E*TRADE from Morgan Stanley

What it is

E*TRADE from Morgan Stanley is a US-based online brokerage and one of the pioneers of electronic trading for individual investors. It was founded in 1982, back when placing a stock trade from a personal computer was a novelty. Since 2020 it has operated as part of Morgan Stanley, the global financial services firm, which acquired it and folded it into its wealth management business.

The firm is headquartered in Arlington, Virginia. It kept its own brand, website, and trading platforms after the acquisition, and it continues to serve self-directed investors under the E*TRADE name. Being part of Morgan Stanley connects E*TRADE clients to the resources of a large wealth manager, including research and the option to work with a Morgan Stanley financial adviser.

E*TRADE offers two main trading experiences: the standard web and mobile platform for everyday investors, and Power E*TRADE, a more advanced platform with charting, screening, and options tools aimed at active traders. The firm also publishes educational content covering investing basics and trading strategies.

Who it serves

E*TRADE's core audience is the self-directed US investor who wants to manage their own portfolio online. That ranges from beginners opening a first brokerage or IRA account to experienced traders using the Power E*TRADE platform for options and technical analysis. The standard platform keeps everyday investing straightforward, while Power E*TRADE adds the charting and screening depth that frequent traders expect.

Retirement savers are another key group. E*TRADE offers Traditional and Roth IRAs alongside retirement planning tools, and its connection to Morgan Stanley gives retirement-focused clients a path to full-service advisory relationships if their needs grow beyond self-directed investing. Educational content on retirement topics supports savers planning decades ahead.

Because it sits inside Morgan Stanley's wealth management division, E*TRADE also serves as an entry point for investors who may eventually want professional advice. Clients can start self-directed and later transition to working with a Morgan Stanley adviser without moving their accounts to a different firm, which makes the platform a natural first step for younger investors building wealth over time.

Accounts and platforms

E*TRADE offers individual and joint taxable brokerage accounts, Traditional and Roth IRAs, SEP and SIMPLE IRAs for small business owners, custodial accounts for minors, and managed portfolio options for investors who want professional management. Clients can trade stocks, ETFs, mutual funds, options, and bonds within these accounts.

The standard E*TRADE website and mobile app cover account management, trading, and research for everyday investors. Power E*TRADE adds advanced charting with technical studies, options chains with strategy analysis, live market commentary, and customizable layouts for active traders. Both platforms include screeners for stocks, ETFs, mutual funds, and options, plus real-time quotes and watchlists.

Research and education are a stated strength of the firm. E*TRADE publishes articles, videos, and webinars on topics from investing fundamentals to options strategies, and its platforms surface analyst research and market data. Standard account features include dividend reinvestment, recurring investments, and consolidated statements that show all of a client's accounts in one view.

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