Written by StockBrokers.com
In this head to head comparison of Ally Invest vs eToro, we will compare the trading platforms, mobile apps, range of investments, costs, market research, and more. Let's dive in.
Bottom line: For most investors who want a wide mix of traditional investments and retirement accounts, Ally Invest is the stronger pick. It earns 4.5 out of 5 stars for Range of Investments and ranks #8 of 14 at StockBrokers.com, thanks to stocks, options, mutual funds, OTC stocks, margin, IRAs, and advisor services. eToro shines for crypto and fractional shares, but with a 2.5-star Range of Investments score and a #14 ranking, it’s best suited for people focused on digital assets and bite-size stock investing.
Investment options compared: Ally Invest and eToro both let you trade stocks and options; neither supports futures or forex. Ally adds margin trading, mutual funds, and OTC stocks—features eToro doesn’t offer. eToro counters with fractional share trading and crypto access, including 104 coins, while Ally offers no crypto and no fractional shares.
Account choices and planning: Ally Invest offers Traditional and Roth IRAs plus advisor services, helpful for retirement planning and guidance. eToro does not provide IRA accounts or advisor services. If you want classic portfolio building under one roof, Ally Invest fits; if your priority is crypto and fractional shares, eToro is the match.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Stock Trading | Yes | Yes |
| Account Feature - Margin Trading | Yes | No |
| Fractional Shares (Stocks) | No | Yes |
| OTC Stocks | Yes | No |
| Mutual Funds | Yes | No |
| Options Trading | Yes | Yes |
| Futures Trading | No | No |
| Crypto Trading | No | Yes |
| Crypto Trading - Total Coins | 0 | 104 |
| Range of Investments |
|
|
Dive deeper: Best Options Trading Platforms for 2025, Best Futures Trading Platforms for 2025: A Beginner-Friendly Guide to an Advanced Market
When evaluating trading platforms and tools, Ally Invest appears to have a slight edge over eToro. Both platforms lack downloadable desktop applications for Windows and Mac, but provide browser-based experiences. Ally Invest excels in offering more customization options for technical analysis with 120 indicators and 36 drawing tools compared to eToro's 46 indicators and 48 drawing tools. Furthermore, Ally Invest offers features like automated technical analysis and a greater number of customization fields when editing a simple moving average study. These advantages contribute to Ally Invest's higher rating of 3 stars compared to eToro's 2.5 stars.
In terms of watch list functionality, Ally Invest accommodates 10 columns for organizing fields, surpassing eToro's 7-column capability. However, eToro stands out by offering a paper trading feature, which allows users to practice trading strategies without financial risk, a functionality lacking in Ally Invest. Both platforms enable users to add notes to charts and save multiple chart profiles, but neither provides the ability to adjust open orders directly on charts or display historical trades and corporate events on charts.
For traders prioritizing technical indicators and drawing tool availability, Ally Invest may be the ideal choice. With StockBrokers.com rankings placing Ally at #10 and eToro at #12 out of 14 brokers for trading platforms and tools, Ally Invest is recognized as the more favorable option for those seeking a comprehensive charting and customization experience. Nonetheless, traders seeking a platform with a practice mode should consider eToro for its paper trading capabilities.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Web Trading Platform | Yes | Yes |
| Desktop Trading Platform | No | No |
| Desktop Platform (Mac) | No | No |
| Paper Trading | No | Yes |
| Watchlists - Total Fields | 10 | 7 |
| Charting - Indicators / Studies | 120 | 46 |
| Charting - Drawing Tools | 36 | 48 |
| Platforms & Tools |
|
|
Dive deeper: Best Online Brokers & Trading Platforms for 2025, Best Paper Trading Apps & Platforms for 2025
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Ally Invest vs eToro for beginner education: both brokers cover stocks, ETFs, options, and bonds. Ally Invest goes a step further with mutual fund education, which eToro lacks. If you prefer lessons you can watch, eToro includes educational videos, while Ally Invest does not. Neither broker currently offers webinars, quizzes, or tools to track your learning progress.
