Etrade AUM

E*TRADE Assets Under Management (AUM) in 2024

E*TRADE total assets under management (custody). E*TRADE AUM: client assets and number of customers (user accounts).

E*Trade Assets Under Management

One of the smaller firms in the large-size category is E*Trade Financial, which incorporates both brokerage and banking activities. The company has 4,200 employees and 30 branch locations.

E*Trade has been acquired by Morgan Stanley and is no longer an independent company.

E*Trade had the following details:

Assets under management (retail) $420 billion
Assets under management (corporate) $380 billion
Revenue $2.86 billion
Number of customers 5.5 million
Number of corporate services accounts 2 million

E*Trade is a mid-size broker by AUM. However, it is extremely small when comparing total assets under management to Charles Schwab, who has $8.52 trillion in AUM and over 34.8 million customers.

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Review of E*Trade Brokerage

With few weaknesses and many strengths, E*Trade is head and shoulders above many of its competitors. This article will analyze the company in vital categories and see how it compares to other brokers in the investment world.

Bulls Point to...

Very good pricing. With new $0 equity commissions, E*Trade is hard (but not impossible) to beat.

Excellent trading tools. With two mobile apps, a browser platform, a desktop program, and even more, E*Trade’s software is top notch.

Good customer service. With many ways to reach a company associate, E*Trade customers have plenty of reason to stay put.

Bears Point to...

Unnecessary IRA fees. E*Trade has some unusual $25 IRA charges that other brokers don’t have.

Some investments aren’t available.

Robo-advisory services aren’t free.

Lacks a few technologies that other brokerage firms do have.

Customer Service

Etrade Customers Rating

E*Trade offers customer service 24/7, at least through certain channels. Phone and chat service are staffed around the clock. The broker’s network of branch locations provides more limited hours, which may vary from office to office. Typically, the brick-and-mortar sites are open during the weekday.

Although E*Trade’s website doesn’t have a robo chat function, we did find a human chat service; and during our trial of it, we received quick and competent help.

Etrade Customers review

And speaking of the website, there is a great self-help section on it. In the top-right corner, a “Customer Service” link makes an appearance. Clicking on it produces a new page filled with all sorts of tools. There is a branch locator, a tax center, a button for live chat, a document upload tool, and several links for all sorts of account updates. These include DRIP preferences, margin and options upgrades, checkbook reorders (more on that later), and an electronic form to send a wire.

Although E*Trade operates 30 brick-and-mortar locations, these do tend to be concentrated in America’s larger states.

Managed Account Services

Etrade Managed Account Rating

Although E*Trade is better known for its self-directed services, it does provide managed accounts. At the bottom end of the price range is a robo-advisory service that costs just 0.30% annually. This package does come with a $500 account minimum, which shouldn’t be too much for most investors.

The robo service begins with an online questionnaire. E*Trade promises just 5 minutes to complete it. The broker’s software analyzes answers and recommends an ETF portfolio ranging from conservative up to aggressive growth.

E*Trade does not manage its own ETF’s, so there are no E*Trade ETF’s in the program. Taxable accounts can use tax-sensitive funds.

In addition to its digital-advisory program, E*Trade also has traditional human advisors who can trade more than just ETF’s. Stocks and mutual funds are on tap, and we really like the ability to work with a real person one-on-one. Prices start at 0.90% with a $25,000 investment. You can compare to these rates to what the best priced financial advisors in your area charge.

Investment Vehicles

Etrade Investments Rating

In addition to low-cost ETF’s, self-directed traders can buy and sell over 2,000 ETF’s—the entire U.S. space. Also available are mutual funds, closed-end funds, futures contracts, stocks, fixed-income products, and options. And yes, futures include bitcoin futures.

E*Trade does not offer precious metals, warrants, foreign equities, cryptocurrencies, forex, or contracts for difference.

Research & Education

Etrade Research Rating

During our inspection of E*Trade’s resources, we found a good selection of learning materials. The broker’s website has articles and videos on a wide range of topics, including how to sell covered calls and the basics of technical analysis.

E*Trade offers screeners for options, stocks, mutual funds, ETF’s, bonds, and CD’s. We found them easy to use with lots of search criteria. For bonds, these include coupon rate, maturity date, CUSIP number, and market price.

Security profiles on the E*Trade site don’t disappoint, either. They offer analyst recommendations from TipRanks and others. Reports in pdf format can be downloaded at no cost. Recommendations from StreetInsider are shown as well.

Trading activity of top executives is shown on stock profiles, and this can be a good indication of what the future holds for a stock. News articles are shown from sources like Dow Jones and PR Newswire.


Etrade Pricing Rating

And what does E*Trade charge for its services? As it turns out, not much. E*Trade was at the front of the pack in the recent brokerage price war, which saw ETF and stock commissions drop all the way to $0. There is no base charge for option trades at E*Trade, either. The brokerage firm does charge $0.65 per contract. Active traders (defined as 30 trades or more per quarter) pay just $0.50.

Futures contracts are $1.50 per contract per side; although bitcoin contracts are a higher $2.50. Primary and secondary trades of U.S. Treasury debt are free. New issues of other bonds include a markup in the price. Non-Treasury bonds on the secondary market are $1 each with a $250 max and $10 minimum.

Paper statements are $2 each for taxable accounts. The broker sends them out for free for large accounts ($10,000 in assets minimum).

Brokerage accounts have no annual fees or closeout fees. E*Trade doesn’t impose a minimum balance, either.

Mobile Apps

Etrade App Rating

E*Trade customers can do a lot with two mobile apps. One is a trading app aptly called Power. While it is designed with trading in mind, the basic app also has some good trading tools. Combined, the two offer trading in stocks, options, futures, ETF’s, closed-end funds, and mutual funds.

Etrade Power review

The order ticket on Power comes with several order types, including trailing stop and trailing stop limit. E*Trade provides 8 time-in-force choices, one of the largest we have seen on a mobile app. They include FOK (fill or kill) and OPG (on the open).

Bloomberg TV streams free of charge on both apps. The basic one has mobile check deposit, bill pay, and funds transfer. Surprisingly, Level II quotes are on the basic app, not Power; and alerts and a watch list make mobile trading even better.

Etrade app review

Updated on 1/22/2024.

About the Author
Chad Morris is a financial writer with more than 20 years experience as both an English teacher and an avid trader. When he isn’t writing expert content for, Chad can usually be found managing his portfolio or building a new home computer.