E*TRADE from Morgan Stanley
Business Profile
Core Value Proposition
E*TRADE from Morgan Stanley provides an online brokerage and integrated private-banking platform, offering zero-commission online trades for many asset types, retirement accounts, and bank products (high-yield savings, checking, CDs) with FDIC insurance.
Target Customer
Individual investors and savers in the United States who want to trade stocks, ETFs, mutual funds, and options online while also accessing banking products and retirement planning tools within a single ecosystem.
Key Differentiator
Integrated brokerage and banking ecosystem backed by Morgan Stanley Private Bank, featuring a powerful desktop trading platform (Power E*TRADE Pro) and bank accounts with high yields and FDIC protection, all under one brand.
Implementation Timeline
Account opening is online; promotional rewards depend on meeting funding requirements within specified windows (e.g., funding within 60 days for offers; promo periods extend through dates like October 31, 2025 for brokerage offers; December 31, 2025 for banking promo).
Pain Points
- 1High trading costs or friction when trading across multiple platforms (addressed by zero-commission online trades).
- 2Fragmented experience between investing and banking services (addressed by integrated brokerage and bank offerings).
- 3Need for advanced trading tools and speed (addressed by Power E*TRADE Pro and live platform demos).
Key Features
- 1Power E*TRADE Pro desktop trading platform with advanced charting and customization.
- 2Zero commissions for online U.S.-listed stocks, ETFs, mutual funds, and options trades (other fees may apply).
- 3Retirement accounts: Traditional, Roth, and Rollover IRAs with planning tools and guidance.
- 4Banking products via Morgan Stanley Private Bank: Premium Savings Account, Max-Rate Checking, Certificates of Deposit (CDs), and Line of Credit.
- 5FDIC-insured deposits and privacy/security protections (Complete Protection Guarantee; 0 liability for unauthorized use; Digital Security ID).
- 6Integrated banking features: move money between banking and brokerage, online access, and mobile app support.
- 7Promotions and marketing offers (e.g., up to $1,000 promo for new brokerage accounts; $300 bonus for checking accounts under specific terms).
- 8Educational resources and market news: Investing Basics, Advanced Trading, Retirement Planning, Tax Planning, and Thought Leadership.
Target Customer Industries
Client Results
- 1Lower trading costs due to zero commissions on online trades for many asset types.
- 2Access to high-yield, FDIC-insured bank products (Premium Savings, Max-Rate Checking) and bank security protections.
- 3Enhanced trading capability and decision support through Power E*TRADE Pro and comprehensive research/education resources.
- 4Potential promotional incentives for opening and funding accounts.
Competitive Advantages
- 1Zero commissions for online stock, ETF, mutual fund, and options trades (subject to exclusions and variable rates).
- 2Integrated Morgan Stanley Private Bank services (high-yield savings, checking with ATM refunds, CDs) within the same ecosystem.
- 3Power E*TRADE Pro provides advanced trading capabilities and customization.
- 4Strong security posture and fraud protection warranties (Complete Protection Guarantee and $0 liability for unauthorized use).
Key Benefits
Additional Product Information
Product Description
An online brokerage and private-banking platform offering commission-free online trading for many asset types, traditional and Roth IRAs, and integrated bank products (high-yield savings, checking, CDs) with FDIC insurance, complemented by advanced trading tools and educational resources.
Target Market
US individual investors and savers seeking a combined brokerage and private banking experience with access to retirement accounts and bank products.
Unique Value Proposition
A single, integrated platform that combines zero-commission online trading with Morgan Stanley Private Bank’s high-yield, FDIC-insured bank products and an advanced trading platform.
Technical Requirements
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Pricing Model
Brokerage pricing includes $0 commissions for online US-listed stock, ETF, mutual fund, and options trades (other rates may apply). Options have a standard contract fee ($0.65 per contract, or $0.50 per contract for high-activity clients). Services through the broker may incur other charges (e.g., broker-assisted trades at $25). For bank products, rates and fees are described on rate sheets and applicable to each product (Premium Savings APY, Max-Rate Checking terms, etc.). Promotional offers require meeting specific funding/deposit conditions and are subject to terms and limitations.
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