Hands-on practice differs too: eToro offers paper trading (a demo account) so you can practice without risking real money, while Ally Invest does not. According to StockBrokers.com’s education ratings, Ally Invest earns 4 out of 5 stars and ranks 7th of 14 brokers, while eToro earns 2.5 stars and ranks 14th. If you want broader topic coverage—especially mutual funds—Ally Invest is stronger on curriculum; if you value paper trading and video-based learning, eToro has an edge.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Education (Stocks) | Yes | Yes |
| Education (ETFs) | Yes | Yes |
| Education (Options) | Yes | Yes |
| Education (Mutual Funds) | Yes | No |
| Education (Fixed Income) | Yes | Yes |
| Paper Trading | No | Yes |
| Videos | No | Yes |
| Webinars | No | No |
| Education |
|
|
Dive deeper: Best Stock Trading Platforms for Beginners of 2025
When comparing Ally Invest and eToro in the realm of stock trading apps, eToro emerges as a slightly more feature-rich option, particularly in terms of charting capabilities and additional services. While both platforms are available on Android and iPhone, eToro offers a more comprehensive experience with video on demand and stock alerts, which Ally Invest lacks. These extra functionalities give eToro a stronger edge overall, earning it a 4.5-star rating compared to Ally Invest's 4-star rating. Despite both brokers lacking Apple Watch apps and live streaming TV, eToro's superior charting capabilities and added features make it a more attractive choice.
Both Ally Invest and eToro provide essential functions such as mobile options trading, streaming quotes, and the ability to create custom watch lists. They both lack the ability to customize watch list columns and view charts in landscape mode, yet both allow users to view charts across multiple time frames. Where eToro distinguishes itself is in its charting features, offering 103 technical studies and the option to display stock comparisons on charts, whereas Ally Invest offers none. This comprehensive set of tools places eToro ahead in terms of providing a richer charting experience.
In terms of app rankings, eToro takes the edge, coming in at #11 out of 14 brokers, compared to Ally Invest's #13 position in StockBrokers.com's ratings. Both brokers support after-hours trading on mobile, but eToro further stands out by offering after-hours charting, a feature Ally Invest does not provide. While Ally Invest maintains a solid performance and garners a loyal user base, eToro's advanced capabilities and higher ranking reflect its appeal to traders seeking more extensive analytic features and additional services.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| iPhone App | Yes | Yes |
| Android App | Yes | Yes |
| Apple Watch App | No | No |
| Stock Alerts | No | Yes |
| Charting - After-Hours | No | Yes |
| Charting - Technical Studies | 0 | 103 |
| Mobile Trading Apps |
|
|
Dive deeper: Best Stock Trading Apps for 2025
When comparing Ally Invest and eToro for account fees and charges, Ally Invest stands out with a $0 minimum deposit requirement, making it accessible for new investors. In contrast, eToro requires a minimum deposit of $50. Both platforms offer commission-free trades for regular stocks, making them attractive choices for stock investors. However, differences appear in options trading fees, where Ally Invest charges $0.50 per contract, while eToro offers options contracts for free.
For traders interested in margin trading, Ally Invest provides varying interest rates based on account balance tiers, starting at 12% for balances below $25,000 and decreasing to 11% for balances between $50,000 and $99,999. On the other hand, eToro does not currently offer margin trading, making this feature a deciding factor for any potential investor considering leverage in their trades. IRA account holders will appreciate that Ally Invest charges no annual fees, although an IRA closure incurs a cost of $25. For account transfers, Ally Invest charges $50 for both partial and full Account Transfers (ACAT), while eToro charges a slightly higher fee of $75 for the same services.
Both Ally Invest and eToro offer free options exercise and assignment fees, which enhances their appeal for options traders. Despite the similarities in some areas, subtle differences like margin trading options and minimum deposit requirements highlight the contrasts between these two platforms, catering to distinct preferences among investors.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Minimum Deposit | $0.00 | $50.00 |
| Stock Trades | $0.00 | $0.00 |
| Options (Per Contract) | $0.50 | $0.00 |
| Options Exercise Fee | $0.00 | $0.00 |
| Options Assignment Fee | $0.00 | $0.00 |
| IRA Annual Fee | $0.00 | |
| IRA Closure Fee | $25.00 |
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When comparing the day trading capabilities of Ally Invest and eToro, both platforms show similarities, yet they fall short in several advanced trading features. For stock traders interested in real-time data analysis, eToro provides an edge by offering streaming time and sales for stocks, while Ally Invest does not offer this feature. However, neither platform supports streaming live TV or direct market routing for stocks, which might be a downside for some active traders looking for enhanced market interaction and real-time information. Additionally, neither Ally Invest nor eToro provides ladder trading or trading hotkeys, both of which are tools that could speed up trade execution for day traders.
