournalinfoNo
Watch Lists - Total Fieldsinfo43
Charting - Indicators / Studiesinfo121
Charting - Drawing Toolsinfo37
Charting - Study Customizationsinfo8
Charting - Save ProfilesinfoYes
Trade Ideas - Technical AnalysisinfoYes
Streaming Time & SalesinfoYes
Trade Ideas - BacktestinginfoNo

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Research

Morgan Stanley’s 2020 acquisition of E*TRADE has bolstered the research offerings. E*TRADE provides everyday investors with everything they need to conduct in-depth market analysis across stocks, ETFs, mutual funds, bonds, and more.

Stock research: Alongside eight PDF research reports for stocks and associated options, E*TRADE offers consensus ratings from multiple third parties, including breakdowns from individual analysts via TipRanks. Proprietary research from Morgan Stanley is a major plus; broker research often goes into far more detail than licensed third-party research. E*TRADE also shares a goodly chunk of ESG ratings.

Web charts: E*TRADE has some unusual and very attractive features. There’s the ability to plot commodity and currency fluctuations as overlays to a stock chart. That’s very useful when evaluating the impact of, say, fuel prices on an airline stock, or the value of the euro against the stock of a company that exports to Europe. Charting on the website includes the Trefis fair value estimate right on the chart, with a quick link to view Trefis's pricing model.

On the downside, the website’s chart layout is a bit archaic. Charts are divided into upper, middle and lower panels. Volume can’t be overlaid on the main chart, where it typically lives in other chart packages.

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FeatureE*TRADE Review 2024: Pros & Cons (72)
Research - StocksinfoYes
Stock Research - ESGinfoNo
Stock Research - PDF Reportsinfo8
Screener - StocksinfoYes
Research - ETFsinfoYes
Screener - ETFsinfoYes
Research - Mutual FundsinfoYes
Screener - Mutual FundsinfoYes
Research - Pink Sheets / OTCBBinfoYes
Research - BondsinfoYes

Education

E*TRADE’s library is where you can pick up some investing smarts when the mood strikes you. The articles I sampled presented both opportunity and risk fairly, and the tone is fairly conversational, but there’s also the occasional bit of kludgy writing, which typically happens in the midst of a major content buildout. More video in the educational articles would be nice.

Learning center: E*TRADE provides a thorough selection of educational content, organized by topic and knowledge level in a library. A wide swath of investing topics is covered, from stock trading to retirement, with dozens of articles in eight categories. E*TRADE is a webinar factory, too. There are at least 25 free webinars offered each month and archived recordings are available.

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FeatureE*TRADE Review 2024: Pros & Cons (80)
Education (Stocks)infoYes
Education (ETFs)infoYes
Education (Options)infoYes
Education (Mutual Funds)infoYes
Education (Bonds)infoYes
Education (Retirement)infoYes
Paper TradinginfoYes
VideosinfoYes
WebinarsinfoYes
Webinars (Archived)infoYes
Progress TrackinginfoNo
Interactive Learning - QuizzesinfoNo

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Customer service

To score Customer Service, StockBrokers.com partners with customer experience research firm Confero to conduct phone tests from locations throughout the United States. For this year's testing, 135 customer service tests were conducted over six weeks, with wait times logged for each call.

Customer service representatives were asked for assistance or details for prospective customers in several areas of broker services, including account opening, trading tools, apps, rollovers, active trading, and more. Here are the results for E*TRADE.

  • Average Connection Time: 1-2 minutes
  • Average Net Promoter Score: 7.7 / 10
  • Average Professionalism Score: 7.6 / 10
  • Overall Score: 7.87 / 10
  • Ranking: 8th of 13 brokers

Banking services

Besides trading, E*TRADE also offers online banking through Morgan Stanley Private Bank. Services include checking accounts with no ATM fees, savings accounts, and debit cards. Morgan Stanley Private Bank is a registered member of the Federal Deposit Insurance Corporation (FDIC), which insures bank deposits up to $250,000.

E*TRADE doesn’t come close to competing with the banking services offered by leader Bank of America - Merrill Edge; but, that said, many clients will appreciate cash management integrated with their brokerage accounts.

