E*TRADE is owned by Morgan Stanley, the New York based investment bank that completed its all stock acquisition of E*TRADE Financial Corporation on October 2, 2020.
For nearly four decades, E*TRADE built its name as one of the first online brokerages in the United States, giving everyday investors direct access to stocks, options, and retirement accounts without needing to call a traditional broker.
The deal traces back to February 2020, when Morgan Stanley agreed to pay roughly 13 billion dollars in stock for E*TRADE.
The transaction added more than 5.2 million client accounts and about 360 billion dollars in retail client assets to Morgan Stanley’s wealth management business.
But how did a scrappy online trading pioneer from Palo Alto end up inside one of Wall Street’s oldest investment banks?
This guide covers the full ownership history of E*TRADE, its current corporate structure, who runs the business today, what investing and retirement services it offers, and how customers can reach support.
So let’s get started.
Table of Contents
Who Owns E*TRADE Today?
E*TRADE operates today as E*TRADE from Morgan Stanley, a brand name used by E*TRADE Securities LLC and E*TRADE Financial Corporate Services.
Both entities are wholly owned subsidiaries of Morgan Stanley, a publicly traded global financial services firm listed on the New York Stock Exchange under the ticker MS.
E*TRADE no longer exists as an independent public company. Its former stock ticker, ETFC, was retired when the merger closed in 2020.
Company Overview: What Is E*TRADE From Morgan Stanley?
| Category | Details |
| Brand name | E*TRADE from Morgan Stanley |
| Founded | 1982 in Palo Alto, California |
| Founders | William A. Porter and Bernard A. Newcomb |
| Parent company | Morgan Stanley |
| Acquisition closed | October 2, 2020 |
| Headquarters | New York City, New York |
| Industry | Brokerage and digital banking |
E*TRADE is a self directed brokerage platform that lets individual investors trade stocks, options, exchange traded funds, mutual funds, bonds, and cryptocurrency.
The brand also includes banking products through Morgan Stanley Private Bank, National Association, plus stock plan administration for corporate clients and their employees.
Since the merger, E*TRADE customers who want personalized guidance can also connect with a Morgan Stanley financial advisor while keeping their existing E*TRADE account.
The Morgan Stanley Acquisition Timeline
William A. Porter and Bernard A. Newcomb launch an early electronic trading service in Palo Alto, California.
E*TRADE’s longtime general counsel takes over as chief executive.
Pizzi, a longtime E*TRADE executive, is appointed to lead the company.
Morgan Stanley agrees to acquire E*TRADE in an all stock transaction valued near 13 billion dollars.
Morgan Stanley officially completes the purchase, folding E*TRADE into its wealth management franchise.
Is E*TRADE Publicly Traded or Privately Owned?
E*TRADE itself is neither publicly traded nor privately owned in the traditional sense. It is a wholly owned operating subsidiary of a publicly traded parent.
When the merger closed, E*TRADE shareholders received 1.0432 shares of Morgan Stanley common stock for every E*TRADE share they held.
That means anyone who wants to own a piece of the company behind E*TRADE today simply buys Morgan Stanley stock on the NYSE under the ticker MS.
Who Leads E*TRADE and Morgan Stanley?
Morgan Stanley as a whole is led by Ted Pick, who became Chief Executive Officer on January 1, 2024, and added the title of Chairman on January 1, 2025.
Andy Saperstein, Co President of Morgan Stanley, oversees the firm’s Wealth and Investment Management division, which includes the E*TRADE brand alongside Financial Advisors and Morgan Stanley at Work.
Michael Pizzi, who served as E*TRADE’s chief executive before the merger, joined Morgan Stanley and now serves as Executive Vice President and Global Head of Technology and Operations.
What Investment and Retirement Services Does E*TRADE Offer?
E*TRADE offers individual and joint brokerage accounts with zero commission trading on US listed stocks, ETFs, mutual funds, and options.
For retirement savers, E*TRADE provides Traditional IRAs, Roth IRAs, Rollover IRAs, and small business retirement plans such as SEP IRAs and SIMPLE IRAs, a lineup similar to what competitors like Fidelity Investments offer.
Investors who prefer a hands off approach can use Core Portfolios, E*TRADE’s automated investing service, or work directly with a Morgan Stanley financial advisor for a fee based managed account.
E*TRADE also runs a large stock plan administration business, handling equity compensation for corporate employees under the Morgan Stanley at Work umbrella.
On the banking side, customers can open savings accounts, checking accounts, and certificates of deposit through Morgan Stanley Private Bank, which is FDIC insured.
Morgan Stanley Financial Snapshot
Morgan Stanley reported record full year 2025 net revenues of 70.6 billion dollars and net income of 16.9 billion dollars, according to its own fourth quarter earnings filing with the Securities and Exchange Commission.
The firm’s Wealth Management segment, which includes E*TRADE, generated 31.75 billion dollars in net revenue for 2025.
Total client assets across Morgan Stanley’s Wealth and Investment Management businesses reached 9.3 trillion dollars by the end of 2025.
E*TRADE Customer Service and Contact Information
E*TRADE customer service is available at 800 387 2331, also written as 1 800 ETRADE 1, with support offered around the clock.
Customers calling from outside the United States or Canada can reach the company at +1 678 624 6210.
The official website is us.etrade.com, and account holders log in through the secure portal linked on that homepage.
E*TRADE’s headquarters address is 1271 Avenue of the Americas in New York City, alongside Morgan Stanley’s other wealth management operations.
Is E*TRADE Good and Worth Using?
Independent reviewers generally rate E*TRADE as a solid choice for everyday investors and retirement savers.
StockBrokers.com named E*TRADE its number one web trading platform in 2026 and awarded the company multiple best in class distinctions, including retirement accounts and beginners.
Kiplinger’s 2025 broker review placed E*TRADE first for research quality among nine major online brokers it evaluated.
Backing from Morgan Stanley gives E*TRADE customers added financial stability and access to professional advice that smaller standalone brokerages cannot match.
Investors comparing E*TRADE against other large financial services brands, including insurers and retirement providers like Lincoln Financial Group, will find E*TRADE’s fee structure and research tools competitive for self directed accounts.
Frequently Asked Questions About E*TRADE Ownership
Who owns E*TRADE now?
Morgan Stanley owns E*TRADE. The investment bank completed its acquisition of E*TRADE Financial Corporation on October 2, 2020, and now operates the brand as E*TRADE from Morgan Stanley.
Is E*TRADE still a separate company?
No. E*TRADE stopped trading as an independent public company when the merger closed. It now operates as a subsidiary brand within Morgan Stanley’s wealth management business rather than as its own publicly listed entity.
Who founded E*TRADE?
E*TRADE was founded in 1982 by physicist William A. Porter and Bernard A. Newcomb in Palo Alto, California, as one of the earliest electronic trading services in the country.
What is E*TRADE’s customer service number?
Customers can reach E*TRADE support at 800 387 2331, available 24 hours a day. International callers outside the United States and Canada can use +1 678 624 6210.
I am Jack Neel, a mechanical engineer, researcher, and writer. I created this website to share my knowledge about different brands and products with you. I research the manufacturers behind the brands and provide you with the information you need to make smart buying decisions.