etrade.com

November 20, 2025

What etrade.com Is (E*TRADE Explained)

E*TRADE is the online financial services platform behind etrade.com, one of the long-established brokerage firms in the United States. It’s not just a static website — it’s the main portal where individual investors can open accounts, trade securities, manage retirement savings, and access research and tools to make investing decisions.

At its core, E*TRADE is an online brokerage. That means it gives people the ability to buy and sell financial assets like stocks, ETFs, options, mutual funds, bonds and more — all through an electronic platform accessible in your web browser or via mobile apps.

The business itself traces back to the early 1980s, during the dawn of electronic trading. Two founders started what became E*TRADE by pioneering online order execution for regular investors. It grew through the decades into a major player in the self-directed investing world.

Today, etrade.com is the gateway into the broader services offered by E*TRADE from Morgan Stanley. That means it’s part of a larger financial services ecosystem that includes brokerage accounts, banking products, retirement planning, and research tools.

How the Platform Works

When you visit etrade.com, you’ll see a mix of marketing, account-opening pathways, menus for investment products, and tools to help you manage money. The key components include:

  • Account Types: Brokerage accounts, retirement accounts (IRAs), managed portfolios, and banking products.
  • Trading: You can trade securities online or through E*TRADE’s mobile apps. The site links to the platforms where you actually submit trades.
  • Investing Choices: Stocks, options, ETFs, mutual funds, futures, bonds, and other instruments.
  • Research & Tools: Market data, analyst reports, insights from Morgan Stanley, educational content, and planning guidance.

Most basic trades — such as buying or selling U.S.-listed stocks online — are offered with $0 commissions. That doesn’t mean the platform is cost-free — options trades usually carry a small per-contract fee, and certain types of products have their own pricing structures.

E*TRADE’s Place in Finance Today

E*TRADE was acquired by Morgan Stanley in 2020 and now operates as a subsidiary under that larger brokerage and wealth management firm. This means etrade.com isn’t just a standalone trading site anymore; it’s part of a bigger financial services operation with deeper research, banking capabilities, and access to financial advisors.

This has practical implications for users. For example:

  • The platform gets access to Morgan Stanley’s equity research and market insights.
  • Investment products and services are often integrated with broader banking or advisory offerings.
  • Users can combine self-directed trading with managed portfolios or financial planning services if they want a more hands-off approach.

In the context of online brokerages overall, ETRADE is considered one of the legacy firms — a pioneer that helped make retail trading mainstream decades ago. Today, it competes with other major brokers like Charles Schwab, Fidelity, and Interactive Brokers. Independent reviews note that ETRADE is solid in terms of trading tools and research, even if it’s not always the lowest-cost option for every investor.

Who Uses E*TRADE

People who generally find E*TRADE useful include:

  • Self-directed investors who want control over their own trades and portfolio choices.
  • Beginners and intermediate investors looking for a range of investment options with user-friendly interfaces.
  • Retirement savers who want IRA options and planning tools.
  • Traders who want research and analytics — E*TRADE has historically been recognized for strong research resources.

That said, the platform isn’t perfect. User reviews online are mixed. Some customers praise the tools and app experience, while others complain about customer service or specific account issues.

Fees and Costs on E*TRADE

Here’s a snapshot of how E*TRADE structures costs:

  • $0 commissions for online U.S.-listed stock, ETF, and mutual fund trades.
  • Options fees typically around $0.65 per contract, dropping for high-volume traders.
  • Broker-assisted trades and some specialized services have higher fees.
  • Certain transfer or closure fees may apply if you liquidate or move accounts.

Investors should read the full pricing and rates section on etrade.com before opening an account, as fees can vary by product and use case.

Platforms and Tools

E*TRADE offers several tools for investors:

  • Web Interface: The primary platform accessible via etrade.com.
  • Mobile Apps: Trade, monitor positions, and manage your account from a phone or tablet.
  • Power E*TRADE Pro: A desktop-style platform with advanced features for active traders, including deeper market data and customizable layouts.
  • Education & Research: Articles, videos, webinars, and market commentary to help investors make informed decisions.

Products You Can Invest In

E*TRADE lets users trade a wide range of financial instruments:

  • Stocks and ETFs of U.S. and international companies.
  • Options contracts for strategies beyond simple buys and sells.
  • Mutual funds including no-transaction-fee funds.
  • Bonds and fixed income products.
  • Futures contracts and more sophisticated instruments for advanced traders.

Safety and Regulation

ETRADE operates under U.S. financial regulations and is a member of relevant industry bodies. Investments carry risk, and value can decline. ETRADE also offers protections like limited liability for unauthorized account use, though terms apply.

Key Takeaways

  • etrade.com is the online portal for a major U.S. brokerage and financial services platform.
  • E*TRADE offers a full suite of investment products, trading tools, and planning resources.
  • Basic trading for U.S. securities is commission-free, but some fees still apply.
  • It’s part of Morgan Stanley, giving it access to broader research and capabilities.
  • User reviews are mixed — strong tools but occasional customer service complaints.

FAQ

What can I do on etrade.com?
You can open brokerage and retirement accounts, trade investments, access research and educational materials, and manage financial products through the site.

Is trading free on E*TRADE?
Many common trades like U.S. stocks and ETFs are $0 commission, but fees may apply for options or broker-assisted trades.

Who owns E*TRADE now?
E*TRADE is a subsidiary of Morgan Stanley after its acquisition in 2020.

Is E*TRADE good for beginners?
Yes. E*TRADE is considered approachable for new investors, though some alternatives might offer lower fees or different tools.

Where is etrade.com based?
The company is headquartered in the United States, with roots dating back to Palo Alto and a long history since 1982.