If you want to trade “futures” (agreements to buy or sell assets in the future), Ally Invest isn’t an option. That’s not unusual for an online stock broker — neither Robinhood, Vanguard, nor Fidelity offer futures trading — but you can do it with some of our other top picks, including E*TRADE, Charles Schwab, Interactive Brokers, and TD Ameritrade.
Unlike most online stock trading platforms, Robinhood doesn’t charge a commission fee every time you buy or sell stocks, ETFs, or options. If you’re a high-volume trader, or a beginner without much cash to spare, that makes Robinhood an attractive alternative to the $5 to $7 fees per trade offered by competitors. However, Robinhood does rake in “payment for order flow” by rounding regulatory fees up to the nearest penny and pocketing the difference. “That means if you buy a stock for $100.00, Robinhood earns 2.6 cents from the market maker,” says co-founder and co-CEO Vlad Tenev, whereas “other brokerages earn rebates and charge you a per-trade commission fee.”
Securities products and services offered by E*TRADE Securities LLC. Member FINRA/SIPC. Investment advisory services offered by E*TRADE Capital Management, LLC, a Registered Investment Adviser. Commodity futures and options on futures products and services offered by E*TRADE Futures LLC, Member NFA. Bank products and services offered by E*TRADE Bank and E*TRADE Savings Bank, both federal savings banks and Members FDIC. Stock plan administration solutions and services offered by E*TRADE Financial Corporate Services, Inc. All separate but affiliated subsidiaries of E*TRADE Financial Corporation.
Books provide a wealth of information and are inexpensive compared to the costs of classes, seminars, and educational DVDs sold across the web. Here on the site we have a full list of 20 great stock trading books for investors to consider. My personal all-time favorite is How to Make Money in Stocks by William O’Neil, founder of CANSLIM Trading which is pictured below.
E*TRADE credits and offers may be subject to U.S. withholding taxes and reporting at retail value. Taxes related to these credits and offers are the customer’s responsibility. Offer valid for one new E*TRADE Securities non-retirement brokerage account opened by 12/31/2019 and funded within 60 days of account opening with $10,000 or more. Cash credits for eligible deposits or transfers of new funds or securities from accounts outside of E*TRADE will be made as follows: $1,000,000 or more will receive $2,500; $500,000–$999,999 will receive $1,200; $250,000–$499,999 will receive $600; $100,000–$249,999 will receive $300; $25,000–$99,999 will receive $200. New funds or securities must: be deposited or transferred within 60 days of enrollment in offer, be from accounts outside of E*TRADE, and remain in the account (minus any trading losses) for a minimum of six months or the credit may be surrendered. The credit will appear in your account within one week of the close of the 60-day window. Multiple deposits made to eligible accounts will be aggregated and will receive a credit on a pro-rata basis once the new account has been funded with at least $10,000. An account funded within 60 days of account open, with a minimum deposit of $10,000 will receive up to 500 commission-free stock and options trades executed within 60 days of the deposited funds being made available for investment in the new account (excluding options contract fees). You will pay $6.95 for your first 29 stock or options trades (plus 75¢ per options contract) and $4.95 thereafter up to 500 stock or options trades (plus 50¢ per options contract). Your account will be credited for trades within a week of the executed trade, after paying the applicable commission charge. You will not receive cash compensation for any unused free trade commissions. Excludes current E*TRADE Financial Corporation associates, non-U.S. residents, and any jurisdiction where this offer is not valid. This offer is not valid for retirement or E*TRADE Bank accounts. One promotion per customer. E*TRADE Securities reserves the right to terminate this offer at any time. Must be enrolled by December 31, 2019, the offer expiration date.
How much money should I invest in stocks? If you’re investing through funds — have we mentioned this is our preference? — you can allocate a fairly large portion of your portfolio toward stock funds, especially if you have a long time horizon. A 30-year-old investing for retirement might have 80% of his or her portfolio in stock funds; the rest would be in bond funds. Individual stocks are another story. We’d recommend keeping these to 10% or less of your investment portfolio.
Thinkorswim, on the other hand, is a powerhouse designed for the advanced. This desktop application regularly racks up awards for its superior tools and features, things any other broker would charge a premium for — research reports, real-time data, charts, technical studies. Also included: customizable workspaces, extensive third-party research, a thriving trader chat room, and a fully functional mobile app.

