Best Brokers for Beginners

Ally Invest traces its current offering to 2005 and Ally Financial. Unlike a generic brokerage description, its defining characteristic is that it combines Ally Bank integration with a conventional self-directed securities account. The business combines execution or portfolio access with the account servicing described in this profile. The company is privately held or not separately listed, so no public market capitalization is available.

Established in 2018, Axos Invest pairs a digital-bank relationship with Axos Clearing’s online investing infrastructure. Ownership or founding is associated with Axos Financial, which also shapes the product’s technology and distribution. It should be evaluated on the precise legal entity serving the customer, not only the consumer brand. The company is privately held or not separately listed, so no public market capitalization is available.

Cash App Investing entered the market in 2019 under Block, Inc.. Its role in the U.S. retail landscape is distinctive: it places fractional stock and ETF purchases inside the same app customers use for payments. That positioning determines which customers, instruments and account structures the service is designed to support. The service is not separately listed and therefore has no standalone market capitalization.

The Charles Schwab platform dates to 1971 and is connected to Charles R. Schwab. Today it serves both everyday investors and highly active traders through Schwab.com and thinkorswim, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. Approximately $187.2 billion as of August 2026.

Founded or launched in 2021 by Citigroup, Citi Self Invest offers a deliberately streamlined investing experience inside Citi’s banking ecosystem. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. The company is privately held or not separately listed, so no public market capitalization is available.

Established in 1946, Fidelity Investments anchors a broad retirement, workplace-benefits and retail-investing ecosystem. Ownership or founding is associated with Edward C. Johnson II; privately held FMR LLC, which also shapes the product’s technology and distribution. It should be evaluated on the precise legal entity serving the customer, not only the consumer brand. The company is privately held or not separately listed, so no public market capitalization is available.

Firstrade entered the market in 1985 under John Liu. Its role in the U.S. retail landscape is distinctive: it competes as an independent discount broker with unusually generous commission-free options pricing. That positioning determines which customers, instruments and account structures the service is designed to support. The company is privately held or not separately listed, so no public market capitalization is available.

Founded or launched in 2018 by JPMorgan Chase, J.P. Morgan Self-Directed Investing integrates self-directed investing with Chase banking and rewards relationships. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. The service is not separately listed and therefore has no standalone market capitalization.

Merrill Edge traces its current offering to 2010 and Bank of America. Unlike a generic brokerage description, its defining characteristic is that it delivers Bank of America’s self-directed channel with Merrill research and Preferred Rewards benefits. The business combines execution or portfolio access with the account servicing described in this profile. The company is privately held or not separately listed, so no public market capitalization is available.

Public entered the market in 2019 under Jannick Malling and Leif Abraham. Its role in the U.S. retail landscape is distinctive: it mixes exchange-listed securities with bonds, Treasuries, options, crypto and selected alternatives. That positioning determines which customers, instruments and account structures the service is designed to support. The company is privately held or not separately listed, so no public market capitalization is available.

The Robinhood platform dates to 2013 and is connected to Vladimir Tenev and Baiju Bhatt. Today it built its audience around mobile-first execution and has expanded into retirement, futures and managed portfolios, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. Approximately $85.7 billion as of August 2026.

Founded or launched in 2019 by SoFi Technologies, SoFi Active Investing links fractional-share investing, IPO access and financial planning to SoFi’s lending and banking products. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. Parent SoFi Technologies is publicly traded; market value changes daily as of August 2026.

U.S. Bancorp Investments entered the market in 1863 under U.S. Bancorp. Its role in the U.S. retail landscape is distinctive: it provides brokerage and advisory access through the U.S. Bank wealth-management organization. That positioning determines which customers, instruments and account structures the service is designed to support. The company is privately held or not separately listed, so no public market capitalization is available.

The Vanguard Brokerage platform dates to 1975 and is connected to John C. Bogle; client-owned Vanguard Group. Today it is structured around low-cost, long-horizon investing and Vanguard’s investor-owned fund business, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. The service is not separately listed and therefore has no standalone market capitalization.

Founded or launched in 2016 by Wang Anquan, Webull offers technical charting, paper trading and extended-hours access across desktop, web and mobile. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. Approximately $3.9 billion as of August 2026.

