What sets us apart
Empowering investors is in our DNA
Putting clients first is what drives us. From day one, we’ve never stopped innovating for you.
1982
An idea is born
It all started with our founders, William Porter and Bernard Newcomb, and one big idea—to give everyone the ability to access the markets and trade stocks from a personal computer. After meeting at a party in Silicon Valley, Bill and Bernie set this idea into motion and E*TRADE (then called TradePlus) was founded.
1983
The click heard 'round the world
The first online trade using early E*TRADE technology was placed on July 11, 1983, by a dentist in Michigan, a groundbreaking milestone at a time when accessing the markets meant checking the morning newspaper for yesterday’s stock quotes and paying high commissions to transact through a broker. E*TRADE not only turned that notion on its head but reinvented an entire category in the process.
1996
Accelerating at warp speed
In August 1996, E*TRADE goes public, further cementing itself as a destination for self-directed traders and investors.
2008
E*TRADE goes mobile
E*TRADE introduces the first mobile trading app in the online brokerage industry, enabling trading anytime, anywhere, and once again transforms how investors engage with the markets.
2019
Goodbye, commissions
E*TRADE continues to raise the bar by lowering fees—introducing $0 commissions for stocks, options, ETFs, and ultimately mutual funds. Other fees apply including options contract fees.1
2020
An exciting new chapter begins
E*TRADE joins Morgan Stanley—an industry leader in wealth management—offering innovative, easy-to-use digital investing backed by global resources and the expertise of Morgan Stanley’s 90-year financial legacy.
2025
Our heritage of innovation continues
As E*TRADE from Morgan Stanley, we continue to shape the future with integrated research from Morgan Stanley, state-of-the-art Power E*TRADE Pro platform, new investment opportunities like No Fee Index Funds, and more.
New to Investing
Active Trading
Long-term Investors
Savers and Borrowers
Workplace Plan Participants
Advice Seekers
More of what sets E*TRADE apart
Thought leadership
Expert research and insights from Morgan Stanley
Awards & recognition
Award-winning solutions recognized for excellence
Knowledge & education