Devote no more than 10% of your portfolio to trading. Even if you find a talent for investing in stocks, allocating more than 10% of your portfolio to individual stocks can expose your savings to too much volatility. Other ground rules to manage risk: Invest only the amount of money you can afford to lose, don’t use money that’s earmarked for near-term, must-pay expenses (like a down payment on a house or car, or tuition money) and ratchet down that 10% if you don’t yet have a healthy emergency fund and at least 10% of your income funneled into a retirement savings account.
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If you trade stock regularly, you might find yourself accidentally violating the dreaded wash-sale rule. This means you've sold shares of stock and then bought the same or similar shares shortly thereafter. This can cost you huge tax penalties. With a little planning, you can avoid this fate and still enjoy trading stocks aggressively with a little planning. 
Fidelity’s platform wins for user-friendly design, with tools to help take the guesswork out of finding funds and nosing out strategies. Fidelity’s platform lets you explore your options with a slick and intuitive design, complete with color-coded rankings and charts that call out what’s important. You can sort stocks by size, performance, and even criteria like sales growth or profit growth. Want to sort ETFs by the sectors they focus on or their expenses? Done. There’s even a box to check if you want to explore only Fidelity’s commission-free offerings. A few other discount brokers do offer screeners, but none match Fidelity’s depth and usability.
The 2010s have been a boom era for online stock brokers. According to Statista, between 10% and 15% of all U.S. adults used an online broker at least once in 2018. While some major brokerages have remained the same (Charles Schwab), others have gone through mergers and acquisitions (E*TRADE acquired OptionsHouse; TD Ameritrade and Scottrade merged; TradeKing is now Ally Invest), and a new generation of millennial-focused brokers (like Robinhood and Acorns) has kept the old guard on its toes by lowering commission rates and minimum deposits. After digging into 25 trading platforms, here are the factors that set our top picks apart from the crowd.
At $4.95 per trade, with no inactivity charge and a $50 full outgoing transfer fee, Ally Invest’s fee structure is about as low as you'll find. Even though a rash of brokers dropped their commissions in 2017 to be competitive with Ally Invest’s $4.95 flat rate, Ally keeps its edge with a zero account minimum and enticing discount for active investors — equity trades drop to $3.95 for users with 30-plus trades each quarter or a balance of $100,000.
While E*TRADE’s baseline fees are a little high ($6.95 for stocks/ETFs, $6.95 plus 75 cents per contract for options) compared to Ally Invest, Charles Schwab, and Fidelity, E*TRADE does offer volume discounts. If you make more than 30 stock/ETFs trades per quarter, the fee drops to a very competitive $4.95, and if you trade more than 30 options per quarter, the contract fee goes down to 50 cents. That makes E*TRADE a good fit for active traders who keep a close eye on the market.
When it comes to research, Fidelity is in a league of its own. The intellectually curious can dive into research from more than 20 providers, including Recognia, Ned Davis, and McLean Capital Management. Fidelity’s Learning Center featured videos are organized by topic, but they don’t stop after explaining the concept; they also cover how to apply principles to your own Fidelity investments.
TD Ameritrade offers two best-in-class platforms, designed for two different types of investors. Both platforms are free to use for any investor with a TD Ameritrade account. The web-based Trade Architect, though often in the shadow of thinkorswim, is streamlined and easy to use. It will appeal to beginning investors or anyone who prefers a simplified educational interface. Its tab-based navigation lets users flip between trading tools and account overview, plus charts, stock screeners, heat maps, and more.
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With cutting-edge research tools and mobile apps, online stock trading is perfect for investors who want to strike out on their own with “self-directed trading” instead of paying fees for a managed portfolio. Whether you’re a first-time investor or an expert trader, you need a trading platform that’s user-friendly, trustworthy, and packed with data visualizations. To find the best online stock trading sites of 2019, we analyzed 25 of the most popular platforms and tapped into the expertise of a former day trader, a stock analyst, and a financial commentator with more than two decades of trading experience. In short, there is no single best online stock broker, but each of our top picks has its own strengths for different types of investors. We’ll help you determine the best fit for your investment goals and experience.
Finally, the other factor: risk tolerance. The stock market goes up and down, and if you’re prone to panicking when it does the latter, you’re better off investing slightly more conservatively, with a lighter allocation to stocks. Not sure? We have a risk tolerance quiz — and more information about how to make this decision — in our article about what to invest in.
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