E*TRADE is a pioneering online brokerage now owned by Morgan Stanley, offering commission-free stock and ETF trading, options trading, managed portfolios, and banking services. The Power E*TRADE platform provides advanced tools for active and options traders. Morgan Stanley's acquisition integrates E*TRADE's retail clients with Morgan Stanley's wealth management capabilities.
E*TRADE carved its niche as an options-focused trading platform with strong tools for active traders. Under Morgan Stanley ownership, it benefits from institutional resources while maintaining its retail identity. Competition from Schwab/thinkorswim and Fidelity in active trading, and from Robinhood in the beginner segment, squeezes E*TRADE's traditional positioning.
Larger client base with the thinkorswim platform for active traders. Combined brokerage and banking ecosystem provides more comprehensive financial services than E*TRADE alone.
Superior research tools, zero-expense index funds, and the largest 401(k) administration business. Broader product suite for long-term investors beyond active trading.
Purpose-built for options and futures traders with unique probability-based analysis tools. Lower per-contract fees and a media network that educates traders on options strategies.
Morgan Stanley's ownership provides access to institutional research and wealth management. E*TRADE clients can access Morgan Stanley advisory services, creating an upgrade path from self-directed trading to managed wealth.
Power E*TRADE provides advanced options analysis, strategy builders, and risk visualization tools. This options focus retains sophisticated traders even as commission-free competitors compete for basic stock trading.
E*TRADE manages equity compensation plans for corporate employees, including stock options and RSU programs. This B2B channel introduces employees to E*TRADE's retail platform, driving organic account growth.
E*TRADE competes with Schwab (thinkorswim for active traders), Fidelity (research and retirement), and Tastytrade (options-first). Morgan Stanley ownership differentiates E*TRADE through institutional research access.
Both offer strong options platforms. Power E*TRADE provides intuitive options analysis, while Schwab's thinkorswim offers deeper customization. Thinkorswim is generally preferred by advanced traders; E*TRADE appeals to intermediate options traders.
E*TRADE is now owned by Morgan Stanley, acquired in 2020. It maintains its own brand and platform while integrating Morgan Stanley's research and advisory capabilities. The E*TRADE platform continues to operate independently.