WellsTrade traces its current offering to 1852 and Wells Fargo. Unlike a generic brokerage description, its defining characteristic is that it is Wells Fargo’s online self-directed brokerage, designed mainly for existing bank and wealth clients. The business combines execution or portfolio access with the account servicing described in this profile. The company is privately held or not separately listed, so no public market capitalization is available.

The M1 platform dates to 2015 and is connected to Brian Barnes. Today it organizes portfolios into customizable “Pies” and combines automation with self-directed stock selection, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. The company is privately held or not separately listed, so no public market capitalization is available.

The T. Rowe Price Brokerage platform dates to 1937 and is connected to Thomas Rowe Price Jr.. Today it adds self-directed brokerage access to a firm best known for mutual funds and retirement investing, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. Rowe Price is publicly traded; market value changes daily as of August 2026.

Founded or launched in 1918 by Carnegie Foundation initiative; nonprofit TIAA, TIAA Brokerage sits within TIAA’s retirement-services ecosystem and provides brokerage access beyond plan menus. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. The service is not separately listed and therefore has no standalone market capitalization.

Stockpile traces its current offering to 2010 and Avi Lele and Sanj Kulkarni. Unlike a generic brokerage description, its defining characteristic is that it popularized fractional stock gifts and custodial investing for families and beginning investors. The business combines execution or portfolio access with the account servicing described in this profile. The company is privately held or not separately listed, so no public market capitalization is available.

Established in 2012, Acorns rounds everyday purchases into diversified ETF portfolios and adds retirement and family products. Ownership or founding is associated with Walter and Jeff Cruttenden, which also shapes the product’s technology and distribution. It should be evaluated on the precise legal entity serving the customer, not only the consumer brand. The company is privately held or not separately listed, so no public market capitalization is available.

Betterment entered the market in 2008 under Jon Stein and Eli Broverman. Its role in the U.S. retail landscape is distinctive: it combines automated ETF portfolios, tax management, checking and access to human advice. That positioning determines which customers, instruments and account structures the service is designed to support. The company is privately held or not separately listed, so no public market capitalization is available.

The Wealthfront platform dates to 2008 and is connected to Andy Rachleff and Dan Carroll. Today it uses software-driven asset allocation and direct indexing for taxable and retirement goals, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. The company is privately held or not separately listed, so no public market capitalization is available.

Founded or launched in 2015 by Brandon Krieg, Ed Robinson and David Ronick, Stash mixes guided portfolio construction, banking tools and subscription-based financial coaching. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. The company is privately held or not separately listed, so no public market capitalization is available.

Ellevest traces its current offering to 2014 and Sallie Krawcheck and Charlie Kroll. Unlike a generic brokerage description, its defining characteristic is that it was founded to address women’s wealth gaps and now emphasizes goal-based digital wealth management. The business combines execution or portfolio access with the account servicing described in this profile. The company is privately held or not separately listed, so no public market capitalization is available.

Established in 2016, Fidelity Go is Fidelity’s entry-level robo-adviser built mainly from proprietary mutual funds. Ownership or founding is associated with Fidelity Investments, which also shapes the product’s technology and distribution. It should be evaluated on the precise legal entity serving the customer, not only the consumer brand. The company is privately held or not separately listed, so no public market capitalization is available.

Schwab Intelligent Portfolios entered the market in 2015 under Charles Schwab Corporation. Its role in the U.S. retail landscape is distinctive: it constructs ETF portfolios automatically without charging a separate advisory fee at the basic tier. That positioning determines which customers, instruments and account structures the service is designed to support. The service is not separately listed and therefore has no standalone market capitalization.

The SoFi Automated Investing platform dates to 2017 and is connected to SoFi Technologies. Today it creates managed ETF portfolios inside the SoFi app with access to financial planners, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. The service is not separately listed and therefore has no standalone market capitalization.

Founded or launched in 2020 by The Vanguard Group, Vanguard Digital Advisor extends Vanguard’s indexing philosophy into a fully digital advisory relationship. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. The service is not separately listed and therefore has no standalone market capitalization.

