E*TRADE
E*TRADE from Morgan Stanley is a pioneer in the online brokerage industry. Since its founding in 1982, E*TRADE has been at the forefront of the digital revolution, focused on delivering complete and easy-to-use solutions for traders, investors and stock plan participants. The company is founded on the principle of innovation, and aims to enhance the financial independence of traders and investors through a powerful digital offering. E*TRADE provides an electronic trading platform for both beginner and experienced traders who want to buy and sell financial assets like common stock, preferred stock, futures contracts, mutual funds, options, fixed-income investments, and exchange-traded funds.
Associated People
2005 - present
1999 - 2015
2012 - 2012
2000 - 2008
2007 - 2007
1997 - 1999
ABOUT E*TRADE
E*TRADE was one of the original online discount brokers and remains one of the top brokerages in the industry for both active traders and long-term buy-and-hold investors.
The platform offers securities products and services, commodity futures and options on futures products and services, managed account solutions, bank products and services, and RIA custody solutions.
It also offers a full suite of digital banking services, including direct integration with brokerage accounts, checking and high-yield savings accounts, significantly accelerating Morgan Stanley’s digital banking efforts.
In 2020, Morgan Stanley completed its acquisition of E*TRADE in a $13 billion all-stock deal. It now operates as a division of the investment bank but maintains a consumer-facing identity focused on online trading.
TRADING PLATFORMS
E*TRADE Web & Mobile.
User-friendly platforms suitable for beginners and intermediate traders, offering real-time quotes, customizable watchlists, and standard charting tools.
Power E*TRADE.
Designed for active traders, this platform provides advanced charting with over 145 studies, technical pattern recognition, and risk/reward analysis tools.
Power E*TRADE Pro.
A new desktop platform currently in pilot phase, aiming to offer up to 120 customizable tools across six screens, targeting the most active traders.
POWER E*TRADE TOOLS
Technical Pattern Recognition.
Tracks support, resistance, and key events to identify potential value shifts.
Advanced Charting Tools.
Offers customizable charts with indicators like MACD to spot unusual price behavior.
Strategy Optimizer.
Suggests tailored strategies based on your trading criteria and goals.
Options Analytics.
Simplifies options trading with tools like profit-loss diagrams and options chains.
Real-Time Market Insights.
Delivers live news, analyst reports, and market updates to keep you informed.