Looking further into the technical capabilities, both Ally Invest and eToro lack level 2 quotes and basic or advanced strategy backtesting features, which are crucial for those interested in deeper market analysis and strategy refinement. Furthermore, neither platform offers a short locator tool to determine real-time share availability for short selling, nor do they provide order liquidity (maker/taker) rebates. Day traders who prioritize these features might need to consider other online brokerage options to meet their trading needs effectively.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Streaming Time & Sales | No | Yes |
| Streaming TV | No | No |
| Direct Market Routing - Equities | No | No |
| Level 2 Quotes - Stocks | No | No |
| Trade Ideas - Backtesting | No | No |
| Trade Ideas - Backtesting Adv | No | No |
| Short Locator | No | No |
Dive deeper: Best Day Trading Platforms of 2025 for Beginners and Active Traders
When evaluating the market research capabilities of Ally Invest and eToro, Ally Invest emerges as the more comprehensive option. It offers a variety of research tools across multiple investment types, including stocks, ETFs, mutual funds, pink sheets/OTCBB, and bonds. In contrast, eToro is limited in scope, providing research primarily for stocks and ETFs, with additional features like ESG data, but lacking in areas like mutual funds and bonds. Ally Invest also provides tools such as stock and ETF screeners, which are absent from eToro’s offerings. This breadth in research options results in Ally Invest receiving a market research rating of 3.5 stars, compared to eToro's 1.5 stars, and a ranking of #8 versus eToro's #14 among 14 brokers on StockBrokers.com.
Both Ally Invest and eToro offer stock research leveraging social media sentiment data, which can be invaluable for investors looking to gauge market sentiment. However, neither broker provides downloadable PDF research reports for stocks, ETFs, or mutual funds, which might be a drawback for those who prefer offline access to detailed analysis. Despite this, Ally Invest's inclusion of a stock screener and ETF screener gives users tools to identify trade ideas, adding more depth to its research capabilities, whereas eToro lacks these features entirely.
In terms of ESG research, eToro has a slight edge over Ally Invest by incorporating this contemporary and increasingly sought-after investment research element. Despite eToro's singular advantage, Ally Invest's broad research scope covering more traditional investment sectors significantly outweighs this, making it the preferred choice for investors seeking a well-rounded market research experience.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Research - Stocks | Yes | Yes |
| Screener - Stocks | Yes | No |
| Research - ETFs | Yes | Yes |
| Screener - ETFs | Yes | No |
| Research - Mutual Funds | Yes | No |
| Screener - Mutual Funds | No | No |
| Research - Fixed Income | Yes | No |
| Screener - Fixed Income | Yes | No |
| Research |
|
|
When it comes to banking capabilities, Ally Invest outshines eToro by providing a comprehensive range of financial services. Ally Invest supports a full suite of banking options, including checking and savings accounts, debit and credit cards, as well as mortgage loans. Additionally, Ally Invest offers certificates of deposit (CDs), giving customers more opportunities to grow their savings. In stark contrast, eToro lacks these banking offerings entirely, as it does not provide checking or savings accounts, debit or credit cards, mortgage loans, or CDs. For those seeking an online broker with extensive banking features, Ally Invest clearly holds a significant advantage over eToro.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Checking Accounts | Yes | |
| Savings Accounts | Yes | |
| Debit Cards | Yes | |
| Credit Cards | Yes | |
| Mortgage Loans | Yes | |
| Brokerage CDs | Yes | No |
Dive deeper: Best Brokerage Checking Accounts for 2025
After opening live accounts and testing 14 of the best online brokers, our research and live account testing finds that Ally Invest is better than eToro. Ally Invest finished with an overall score of 80.1%, while eToro finished with a score of 66.1%.
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.
Compared to online broker Ally Invest, which does not offer crypto trading and provides access to 0 cryptocurrencies, eToro supports crypto trading with 104 coins available. For investors seeking a platform for buying and selling digital assets, eToro offers significantly broader cryptocurrency access than Ally Invest.
Dive deeper: Best Online Brokers for Crypto Trading in 2025
Ally Invest offers both traditional and Roth IRA accounts with no annual fee, but imposes a $25 closure fee, whereas eToro does not provide IRA accounts, making Ally Invest the favorable choice for IRA services.
