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We tapped into the expertise of a former day trader and a financial commentator (with 20 years of trading experience) to grade 13 of the best online stock trading sites. To find our top picks, we analyzed pricing structures, dug into research and tools, and took every platform for a spin. Upfront: There is no one best online stock broker. Each has its own strengths and suits different types of investors and different investment strategies. We’ll help you find the best for your style and experience.
How We Found The Best Online Stock Trading Sites
It’s a tumultuous time for online stock brokers. The players have largely remained the same, but between significant cuts in commissions and a few major acquisitions (E*TRADE acquired OptionsHouse; TD Ameritrade and Scottrade merged; Ally Invest now lives under Ally Bank), the competition is on its toes. We leveraged seasoned expertise to dig into 13 of the most popular online stock trading sites; here's what we found important.
It’s a tumultuous time for online stock brokers. The players have largely remained the same, but between significant cuts in commissions and a few major acquisitions (E*TRADE acquired OptionsHouse; TD Ameritrade and Scottrade merged; Ally Invest now lives under Ally Bank), the competition is on its toes. We leveraged seasoned expertise to dig into 13 of the most popular online stock trading sites; here's what we found important.
Low overhead is key
Different investors are going to prioritize different things. A day trader, for example, requires speed and flexibility. A first-time trader may value educational resources and reliable customer support. But one thing every trader should care about is cost. Not paying attention to investment expenses is like revving your car engine while filling it with gas. That's why we spent a lot of time balancing price with what each site offered.
Affordable pricing structures
Commissions are typically an investor’s largest expense. In 2016, an unassisted transaction fee averaged about $8. Since early 2017, competitive brokers including Fidelity, E*TRADE, and TD Ameritrade trade for as low as $4.95. The number of commission-free ETFs a broker offers also come into play.
Overall commission costs can also be affected by new customer promotions. Brokers may give you a chunk of free trades, based on your deposit amount. If your deposit can get you a substantial number of free trades, that can write off otherwise higher per-commission costs. Ally Invest offers small incentives for deposits as low as $500. Fidelity Investments, meanwhile, has a higher barrier for entry — it takes a $50,000 deposit, but then you'll get 300 free trades.
Different investors are going to prioritize different things. A day trader, for example, requires speed and flexibility. A first-time trader may value educational resources and reliable customer support. But one thing every trader should care about is cost. Not paying attention to investment expenses is like revving your car engine while filling it with gas. That's why we spent a lot of time balancing price with what each site offered.
Affordable pricing structures
Commissions are typically an investor’s largest expense. In 2016, an unassisted transaction fee averaged about $8. Since early 2017, competitive brokers including Fidelity, E*TRADE, and TD Ameritrade trade for as low as $4.95. The number of commission-free ETFs a broker offers also come into play.
Overall commission costs can also be affected by new customer promotions. Brokers may give you a chunk of free trades, based on your deposit amount. If your deposit can get you a substantial number of free trades, that can write off otherwise higher per-commission costs. Ally Invest offers small incentives for deposits as low as $500. Fidelity Investments, meanwhile, has a higher barrier for entry — it takes a $50,000 deposit, but then you'll get 300 free trades.