E*TRADE Financial Corporation Overview
Pro stress-test →E*TRADE is an investment brokerage and electronic trading platform that operates as a subsidiary of Morgan Stanley. The company provides brokerage and related products and services for traders, investors, registered investment advisors (RIAs), and stock plan administrators and participants. E*TRADE is a core player in retail investing, managing significant self-directed assets and expanding into new markets including cryptocurrency.
Strategic Profile
Pro stress-test →As of 2025, E*TRADE's self-directed channel held $1.67 trillion in client assets. In September 2025, Morgan Stanley announced plans to offer cryptocurrency trading through E*TRADE in the first half of 2026, with offerings expected to include Bitcoin, Ethereum, and Solana. The company operates three trading platforms including E*TRADE Web for mainstream investors, Power E*TRADE for advanced traders, and Power E*TRADE Pro, a desktop platform launched in July 2025.
Competitive Landscape
Pro stress-test →E*TRADE competes in the retail brokerage market against established players like Charles Schwab, Fidelity, and Robinhood, as well as newer digital-first brokers. As of June 2026, E*TRADE trades at a market cap of $10.89B with a P/E ratio of 14.30. Its position as a Morgan Stanley subsidiary provides institutional backing and integration opportunities while facing headwinds from rising competition in zero-commission trading.
Industry Context
E*TRADE Financial Corporation operates in Retail stock brokerage and trading platforms.
Key facts
Founded: 1992 · Headquarters: New York City, US · Revenue: $2.86B · Market cap: $10.89B