FeatureE*TRADE Review 2024: Pros & Cons (81)
Bank (Member FDIC)infoYes
Checking AccountsinfoYes
Savings AccountsinfoYes
Credit CardsinfoYes
Debit CardsinfoYes
Mortgage LoansinfoYes

Final thoughts

Before I wrap this review, I have to get something off my chest. This is my second year reviewing E*TRADE, and I’ve struggled with how to describe, well, just how purple it is. Check out the screenshots above.

Did you ever read Harold and the Purple Crayon as a child? Do you wonder what became of that cute little scamp Harold after all these years? I bet he went on to become the Managing Director of User Experience at E*TRADE. There’s purple everywhere. I’ve been dreaming in E*TRADE purple.

Purpliness aside, E*TRADE provides a well-rounded offering that will satisfy the majority of investors. Regardless of your investing style, E*TRADE is a reliable, full-service broker with a good mix of easy to use tools.

Here are my top takeaways for E*TRADE this year:

  1. E*TRADE excels at satisfying the needs of intermediate traders.
  2. The Power E*TRADE-branded platforms (both web and mobile) stick to old-school design design but have a nifty selection of trading tools. This comfy-feeling combo of usability and depth drove E*TRADE to the top ranks of our scoring, winning our No. 1 award for Best Web Trading Platform as well as Investor App in 2024.
  3. E*TRADE also finished among the five Best in Class for beginners, IRA accounts, options trading, futures trading, banking and penny stock trading.

Is E*TRADE trustworthy?

Yes, E*TRADE is trustworthy. It is a member of the Securities Investors Protection Corporation, or SIPC, and is transparent about its fees and commission structure. It’s a well-established broker, having been founded in 1982, and its 2020 acquisition by Morgan Stanley allies it with that firm’s long history.

Is E*TRADE FDIC insured?

E*TRADE is not FDIC insured because it is not a bank. Like all U.S. brokerage firms, securities customers are protected by SIPC coverage. E*TRADE’s parent company, Morgan Stanley, does operate a private bank, and E*TRADE customers may elect to have their cash balances swept into up to five partner banks, expanding their FDIC coverage.

Is E*TRADE a good choice?

E*TRADE performs very well in several key categories and is one of the best online stockbrokers in the U.S. It's a great choice for most investors.

Is E*TRADE good for beginners?

Our testing found E*TRADE to be a one of the best platforms for for beginners thanks to its easy-to-use trading platforms for web and mobile and a variety of educational materials that can help accelerate your learning.

Is my money safe with E*TRADE?

Yes, your money is safe at E*TRADE, due to its account protection of up to $500,000 for securities and cash ($250,000 for cash) from the Securities Investor Protection Corporation, or SIPC. The parent company, Morgan Stanley Smith Barney, also carries additional coverage with a firmwide $1 billion cap and $1.9 million uninvested cash per client. Note, however, that as with any broker, insurance doesn’t cover you for market losses.

Is E*TRADE really free?

E*TRADE is a zero-dollar commission broker for trading U.S. stocks and ETFs and is one of our leading picks for free stock trading. E*TRADE makes money from margin lending, loaning securities, and payment for order flow.

Other costs associated with your E*TRADE brokerage account are those such as $0.65 per options contract, $6.95 per trade for penny stocks, $25 for broker-assisted trades, and a few incidental charges that are clearly disclosed on their fee schedule. While there’s no fee for real-time streaming quotes, there is a $1,000 minimum balance requirement to enable the feature.

How much does it cost to start an E*TRADE account?

There is no cost to open an E*TRADE account and there are no minimum balance requirements. There is even virtual trading with “paper money” if you want to practice before investing actual funds.

How do you buy stocks on E*TRADE?

  • Open and fund an E*TRADE account.
  • Research and select a stock that you believe will increase in value.
  • Hit the "buy" button.
  • Enter the number of shares you wish to buy, the maximum price you are willing to pay if you aren’t comfortable accepting the market price, and the amount of time the order will remain in effect.
  • Preview the order.
  • Place the order.

Who owns E*TRADE?

E*TRADE was acquired in 2020 by Morgan Stanley (NYSE: MS), a publicly traded financial services firm.

About E*TRADE

E*TRADE’s roots go back to the 1980s, when founder William Porter had a clever little idea of trading stock via one of those newfangled Apple II personal computer things. After meeting Porter at a party, Bernie Newcomb turned the idea into computer code. Now, thanks to them, virtually anyone can make or, heavens forbid, lose money investing in stocks via the World Wide Web.

