In this E*TRADE review, we look at its pricing, platforms, mobile app, and features to see whether this Morgan Stanley-owned broker still stands out.
In an age when commission-free brokers make a lot of noise, many people prefer to pay for excellent service. And likely choose a well-established broker like E*TRADE, instead of depending on a cheaper solution. That great customer service may explain why E*TRADE has been one of the top players in the online investing industry for a long time. It defines itself as an online discount brokerage ‘hybrid’ because it relies on customer service reps and accessible advisers for those who want the “human touch.”
What Is E*TRADE? (2026 Review)
Is E*TRADE any good as a broker? Even though they are an old-school broker, E*TRADE still has much to offer. Their trading platform is easy to use, has intuitive and simple investing tools, and offers great customer service.
With its Super Bowl ads, E*TRADE became one of the most recognizable names when it comes to investing online, particularly the ones that used to feature the famously cute baby (with a tinge of creepiness) talking with a male baritone voice.
Remember him? If you need to jog your memory or you’re just in need of a little bit of comic relief, YouTube is your friend.
Another reason why E*TRADE is a household name in the online investment industry is that it was an early player. In 1982, a two-person startup launched an electronic system for stockbrokers called TradePlus.
According to one of those two men, Bill Porter, who was 54 at the time (see, it’s never too late to start something new and exciting), started the project with his partner, Bernard A. Newcomb, to enable an individual with a personal computer to trade stocks from home.
In the beginning, this company was started with $15,000. In 1991, TradePlus became E*TRADE, a name now synonymous with online trading. As of today, E*TRADE Financial (E*TRADE stock symbol ETFC no longer trades) is an online trading giant for do-it-yourself investors. You are dealing with a trustworthy broker.
In 2020, Morgan Stanley acquired E*TRADE, and their stock went private. Now you have to trade $MS instead of ETFC.
Pros & Cons
- Pros
- Multiple financial services are provided
- Lots of trading tools are available on all platforms
- It is simpler to use than some of its competitors
- They offer fractional shares
- Core Portfolios allow investors to manage their portfolios with an automated advisory service
- Cons
- $500 minimum deposit amount
- A little costlier than many of its major competitors
- No direct cryptocurrency trading
E*TRADE Pricing (2026 Fees & Costs)
| Stocks, options, mutual funds, and ETFs | Options contracts | Futures contracts | Bonds and CDs (online secondary trades) |
|---|---|---|---|
| $0 | $0.65 - 50¢ with 30+ trades per quarter | $1.50 | $1.00 per bond - (minimum $10, maximum $250) |
You can visit E*Trade’s website for updated pricing here. (Updated 3/26).
Commissions & Fees Breakdown
E*TRADE offers a discounted fee to active traders who meet specific criteria. The fees charged by E*TRADE may vary depending on the type of service or transaction. It’s always a good idea to check their website for the most up-to-date fee schedule, which E*TRADE provides on its official website here.
The Pro platform is free if you make 30 trades per quarter. For advanced trading, E*TRADE offers the Pro Platform. The desktop software is jam-packed with tools. It includes a powerful strategy scanner. It even has backtesting capabilities.
The Pro platform is genuinely designed for the pros and the high-volume traders. It offers a higher level of customization that professionals may require. However, it is not free unless you meet some minimum requirements. Always be aware that there could be other fees with wire transfers, margin, international accounts, etc.
E*TRADE Features and Trading Platform
If you consider E*TRADE your broker, you’ll be happy to know they have intuitive trading portals. If you’re a beginner to stock trading, the E*TRADE platform can be as easy to learn as TD Ameritrade’s TOS and probably more accessible than Interactive Brokers’ TWS.
Also, E*TRADE Web, the browser-based platform at etrade.com, is ideal for less active traders. With streaming market data, real-time quotes, and market analysis, the web platform can track your accounts, create watch lists, and execute your trades. Moreover, passive investors in mutual funds and IRA accounts can check their investments as often as needed with this free solution.
Power E*TRADE also allows paper trading. So you are able to practice before going live!
Active Investor
For the active investor type that likes to stay on top of market movements, the OptionsHouse by E*TRADE is better suited. Don’t let the name fool you. The OptionsHouse trading platform is not only for options trading. Stocks, futures, index funds, and even crypto ETFs are available to trade.
Nonetheless, the OptionsHouse trading platform has a better reputation among options traders. It’s likely one of the reasons why E*TRADE bought the company a couple of years ago.
Mobile Apps (iOS/Android)
Did you know that E*TRADE has one of the best mobile trading platforms? ETRADE provides two mobile apps, the E*TRADE Mobile app and the Power E*TRADE app. These apps offer features such as trading stocks, bonds, ETFs, mutual funds, multi-leg options, access to Bloomberg TV, research, news, and more.
Our ETRADE review found that Power ETRADE delivers the perfect mix of advanced trading tools, fractional shares, and strong customer support that makes it great for both active and casual traders.
Awards and Recognition
E*TRADE has been making waves in the trading world. Just take a look at the reviews and ratings below.
- E*TRADE received the highest rating for Commissions & Fees, Investment Options, Platforms & Tools, Research, Mobile Trading, Education, and Ease of Use in the StockBrokers.com 2024 Annual Awards.
- NerdWallet’s review of E*TRADE in 2024 rated it 4.4 out of 5 for offering $0 commissions and strong trading platforms.
- Forbes Advisor rated them 3.6 out of 5 for their trading and automated investing tools.
- StockBrokers.com’s review of E*TRADE praised its “addictive” tools and features, outstanding web-based POWER E*TRADE platform for casual trading, and access to Morgan Stanley research.
E*TRADE Alternatives
- Fidelity Investments
- Charles Schwab
- Interactive Brokers (IBKR)
- Merrill Edge
- Robinhood
E*Trade Customer Reviews
E*Trade has approximately 664 customer reviews on Trustpilot with a 1.2 TrustScore (Bad as of March 2026).
Bottom Line: Is E*TRADE Worth It?
E*TRADE customers like its intuitive platforms and excellent customer service. If you need help with your trading activities, E*TRADE support will respond promptly. Because of that support, you’ll be in good hands with E*TRADE if you’re starting on the path to economic freedom. Who and what is E*TRADE for?
By offering advanced and easy-to-use features, E*TRADE offers decent options to experienced and new traders. E*TRADE is a leader in the industry for short-term trading and longer-term investments.
Our ETRADE review concludes that if you want a trusted, full-service broker with cutting-edge tools, excellent support, and zero-commission trades, ETRADE is still one of the most balanced platforms around.
Frequently Asked Questions
Without a doubt, E*TRADE is a trusted broker. Since E*TRADE is based in the United States, it's subject to the oversight of top-tier regulatory bodies like the SEC and FINRA.
Absolutely. E*TRADE is considered a legitimate and secure company with which to invest. They operate under strict regulations, have account insurance, and prioritize customer account safety. What's more, you're protected up to $500,000, double the typical amount of $250,000.
E-Trade emerged as one of the initial online discount brokers for retail investors. Even after 40 years, they remain one of the leading brokerages in the market. With E-Trade, you can access thousands of no-transaction-fee (NTF) mutual funds and the advantage of free commissions on stock and ETF trades.
Not every broker is perfect, including E*TRADE. Some common complaints are the lack of cryptocurrency trading, expensive mutual fund fees, and subpar customer service.
E*TRADE allows investors and traders to trade various securities, including stocks, mutual funds, ETFs, options, and futures. However, you can't trade cryptocurrencies.