E*TRADE Core Portfolios traces its current offering to 2016 and E*TRADE; now Morgan Stanley. Unlike a generic brokerage description, its defining characteristic is that it was E*TRADE’s automated portfolio service before and after the Morgan Stanley acquisition. The business combines execution or portfolio access with the account servicing described in this profile. The service is not separately listed and therefore has no standalone market capitalization.

Established in 2017, Ally Invest Robo Portfolios offers managed ETF portfolios with cash-enhanced and market-focused choices. Ownership or founding is associated with Ally Financial, which also shapes the product’s technology and distribution. It should be evaluated on the precise legal entity serving the customer, not only the consumer brand. The service is not separately listed and therefore has no standalone market capitalization.

M1 Pies entered the market in 2015 under Brian Barnes. Its role in the U.S. retail landscape is distinctive: it automates portfolio weights and rebalancing through the same Pies used by self-directed M1 clients. That positioning determines which customers, instruments and account structures the service is designed to support. The service is not separately listed and therefore has no standalone market capitalization.

Founded or launched in 2017 by Bank of America, Merrill Guided Investing combines digital portfolio management with access to Merrill advisers and Bank of America rewards. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. The service is not separately listed and therefore has no standalone market capitalization.

Acorns Early traces its current offering to 2020 and Acorns. Unlike a generic brokerage description, its defining characteristic is that it provides custodial investment accounts and family financial tools within the Acorns subscription. The business combines execution or portfolio access with the account servicing described in this profile. The service is not separately listed and therefore has no standalone market capitalization.

Established in 2022, Bloom uses an educational stock-simulation and supervised investing app designed for teenagers. Ownership or founding is associated with Bloom Financial Technologies, which also shapes the product’s technology and distribution. It should be evaluated on the precise legal entity serving the customer, not only the consumer brand. The company is privately held or not separately listed, so no public market capitalization is available.

EarlyBird entered the market in 2019 under Jordan Wexler and Caleb Frankel. Its role in the U.S. retail landscape is distinctive: it creates custodial portfolios and allows friends and relatives to contribute toward a child’s future. That positioning determines which customers, instruments and account structures the service is designed to support. The company is privately held or not separately listed, so no public market capitalization is available.

The Fidelity Youth platform dates to 2021 and is connected to Fidelity Investments. Today it gives teenagers a brokerage and spending account while parents retain visibility, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. The service is not separately listed and therefore has no standalone market capitalization.

Founded or launched in 2014 by Tim Sheehan and Johnson Cook, Greenlight Investing combines a debit card, allowance controls and a parent-approved investing menu. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. The service is not separately listed and therefore has no standalone market capitalization.

Schwab Teen Investor traces its current offering to 2026 and Charles Schwab Corporation. Unlike a generic brokerage description, its defining characteristic is that it is Schwab’s 2026 joint account for teenagers and guardians with built-in education and trading restrictions. The business combines execution or portfolio access with the account servicing described in this profile. The company is privately held or not separately listed, so no public market capitalization is available.

Established in 2010, Stockpile Youth lets adults open custodial accounts and give fractional shares to younger family members. Ownership or founding is associated with Avi Lele and Sanj Kulkarni, which also shapes the product’s technology and distribution. It should be evaluated on the precise legal entity serving the customer, not only the consumer brand. The service is not separately listed and therefore has no standalone market capitalization.

UNest entered the market in 2018 under Ksenia Yudina. Its role in the U.S. retail landscape is distinctive: it offers app-based custodial investing and gifting for parents saving on behalf of children. That positioning determines which customers, instruments and account structures the service is designed to support. The company is privately held or not separately listed, so no public market capitalization is available.

The Webull Custodial Accounts platform dates to 2024 and is connected to Webull Corporation. Today it extends Webull’s trading environment to UGMA/UTMA accounts controlled by an adult custodian, giving it a materially different operating model from a conventional all-purpose broker. Any valuation belongs to the listed company or parent rather than automatically to the product brand. The service is not separately listed and therefore has no standalone market capitalization.

Founded or launched in 1982 by E*TRADE; now Morgan Stanley, E*TRADE Custodial Brokerage uses E*TRADE’s Complete Investment Account structure for adult-managed UGMA/UTMA assets. Its service model, regulatory registrations and custody arrangements should be considered together because the customer-facing name may span more than one legal entity. The service is not separately listed and therefore has no standalone market capitalization.