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E-Trade was started as one of the first online discount stock brokerage service for self-directed investors. The headquarters for this firm is based in New York City, USA. It was started in 1991 by William A. Porter. Many reputed businessmen have held the coveted position of CEO for E-Trade, each furthering the company in its rise to glory. As of March 2008, this post has been held by Donald Layton. If you are among the class of people who want to actively invest and maintain your finances, then such a trading platform is your best option.

With a rich history spanning almost two decades, this firm has created a structured service for individuals to dabble in online trading. This company offers a wide range of investment options, allowing the users to create a diverse portfolio of various banking products and services. Some of the basic features of E-Trade are listed below.

•    Trading and investment in stocks, options, mutual funds, ETFs, IPOs and bonds
•    Mutual funds are available which do not require a transaction fee
•    Investment tools are available (streaming quotes, screeners) to help with ETF management and asset allocation
•    Financial advisors are available (at added cost)
•    You can open IRAs of various stripes and colors with E-Trade. There are no fees and no minimums when you sign up
•    Free bill pay, checking, a debit card and some free checks
•    Instant ATM access
•    Ease of funds transfer
•    Access to a sophisticated “trading platform” with high end trading tools if you’re an active trader

Apart from these, E-Trade offers valuable advice to investors in the form of updated investment articles detailing the present market scenario. Also available are options for retirement planning and tax structure. Clear and comprehensible charts are available on E-Trade for investors to accurately gauge the value of any stocks they want to invest in. Various educational tutorials are available in the form of web discussions, podcasts etc. One of the latest features available with this firm is MobilePro. A system to stay connected to real-time trades and stocks via a mobile phone.

The user interface on the E-Trade website is designed to make the process of online trading comprehensible and available to all. It is a highly interactive system with various options for customization. The user can configure the services to receive on the spot news of market happenings, keep a tab on selected stocks and even be advised on the global trading scenario.

All these services are provided by this reputed online stock brokerage firm, for a minimum deposit of $1000. This firm is known widely for its effective trade speed and reliability of service. They also have a dedicated 24 hour telephone help line service.
The most significant advantage of this firm over other companies is its competitive pricing for commissions from trading.

This company encourages customers to use their services to the maximum. As seen in the tabulation of their commission charges, as the trading value increases the commission charged by the company decreases. As another incentive for users, at the startup 100 commission free trade options are offered. Frequent trading also allows users to be upgraded to the Power E-Trade Account. Under this the services are expanded and users have access to more powerful research tools like NASDAQ Total View. This tool allows users to have a better idea of real-time market liquidity.

E-Trade is one of the most reputed, global trading companies, rated highly both in the media and by the users. It has received many awards over the years, especially lauded for their trading tools, banking services and products. Smart Money of the Wall Street Journal has rated E-Trade the #1 online broker for 2007- 2008.

Even in the present times of a global economic crisis, E-Trade has maintained a strong hold over the market. And now is entering a renewed phase of growth and profit.