E*TRADE acquired online broker OptionsHouse in September 2016 for $725 million, paving the way for what is now branded as the Power E*TRADE platform. In October 2020, E*TRADE was acquired by Morgan Stanley (NYSE: MS).

E*TRADE 2024 Results

For the StockBrokers.com 2024 Annual Awards, announced on Jan. 23, 2024, all U.S. equity brokers we reviewed were assessed on over 200 different variables across eight areas: Commissions & Fees, Investment Options, Platforms & Tools, Research, Mobile Trading, Education, Ease of Use, and Overall.

StockBrokers.com also presented “Best in Class” awards to brokers for additional categories Beginners, Options Trading, Futures Trading, Day Trading, IRA Accounts, Investor Community, Penny Stock Trading, Bank Brokerage, High Net Worth Investors, and Customer Service. A “Best in Class” designation means finishing in the top five brokers for that category.

For more information, see how we test.

Category awards

E*TRADE Review 2024: Pros & Cons (82)OverallCommissions & FeesResearchPlatforms & ToolsMobile Trading AppsInvestment OptionsEducationEase of UseBank BrokerageBeginnersFutures TradingIRA AccountsOptions TradingPenny Stock TradingHigh Net Worth Investors
Rank #1
Streak #1
Best in Classcheckcheckcheckcheckcheckcheckcheckcheckcheckcheckcheckcheckcheckcheckcheck
Best in Class Streak14122124332755821

Industry awards

E*TRADE Review 2024: Pros & Cons (83)#1 Investor App#1 Web Trading Platform
Rank #1checkcheck
Streak212

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Our research team conducts thorough testing on a wide range of features, products, services, and tools for U.S. investors, collecting and validating thousands of data points in the process; this makes StockBrokers.com home to the largest independent database on the web covering the online broker industry. We test all available trading platforms for each broker and evaluate them based on a host of data-driven variables. All research, writing and data collection at StockBrokers.com is done by humans, for humans. Read our generative AI policy here.

As part of our process, all brokers had the annual opportunity to provide updates and key milestones and complete an in-depth data profile, which we hand-checked for accuracy. Brokers also were offered the opportunity to provide executive time for an annual update meeting.

Our rigorous data validation process yields an error rate of less than .001% each year, providing site visitors quality data they can trust. Learn more about how we test.

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About the Editorial Team

E*TRADE Review 2024: Pros & Cons (88)

Sam Levine, CFA, CMT

Sam Levine has over 30 years of experience in the investing field as a portfolio manager, financial consultant, investment strategist and writer. He also taught investing as an adjunct professor of finance at Wayne State University. Sam holds the Chartered Financial Analyst and the Chartered Market Technician designations and is pursuing a master's in personal financial planning at the College for Financial Planning. Previously, he was a contributing editor at BetterInvesting Magazine and a contributor to The Penny Hoarder and other media outlets.

E*TRADE Review 2024: Pros & Cons (89)

Carolyn Kimball

Carolyn Kimball is managing editor for Reink Media and the lead editor for the StockBrokers.com Annual Review. Carolyn has more than 20 years of writing and editing experience at major media outlets including NerdWallet, the Los Angeles Times and the San Jose Mercury News. She specializes in coverage of personal financial products and services, wielding her editing skills to clarify complex (some might say befuddling) topics to help consumers make informed decisions about their money.

E*TRADE Review 2024: Pros & Cons (90)

Steven Hatzakis

Steven Hatzakis is the Global Director of Research for ForexBrokers.com. Steven previously served as an Editor for Finance Magnates, where he authored over 1,000 published articles about the online finance industry. Steven is an active fintech and crypto industry researcher and advises blockchain companies at the board level. Over the past 20 years, Steven has held numerous positions within the international forex markets, from writing to consulting to serving as a registered commodity futures representative.

E*TRADE Review 2024: Pros & Cons (91)

Blain Reinkensmeyer

Blain Reinkensmeyer has 20 years of trading experience with over 2,500 trades placed during that time. He heads research for all U.S.-based brokerages on StockBrokers.com and is respected by executives as the leading expert covering the online broker industry. Blain’s insights have been featured in the New York Times, Wall Street Journal, Forbes, and the Chicago Tribune, among other media outlets.

E*TRADE: *Other fees apply.

E*TRADE Review 2024: Pros & Cons (2024)
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