Ally Invest vs E*Trade Comparison: Fees, Features, and More (2025)

Ally Invest and E*Trade are two leading discount brokerages offering commission-free stock and ETF trading. Use this head-to-head comparison table to evaluate fees, features, trading tools, and account options to help you decide which broker is right for you in 2025.

Head-to-Head Comparison: Ally Invest vs E*Trade (2025)
Feature Ally Invest E*Trade
Website https://www.ally.com/invest/ https://us.etrade.com/home
Broker Type Discount Full-Service
Trading: Stock & ETF? Yes Yes
ETF & Stock commission No fee No fee
Fractional Shares? No No
Percent Allocations? No No
Crypto Trading? No No
Crypto Fees not applicable not applicable
Options Trading? Yes Yes
Options Fee 50 cents 50 to 65
Bond Trading Available? Yes Yes
Pays for Order Flow (PFOF)? Yes Yes
Interface: Web trading? Yes Yes
Desktop trading? No Yes; E*TRADE Pro
API Trading? Yes; Ally Invest API Yes; E*TRADE Developer Platform
Mutual Funds: Offered? Yes Yes
Total Mutual Funds Over 12,000 Over 6,000
NTF Mutual Funds Over 8,000 Over 4,300
Non-NTF Fund Fee $9.95 $50
Early Redemption Fee? Yes No
Redemption Hold (Days) 30 days 0
Early Redemption Fee $9.95 $50
Accounts: Margin Accounts? Yes Yes
IRAs Offered? Yes Yes
HSAs Offered? No No
Money Market Sweep? No No
CDs Offered? Yes Yes
Robo-Advisor: Offered Yes Yes
Robo-Advisor Service Ally Invest Managed Portfolios Core Portfolios
Robo-Advisor Fes 0.00% to 0.30% 0.30%
Basics: Headquarters Charlotte, NC New York, NY
Year Founded 2005 1996
Clearing Firm Apex Clearing Morgan Stanley
Local Branches? No Yes, about 30 locations
New Account Minimum $0 $0

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