
E*TRADE is owned by Morgan Stanley (NYSE: MS), which acquired the pioneering online brokerage in October 2020 for approximately $13 billion. Founded in 1982 as TradePlus and credited with executing one of the first online stock trades in 1983, E*TRADE operates as E*TRADE from Morgan Stanley, offering self-directed brokerage, Power E*TRADE trading, managed portfolios, and banking integrated with Morgan Stanley's wealth management platform.
Parent Company
Acquired
2020
Status
Publicly Traded
Headquarters
| Brand | Parent Company | Ownership Type |
|---|---|---|
| E*TRADE | Morgan Stanley | Wholly owned |
E*TRADE began as TradePlus, founded in 1982 by Bill Porter and Bernie Newcomb in Palo Alto, California. The company executed what is credited as one of the first online stock trades in 1983, and became E-Trade Group in the 1990s as it rode the dot-com-era explosion in self-directed investing. Its aggressive Super Bowl advertising and "boot your broker" messaging made it the defining brand of the online trading era.
After peaking in the early 2000s, E*TRADE struggled through the 2008 financial crisis due to mortgage and banking losses at its banking subsidiary, requiring recapitalization. It rebuilt through the 2010s as a focused brokerage and banking platform, competing against Charles Schwab, TD Ameritrade, Fidelity, and emerging zero-commission platforms like Robinhood.
Morgan Stanley announced the $13 billion acquisition in February 2020 and closed October 2, 2020. The deal combined Morgan Stanley's advisor-driven wealth management with ETRADE's 5.2 million self-directed retail accounts and digital platform, creating a channel through which retail clients could graduate to advisor relationships. The brand now operates as ETRADE from Morgan Stanley, integrated with Morgan Stanley at Work and Morgan Stanley Private Bank.
What does Morgan Stanley own?
Morgan Stanley owns a portfolio of financial services businesses including investment banking (M&A advisory, underwriting, trading), wealth management (brokerage, financial planning), and investment management (asset management). The company's major brands include Morgan Stanley (primary institutional and wealth management), E*TRADE (digital retail brokerage, acquired in 2020), and Eaton Vance (investment management, acquired in 2021). The firm manages approximately $8.2 trillion in total client assets.
Is Morgan Stanley publicly traded?
Yes, Morgan Stanley is publicly traded on the New York Stock Exchange under the ticker symbol MS. The company has a broad institutional and retail shareholder base with no single controlling shareholder. Major institutional shareholders include Vanguard Group, BlackRock, and State Street. The company is a constituent of the S&P 500 index.
Who founded Morgan Stanley?
Morgan Stanley was founded on September 16, 1935, by Henry S. Morgan and Harold Stanley in New York City. The firm was established following the Glass-Steagall Act of 1933, which required commercial banks to separate their investment banking operations. Henry S. Morgan was the grandson of J.P. Morgan, and the new firm continued the securities business that had been conducted within J.P. Morgan & Co.
Where is Morgan Stanley headquartered?
Morgan Stanley is headquartered at 1585 Broadway in Midtown Manhattan, New York City, New York, USA. The company maintains major offices in London, Tokyo, Hong Kong, and other global financial centers to serve its international client base across more than 40 countries.
What is Morgan Stanley's revenue?
Morgan Stanley reported FY2025 net revenues of $69.9 billion, up 13% from $61.8 billion in FY2024. Net income was $14.3 billion, with diluted EPS of $8.05 and ROTCE of 18.8%. For Q2 2026, net revenues were $18.0 billion, up 18% year over year, with net income of $3.8 billion and diluted EPS of $2.14.
Who is Morgan Stanley's CEO?
Ted Pick has served as CEO of Morgan Stanley since January 2024, succeeding James Gorman who became Executive Chairman. Pick previously served as Co-President and head of the Institutional Securities division. Under his leadership, the firm has reported record revenues in both FY2024 and FY2025, with Q2 2026 ROTCE of 20.3% exceeding the firm's medium-term target.
Is Morgan Stanley different from Goldman Sachs?
Yes, Morgan Stanley and Goldman Sachs are both leading investment banks but have different business models. Morgan Stanley has a larger wealth management business with approximately $8.2 trillion in total client assets, providing more stable, fee-based revenue compared to Goldman Sachs' more trading-intensive business mix. This difference in business composition has historically resulted in Morgan Stanley trading at higher valuation multiples relative to earnings.
E*TRADE operates under Morgan Stanley's corporate sustainability framework, including responsible-investing product shelves, ESG fund access, and net-zero commitments. The platform provides retail access to sustainable investing options screened through Morgan Stanley's research.
ETRADE's platforms, particularly Power ETRADE, have received consistent recognition from Kiplinger's, StockBrokers.com, and NerdWallet for options trading and research tools. The brand won multiple "best for options traders" designations in industry broker rankings.
2008 Financial Crisis: E*TRADE's banking subsidiary suffered catastrophic mortgage losses during the financial crisis, nearly collapsing the firm and forcing recapitalization that permanently diluted shareholders.
2021 Payment for Order Flow Scrutiny: Like Robinhood and other brokers, E*TRADE drew scrutiny for payment-for-order-flow revenue during the meme-stock trading surge, alongside SEC rule debates about execution quality.
Integration Complaints: Morgan Stanley's integration produced periodic customer complaints about account migration friction, platform changes, and the phasing out of certain legacy E*TRADE features.
Data Breach: A 2017 to 2018 era breach affecting tens of thousands of accounts contributed to regulatory attention on the platform's security, though the incidents predated the Morgan Stanley acquisition.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Charles Schwab | USA | 1971 | Mass market | United states | All Genders | |
| Citi | USA | 1812 | Mass market | United states | All Genders | |
| Bank Of America | USA | 1914 | Premium | United states | Unisex | |
| Northwestern Mutual | USA | 1857 | Mass market | United states | All-ages | |
| Charles Schwab | USA | 1999 | Premium | United states | All Genders | |
| Trading 212 | United Kingdom | 2016 | Mass market | Europe | All Genders |
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American brokerage and wealth management brand serving 38.5 million active accounts and $11.90 trillion in client assets, flagship of The Charles Schwab Corporation.
Finance FintechOwned by Citigroup Inc.
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InsuranceOwned by The Northwestern Mutual Life Insurance Company
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Finance FintechOwned by The Charles Schwab Corporation
Professional-grade trading platform created in 1999, owned by Charles Schwab since the 2020 TD Ameritrade acquisition and used by active traders for options, futures, and equities.
Finance FintechOwned by Trading 212
UK-based commission-free trading platform offering stocks, ETFs, and crypto to over 4.5 million clients across Europe.
Market Positioning: E*TRADE competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Finance FintechOwned by The Charles Schwab Corporation
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Charles Schwab operates independently without a large parent corporation.
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