We created this Ally Invest vs E*TRADE comparison review to help our readers decide with which broker to go. Both are good choices, so a head to head comparison between Alli Invest and E*TRADE is needed to make the final decision.
Ally Invest vs E*TRADE: Popularity
|Number of users (approximate)
|Website traffic (estimated)
|# results on web
|Search volume Google
|How popular on mainstream media?
|None, but Ally Bank has consistently received awards
|Best Web Platform 2020, Best Online Brokers 2019
E*TRADE is the more established and bigger broker with a huge number of customers compared to Ally Invest. Also their media exposure is higher with a bunch of niche and news outlets awarding them for their platform.
Ally Invest vs E*TRADE: User Rating
|# users rated on user platforms
|60 on TrustPilot, 1 on SiteJabber
|35 on TrustPilot, 107 on SiteJabber
|Percentage of positive reviews out of user reviews
|Helpful and secure.
|Fantastic trading platform, fast and reliable.
|Unreliable customer service.
|Customer service is terrible sometimes.
|Positive feedback on Twitter?
|Great research and tools.
|Good and easy to use platform
|Negative feedback on Twitter?
|The app is buggy
|Long waiting times for support and recurring downtime.
|App rating (summary)
|Almost 100 reviews with an average rating of 2.35 / 5
|130K reviews with an average rating of 4.15 / 5
The feedback online is another area where E*TRADE has the upper hand. Has a better positive percentage and a big difference in number of reviews
Ally Invest vs E*TRADE: Background Information
|$3.145B annual revenue for 2019
|CEO and bio
|Jeffrey J. Brown – Prior to being named CEO, Brown was president and CEO of Ally’s Dealer Financial Services business where he oversaw the company’s auto finance, insurance and auto servicing operations.
|Mike Pizzi – Over 12 years working in the company where he was also the CFO and Chief Risk Officer
|Number of employees
|Notable investors (private companies)
|E*TRADE was acquired by Morgan Stanley for $13B on Feb 20, 2020.
Both companies are public but we only found revenue data for E*TRADE so we can’t compare them on this aspect. But we can see that Ally Invest is the employer for a bigger number of people.
Ally Invest vs E*TRADE: Security
|New device extra security?
The standard features are available on both platforms so you can rest assure that your money are safe with them.
Ally Invest vs E*TRADE: Fees & Offering
|Account fixed fees
|ETF buying fees
|Stock buying fees
|Option buying fees
|Short selling fees
|Futures buying fees
|Future options buying fees
|Fixed income fees
|$1 per bond
|Mutual funds fees
Very similar in their fee structure, especially for the most commonly used tools. The only difference is the futures market where E*TRADE has fees and Ally Invest doesn’t.
Ally Invest vs E*TRADE: Trading App
|Android app # installs
|Android app # reviews
|iPhone app # reviews
|Android app rating
|2.3 / 5
|3.7 / 5
|iPhone app rating
|2.4 / 5
|4.6 / 5
|Common compliments on app
|App is responsive and fast.
|The app is user friendly, easy to navigate and make trades
|Common complaints on app
|App crashes a lot.
|Several log-in attempts before logging in
|Weighted average app rating
|2.35 / 5
|4.15 / 5
Ally Invest seems to not be interested in their clients using the trading app if we guide our opinion from the app stores reviews and number of downloads. E*TRADE is the clear winner here. No debate needed.
Overall, seems like clear winner from this Ally Invest vs E*TRADE comparison is the latter. E*TRADE is more present in the market and has been for a long time, and that is clearly shown by its brand recognition in online.