# E*TRADE from Morgan Stanley

> E*TRADE is Morgan Stanley’s digital investing brand for individuals who want to trade, save for retirement, or use automated investment management. Its brokerage tools, Power E*TRADE platforms and Core Portfolios sit alongside banking from an affiliated bank and access to Morgan Stanley advice.

- **Founded:** 1982
- **Headquarters:** Arlington, United States
- **Founders:** William A. Porter (Co-founder), Bernard A. Newcomb (Co-founder)
- **Products:** E*TRADE brokerage, Power E*TRADE Pro, Core Portfolios, Retirement accounts, Banking through Morgan Stanley Private Bank, N.A.
- **Notable:** Early E*TRADE technology supported an online retail trade on July 11, 1983., Public listing in August 1996., Acquisition by Morgan Stanley completed October 2, 2020.

## Products & services

- **E*TRADE brokerage** — Self-directed securities investing through web and mobile tools, including stocks, ETFs, options, mutual funds and bonds.
- **Power E*TRADE Pro** — Downloadable active-trading workspace with multiple monitors, options analysis, charting and simulated trading.
- **Core Portfolios** — Automated ETF portfolio management with a $500 initial minimum and a 0.30% annual advisory fee, plus underlying fund expenses.
- **Retirement accounts** — Traditional, Roth and rollover IRAs and retirement-planning resources.
- **Banking through Morgan Stanley Private Bank, N.A.** — Savings, checking, CDs and eligible lending products from an affiliated bank.
- **Crypto spot trading** — Eligible clients can buy, sell and hold Bitcoin, Ethereum and Solana in linked zerohash accounts; July rollout pricing was 0.50% per transaction.

## Achievements

- Early E*TRADE technology supported an online retail trade on July 11, 1983.
- Public listing in August 1996.
- Acquisition by Morgan Stanley completed October 2, 2020.
- StockBrokers.com recognized its web trading platform and passive-investor offering in the 2026 awards.

## Latest updates

- **2026-07** — Completed crypto spot-trading rollout for eligible clients with zerohash; also announced fractional shares and a guided retirement-planning experience.
- **2026-05** — Current self-directed client agreement identifies Morgan Stanley Smith Barney LLC as the provider and took effect May 20.
- **2026-01** — Recognized in StockBrokers.com’s 2026 Annual Awards for web trading and passive investors.

## Links

- Website: https://etrade.com
- LinkedIn: https://www.linkedin.com/company/etrade
- Twitter/X: https://twitter.com/etrade
- YouTube: https://www.youtube.com/etrade
- Instagram: https://www.instagram.com/etrade_frommorganstanley/
- Facebook: https://www.facebook.com/ETRADE

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Published by YesPress — https://yespress.io
Last updated: 2026-10-23