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2026 Who Brands. All information is provided for educational purposes. Brand names and logos are trademarks of their respective owners.

  1. Home
  2. Brands
  3. Finance & Fintech
  4. E*TRADE
E*TRADE logo
Finance & Fintech

Who Owns E*TRADE?

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

Morgan Stanley

Acquired

2020

Status

Publicly Traded

Headquarters

New York City, New York, USA (Morgan Stanley)

E*TRADE Timeline

1935
Morgan Stanley

Parent company established in New York City, New York, USA

Company Founded
1982

E*TRADE

Founded by Bill Porter, Bernie Newcomb

Founded
2020
Acquired by Morgan Stanley

Morgan Stanley acquired E*TRADE

Acquired
mid rangemarket leaderUnited Statesall-consumersOfficial Website

Who Owns E*TRADE?

  • Parent Company: Morgan Stanley
  • Ownership Type: Wholly owned
  • Acquisition Year: 2020
  • Company Type: Publicly Traded
  • Stock Ticker: NYSE: MS
BrandParent CompanyOwnership Type
E*TRADEMorgan StanleyWholly owned

History of E*TRADE

  • Founded: 1982
  • Founders: Bill Porter, Bernie Newcomb
  • Acquired by Morgan Stanley: 2020

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.

About Morgan Stanley

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.

  • Founded: 1935
  • Headquarters: New York City, New York, USA
  • Company Type: Publicly Traded
  • Stock: NYSE: MS
  • Revenue: $69.9 billion (FY2025)
  • Employees: Approximately 80,000

Visit Morgan Stanley website

View full company profile for Morgan Stanley

Where Is E*TRADE Made / Based?

  • Headquarters: New York City, New York, USA (Morgan Stanley)

E*TRADE Categories & Tags

Online BrokerageInvestingTradingWealth ManagementAmerican Brand

E*TRADE Sustainability & Ethics

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.

Awards & Recognition

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.

E*TRADE Recalls & Controversies

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.

Brands Owned by Morgan Stanley

Smith BarneyFinance Fintech

Smith Barney

Owned by Morgan Stanley

Historic American brokerage and wealth management brand, now part of Morgan Stanley Wealth Management.

wealth-managementbrokerageinvestment-advisory
View all brands owned by Morgan Stanley

E*TRADE Ownership: Pros & Cons

Advantages

  • +Morgan Stanley ownership provides a path from self-directed trading to full wealth management
  • +Institutional-grade research, execution, and capital strength back the retail platform
  • +Private Bank integration offers banking yields standalone brokers cannot match
  • +Morgan Stanley's scale supports technology investment and platform development

Considerations

  • -The brand's 1980s roots skew older than Robinhood and newer fintech entrants
  • -Integration with Morgan Stanley's advisor-centric culture can dilute the pure-digital identity
  • -Faces the same payment-for-order-flow and zero-commission margin pressures as all retail brokers
  • -Some long-time E*TRADE loyalists perceive the Morgan Stanley era as a loss of independence

Frequently Asked Questions About E*TRADE

Sources & Further Reading

  • [E*TRADE Official Website](
  • [Morgan Stanley Investor Relations](
  • [Morgan Stanley brand portfolio](
  • [SEC: Morgan Stanley filings](
  • [NYSE: MS](

Competitors to E*TRADE

These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.

BrandParent CompanyCountryFoundedMarket PositionPrimary MarketGender Target
Charles SchwabCharles Schwab
Charles Schwab
USA
1971
Mass marketUnited statesAll Genders
CitibankCitibank
Citi
USA
1812
Mass marketUnited statesAll Genders
Merrill LynchMerrill Lynch
Bank Of America
USA
1914
PremiumUnited statesUnisex
Northwestern MutualNorthwestern Mutual
Northwestern Mutual
USA
1857
Mass marketUnited statesAll-ages
thinkorswimthinkorswim
Charles Schwab
USA
1999
PremiumUnited statesAll Genders
Trading 212Trading 212
Trading 212
United Kingdom
2016
Mass marketEuropeAll Genders

Learn More About Competitors

Charles SchwabFinance Fintech

Charles Schwab

Owned by The Charles Schwab Corporation

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.

brokerageinvestingwealth-management
CitibankFinance Fintech

Citibank

Owned by Citigroup Inc.