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0 of 5| Overall Rating | Ally Invest | eToro | |
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| Review | Ally Invest Review | eToro Review |
| Broker Screenshots | Ally Invest | eToro | |
|---|---|---|---|
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| Trading Fees | Ally Invest | eToro | |
|---|---|---|---|
| Minimum Deposit | $0.00 | $50.00 | |
| Stock Trades | $0.00 | $0.00 | |
| Penny Stock Fees (OTC) | $4.95 | N/A | |
| Mutual Fund Trade Fee | $0.00 | N/A | |
| Options (Per Contract) | $0.50 | $0.00 | |
| Futures (Per Contract) | (Not offered) | (Not offered) | |
| Broker Assisted Trade Fee | $20 | $0 |
| Margin Rates | Ally Invest | eToro | |
|---|---|---|---|
| Margin Rate Under $25,000 | 12% | Not offered | |
| Margin Rate $25,000 to $49,999.99 | 11.75% | Not offered | |
| Margin Rate $50,000 to $99,999.99 | 11% | Not offered | |
| Margin Rate $100,000 to $249,999.99 | 9.75% | Not offered | |
| Margin Rate $250,000 to $499,999.99 | 8.75% | Not offered | |
| Margin Rate $500,000 to $999,999.99 | 8.25% | Not offered | |
| Margin Rate Above $1,000,000 | 7.5% | Not offered |
| Account Fees | Ally Invest | eToro | |
|---|---|---|---|
| IRA Annual Fee | $0.00 | ||
| IRA Closure Fee | $25.00 | ||
| Account Transfer Out (Partial) | $50.00 | $75.00 | |
| Account Transfer Out (Full) | $50.00 | $75.00 | |
| Options Exercise Fee | $0.00 | $0.00 | |
| Options Assignment Fee | $0.00 | $0.00 |
| Investment Options | Ally Invest | eToro | |
|---|---|---|---|
| Stock Trading | Yes | Yes | |
| Account Feature - Margin Trading | Yes | No | |
| Fractional Shares (Stocks) | No | Yes | |
| OTC Stocks | Yes | No | |
| Options Trading | Yes | Yes | |
| Complex Options Max Legs | 4 | 0 | |
| Futures Trading | No | No | |
| Forex Trading | No | No | |
| Crypto Trading | No | Yes | |
| Crypto Trading - Total Coins | 0 | 104 | |
| Fixed Income (Treasurys) | Yes | No | |
| Fixed Income (Corporate Bonds) | Yes | No | |
| Fixed Income (Municipal Bonds) | Yes | No | |
| Traditional IRAs | Yes | No | |
| Roth IRAs | Yes | No | |
| Advisor Services | Yes | No | |
| International Countries (Stocks) | 0 | 0 |
| Order Types | Ally Invest | eToro | |
|---|---|---|---|
| Order Type - Market | Yes | Yes | |
| Order Type - Limit | Yes | No | |
| Order Type - After Hours | Yes | No | |
| Order Type - Stop | Yes | Yes | |
| Order Type - Trailing Stop | No | Yes | |
| Order Type - OCO | No | No | |
| Order Type - OTO | No | No | |
| Order Type - Broker Assisted | Yes | No |
| Beginners | Ally Invest | eToro | |
|---|---|---|---|
| Education (Stocks) | Yes | Yes | |
| Education (ETFs) | Yes | Yes | |
| Education (Options) | Yes | Yes | |
| Education (Mutual Funds) | Yes | No | |
| Education (Fixed Income) | Yes | Yes | |
| Education (Retirement) | Yes | No | |
| Retirement Calculator | No | No | |
| Investor Dictionary | Yes | No | |
| Paper Trading | No | Yes | |
| Videos | No | Yes | |
| Webinars | No | No | |
| Progress Tracking | No | No | |
| Interactive Learning - Quizzes | No | No |
| Stock Trading Apps | Ally Invest | eToro | |
|---|---|---|---|
| iPhone App | Yes | Yes | |
| Android App | Yes | Yes | |
| Apple Watch App | No | No | |
| Trading - Stocks | Yes | Yes | |
| Trading - After-Hours | Yes | No | |
| Trading - Simple Options | Yes | Yes | |
| Trading - Complex Options | Yes | No | |
| Order Ticket RT Quotes | Yes | Yes | |
| Order Ticket SRT Quotes | No | Yes |
| Stock App Features | Ally Invest | eToro | |
|---|---|---|---|
| Mobile Research - Market Movers | Yes | Yes | |
| Stream Live TV | No | No | |
| Videos on Demand | No | Yes | |
| Stock Alerts | No | Yes | |
| Option Chains Viewable | Yes | Yes | |
| Watchlist (Real-time) | Yes | Yes | |
| Watchlist (Streaming) | No | Yes | |
| Mobile Watchlists - Create & Manage | Yes | Yes | |
| Mobile Watchlists - Column Customization | No | No |
| Stock App Charting | Ally Invest | eToro | |
