E*trade

E*TRADE operates as a Morgan Stanley subsidiary, so its standalone public-company disclosures and direct investor reporting ended after the 2020 acquisition.

The brand also competes against larger full-service brokers that bundle advisory, banking, and branch support in one relationship.

E*TRADE targets retail investors seeking low-cost self-directed trading, retirement savings, and integrated cash management. Morgan Stanley has positioned the brand to expand digital wealth offerings and younger self-directed customer segments.

Announced 2026 cryptocurrency trading and proprietary zero-expense index funds signal continued product expansion within Morgan Stanley wealth management.

E*TRADE remains a customer-facing digital brokerage brand within Morgan Stanley after the completed 2020 acquisition.

The platform targets self-directed retail investors while Morgan Stanley integrates the franchise into its broader wealth-management and workplace-equity businesses.

E*TRADE competes on zero-commission trading for U.S.-listed stocks, ETFs, and options, with additional revenue from payment for order flow, margin interest, and premium platform features.

The brand has also introduced proprietary zero-expense-ratio index funds available exclusively to brokerage clients.

E*TRADE from Morgan Stanley offers self-directed brokerage accounts, retirement plans, managed portfolios, and integrated banking products. Clients can trade stocks, ETFs, options, mutual funds, bonds, and futures through web and mobile platforms.

The product lineup also includes workplace equity-plan administration through Morgan Stanley at Work and banking services offered through Morgan Stanley Private Bank.