American consumer banking brand providing retail banking, credit cards, mortgages, and wealth management services through Citigroup.

bankingconsumer-bankingcredit-cards
Merrill LynchFinance Fintech

Merrill Lynch

Owned by Bank of America Corporation

American wealth management brand founded in 1914, serving millions of clients through advisor-led and digital investing services under Bank of America.

wealth-managementinvestingfinancial-advisor
Northwestern MutualInsurance

Northwestern Mutual

Owned by The Northwestern Mutual Life Insurance Company

American life insurance and financial planning brand owned by policyowners through The Northwestern Mutual Life Insurance Company, the largest direct provider of individual life insurance in the United States.

life-insurancefinancial-planningmutual-insurance
thinkorswimFinance Fintech

thinkorswim

Owned 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.

trading-platformoptions-tradingbrokerage
Trading 212Finance Fintech

Trading 212

Owned by Trading 212

UK-based commission-free trading platform offering stocks, ETFs, and crypto to over 4.5 million clients across Europe.

tradinginvestingfintech

Competitive Analysis

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.

Independent Alternatives to E*TRADE

Looking for brands with different ownership structures? These similar brands are not owned by Morgan Stanley, giving you alternative choices that support different corporate structures.

TD BankFinance Fintech

TD Bank

Owned by TD Bank, N.A.

TD Bank is the U.S. retail banking brand of Toronto-Dominion Bank, operating about 1,100 East Coast branches as "America's Most Convenient Bank" under a federal asset cap since 2024.

bankingretail-bankfinancial-services
Privately Owned

TD Bank is privately owned, unlike E*TRADE which is under a publicly traded parent company.

Trading 212Finance Fintech

Trading 212

Owned by Trading 212

UK-based commission-free trading platform offering stocks, ETFs, and crypto to over 4.5 million clients across Europe.

tradinginvestingfintech
Privately Owned

Trading 212 is privately owned, unlike E*TRADE which is under a publicly traded parent company.

Bloomberg TerminalFinance Fintech

Bloomberg Terminal

Owned by Bloomberg L.P.

Industry-standard financial data and analytics platform used by approximately 325,000 subscribers at banks, hedge funds, and institutional investors worldwide.

financial-datamarket-dataanalytics
Privately Owned

Bloomberg Terminal is privately owned, unlike E*TRADE which is under a publicly traded parent company.

Charles SchwabFinance Fintech

Charles Schwab

Owned by The Charles Schwab Corporation

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.

brokerageinvestingwealth-management
Publicly Traded

Charles Schwab operates independently without a large parent corporation.

Fannie MaeFinance Fintech

Fannie Mae

Owned by Fannie Mae

The consumer-facing brand of the Federal National Mortgage Association, covering its mortgage guaranty products, affordable lending programs, and homebuyer education platforms.

mortgagehousing-financegse
Publicly Traded

Fannie Mae operates independently without a large parent corporation.

Freddie MacFinance Fintech

Freddie Mac

Owned by Federal Home Loan Mortgage Corporation (Freddie Mac)

The brand of the Federal Home Loan Mortgage Corporation, a government-sponsored enterprise guaranteeing $3.7 trillion in mortgages and reporting $10.7 billion net income for FY2025.

mortgagehousing-financegse
Publicly Traded

Freddie Mac operates independently without a large parent corporation.

Morgan Stanley Stock Information

Jobs at Morgan Stanley

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Last reviewed: September 25, 2026 · Reviewed by Who Brands Editorial Team