SogoTrade vs Ally Invest Comparison: Fees, Features, and More (2026)

SogoTrade and Ally Invest 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 2026.

Head-to-Head Comparison: SogoTrade vs Ally Invest (2026)
Feature SogoTrade Ally Invest
Website https://www.sogotrade.com/ https://www.ally.com/invest/
Broker Type Discount (online self-directed) Discount (online self-directed brokerage)
Trading: Stock & ETF? Yes Yes
ETF & Stock commission $0 qualifying limit (100+ sh or ≥$2k principal, ≥$1/sh); $2.88 market/odd-lot/OTC $0 eligible US stocks/ETFs ($2+); $4.95 + $0.01/share if <$2
Fractional Shares? No No
Percent Allocations? No No
Crypto Trading? Yes, via Bakkt (individual non-retirement accounts; ~33 coins; all 50 US states, NY USDC restriction). No
Crypto Fees Greater of $1 or 1% of trade value (Bakkt); other account fees may apply. N/A
Options Trading? Yes. Yes
Options Fee $0 + $0.50 per contract online; $25 + $0.50 broker-assisted; plus ORF/OCC/regulatory fees. $0 commission + $0.50 per contract
Bond Trading Available? Yes, broker-assisted only ($30 + $1 per bond, $250 max) for Treasuries, corporates, CDs. Yes
Receives payment for order flow (PFOF)? Yes Yes
Interface: Web trading? Yes (SogoTrade Pro web platform and mobile app). Yes
Desktop trading? No No
API Trading? No No
Mutual Funds: Offered? Yes, broker-assisted only Yes
Total Mutual Funds Not verified Thousands (500+ fund families)
NTF Mutual Funds None Over 5,400
Non-NTF Fund Fee $25 broker-assisted $0 (no-load); fund loads otherwise
Early Redemption Fee? Not verified Yes (no Ally fee)
Redemption Hold (Days) not applicable Varies by fund (prospectus); no Ally broker hold period listed
Early Redemption Fee not applicable Fund-specific (often 0–2%); Ally $0 for no-load sales
Accounts: Margin Accounts? Yes Yes ($2,000 minimum equity required)
IRAs Offered? Yes Yes (Traditional/Roth/Rollover at Invest; SEP at Ally Bank)
HSAs Offered? No No
Money Market Sweep? No Yes (Apex FDIC bank sweep; 0% interest)
CDs Offered? No Yes (brokered CDs; $24.95 per transaction)
Robo-Advisor: Offered Yes Yes
Robo-Advisor Service Power Portfolios Robo Portfolios
Robo-Advisor Fees 0.75% 0% cash-enhanced (30% cash buffer) or 0.30% market-focused; ETF expenses extra
Basics: Headquarters New York, NY Charlotte, NC
Year Founded 1986 2017
Clearing Firm Apex Clearing Apex Clearing Corporation
Local Branches? No No
New Account Minimum unavailable $0

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