Ally Invest vs eToro 2023

Comparing brokers side by side is no easy task. We spend hundreds of hours each year testing the platforms, mobile apps, trading tools and general ease of use among online brokerages, as well as comparing commissions and fees, to find the best online broker.

Though many U.S. brokers offer basic trading features, such as an app, charting tools, stock research and educational content, the depth of those features can vary widely. Let's compare Ally Invest vs eToro.

In stock trading, the more you know, the better you’ll do. Taking advantage of resources like articles, webinars, videos and interactive elements is a great way to shorten the learning curve. In our analysis, we examine the availability of several different types of educational materials.

For 2023, our review finds that Ally Invest offers more comprehensive new investor education for beginning investors than eToro. Ally Invest offers investors access to Education (Stocks), Education (ETFs), Education (Options), Education (Mutual Funds), Education (Bonds) and Education (Retirement), while eToro offers investors access to Paper Trading, Videos and Education (Stocks).

Ally Invest and eToro charge the same amount for regular stock trades, $0.00. Option contracts are pricier at Ally Invest, costing $0.50 per contract versus $0.00 per contract at eToro. Ally Invest and eToro both charge (Not offered) per option contract. For a deeper dive, see our best brokers for free stock trading guide.

Looking at a full range of investment options, including order types and international trading, our research has found that Ally Invest offers a more comprehensive offering than eToro. Ally Invest ranks #9 out of 17 brokers for our Investment Options category, while eToro ranks #17.

Ally Invest offers investors access to Stock Trading, Options Trading, OTC Stocks, Mutual Funds, Forex Trading and Advisor Services, while eToro offers investors access to Stock Trading, Fractional Shares and Options Trading. Neither have Futures Trading Looking at Mutual Funds, eToro trails Ally Invest in its offering of no transaction fee (NTF) mutual funds, with Ally Invest offering 3900 and eToro offering 0.

In our analysis of top U.S. brokerages, we research whether each broker offers the ability to trade cash cryptocurrency, such as bitcoin and ethereum. Though crypto has risen steadily in popularity, availability still varies from broker to broker. Our review finds that neither Ally Invest and eToro offer crypto trading.

To compare the day trading platforms of Ally Invest and eToro, we focused on trading tools and functionality across both web and desktop-based platforms. Popular day trading platform tools include streaming real-time quotes, stock alerts, trading hotkeys, direct market routing, streaming time and sales, customizable watch lists, backtesting, and fully functional charting packages, among many others. For day trading, Ally Invest offers a better experience.

After testing 25 features across the stock trading apps of Ally Invest and eToro, we found Ally Invest to be better overall. The best stock market apps are easy to use, have excellent design, and deliver a fully featured online trading experience. Ally Invest ranks #12 out of 17 brokers, while eToro ranks #15.

Ally Invest Trading App Gallery

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eToro Trading App Gallery

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For research, Ally Invest offers superior market research than eToro. Ally Invest ranks #8 and eToro ranks #12.

Over the years, we've found that the best brokers provide rich market commentary, a variety of third-party research reports, and thorough quote screens that are not just easy to navigate, but that also include a comprehensive selection of fundamental data. Robust stock, ETFs, and mutual fund screeners are also must-haves for trade idea generation.

Ally Invest requires a minimum deposit of $0.00, while eToro requires a minimum deposit of $10.00. From our testing, we found that SoFi is the only broker that requires a minimum deposit.

Ally Invest charges 13.00% for accounts under $25,000 while eToro charges a margin rate of Varies. The industry average of the 17 brokers we track is 11%.

Fractional shares are not offered by either broker. Our research has found that 41% of brokers offer fractional shares investing. Fractional shares allow traders to buy a part of a whole share of stock. For example, if Amazon is trading at $1,000, you could buy half a share for $500.

Neither Ally Invest nor eToro allow you to trade penny stocks. Penny stocks are companies whose shares trade for under $5 and are listed over the counter (OTC). For brokers that do offer penny stock trades, the average commission is $3.

Online banking can be a benefit for investors, and some brokerages do provide banking services to customers. Checking Accounts, Savings Accounts, Debit Cards and Mortgage Loans are offered by Ally Invest while eToro offers neither of these. Neither have Credit Cards.

StockBrokers.com partners with customer experience research group Confero to conduct phone tests from locations across the United States to thoroughly evaluate the quality and speed of brokerage customer service. (Read more about How We Test.) Here are the results of our current testing.

Ally Invest was rated 5th out of 14 brokers, with an overall score of 8.3 out of 10.

eToro’s customer service could not be tested or rated due to the fact it does not offer phone support for prospective customers.

For current Ally customers looking to invest in stocks, Ally's universal-accounts experience and easy-to-use website offer a convenient solution. Its website is far stronger than the mobile app.

In the 2023 StockBrokers.com Annual Review, Ally Invest ranked among Best in Class for Banking Services and Customer Service.

Though its offerings have some limitations, eToro's approach will appeal to those interested in learning how to trade crypto or joining a crypto-focused community. The scope currently is limited in the U.S., so those looking for more advanced trading or trading a variety of underlyings will want to look elsewhere.

In the 2023 StockBrokers.com Annual Review, eToro ranked among Best in Class for Investor Community.