|---|---|---|---|
| Charting - After-Hours | No | Yes | |
| Charting - Can Turn Horizontally | No | No | |
| Charting - Multiple Time Frames | Yes | Yes | |
| Charting - Technical Studies | 0 | 103 | |
| Charting - Study Customizations | No | Yes | |
| Charting - Stock Comparisons | No | Yes |
| Trading Platforms | Ally Invest | eToro | |
|---|---|---|---|
| Active Trading Platform | N/A | N/A | |
| Desktop Trading Platform | No | No | |
| Desktop Platform (Mac) | No | No | |
| Web Trading Platform | Yes | Yes | |
| Paper Trading | No | Yes | |
| Trade Journal | No | No | |
| Watchlists - Total Fields | 10 | 7 |
| Stock Chart Features | Ally Invest | eToro | |
|---|---|---|---|
| Charting - Adjust Trades on Chart | No | No | |
| Charting - Indicators / Studies | 120 | 46 | |
| Charting - Drawing Tools | 36 | 48 | |
| Charting - Notes | Yes | Yes | |
| Charting - Historical Trades | No | No | |
| Charting - Corporate Events | No | No | |
| Charting - Custom Date Range | No | No | |
| Charting - Custom Time Bars | No | No | |
| Charting - Automated Analysis | Yes | No | |
| Charting - Save Profiles | Yes | Yes | |
| Trade Ideas - Technical Analysis | No | Yes | |
| Charting - Study Customizations | 8 | 5 | |
| Charting - Custom Studies | No | No |
| Day Trading | Ally Invest | eToro | |
|---|---|---|---|
| Streaming Time & Sales | No | Yes | |
| Streaming TV | No | No | |
| Direct Market Routing - Equities | No | No | |
| Ladder Trading | No | No | |
| Trade Hot Keys | No | No | |
| Level 2 Quotes - Stocks | No | No | |
| Trade Ideas - Backtesting | No | No | |
| Trade Ideas - Backtesting Adv | No | No | |
| Short Locator | No | No | |
| Order Liquidity Rebates | No | No |
| Research Overview | Ally Invest | eToro | |
|---|---|---|---|
| Research - Stocks | Yes | Yes | |
| Research - ETFs | Yes | Yes | |
| Research - Mutual Funds | Yes | No | |
| Research - Pink Sheets / OTCBB | Yes | No | |
| Research - Fixed Income | Yes | No | |
| Screener - Stocks | Yes | No | |
| Screener - ETFs | Yes | No | |
| Screener - Mutual Funds | No | No | |
| Screener - Fixed Income | Yes | No | |
| Portfolio Asset Allocation | No | No |
| Stock Research | Ally Invest | eToro | |
|---|---|---|---|
| Stock Research - PDF Reports | 0 | 0 | |
| Stock Research - Earnings | No | Yes | |
| Stock Research - Insiders | Yes | Yes | |
| Stock Research - Social | Yes | Yes | |
| Stock Research - News | Yes | Yes | |
| Stock Research - ESG | No | Yes | |
| Stock Research - SEC Filings | No | Yes |
| ETF Research | Ally Invest | eToro | |
|---|---|---|---|
| ETFs - Investment Objective | No | Yes | |
| ETF Fund Facts - Inception Date | No | No | |
| ETF Fund Facts - Expense Ratio | Yes | No | |
| ETF Fund Facts - Total Assets | Yes | No | |
| ETF Fund Facts - Total Holdings | No | No | |
| ETFs - Top 10 Holdings | Yes | No | |
| ETFs - Sector Exposure | No | No | |
| ETFs - Risk Analysis | No | No | |
| ETFs - Ratings | Yes | Yes | |
| ETFs - Morningstar StyleMap | No | No | |
| ETFs - PDF Reports | No | No |
| Mutual Fund Research | Ally Invest | eToro | |
|---|---|---|---|
| Mutual Funds - Investment Objective | Yes | No | |
| Mutual Funds - Performance Chart | Yes | No | |
| Mutual Funds - Performance Analysis | No | No | |
| Mutual Funds - Prospectus | No | No | |
| Mutual Funds - 3rd Party Ratings | Yes | No | |
| Mutual Funds - Fees Breakdown | No | No | |
| Mutual Funds - Top 10 Holdings | Yes | No | |
| Mutual Funds - Asset Allocation | No | No | |
| Mutual Funds - Sector Allocation | Yes | No | |
| Mutual Funds - Country Allocation | No | No | |
| Mutual Funds - StyleMap | No | No |
| Options Trading | Ally Invest | eToro | |
|---|---|---|---|
| Option Chains - Total Greeks | 5 | 4 | |
| Option Analysis - P&L Charts | No | No |
| Banking | Ally Invest | eToro | |
|---|---|---|---|
| Bank (Member FDIC) | Yes | ||
| Checking Accounts | Yes | ||
| Savings Accounts | Yes | ||
| Credit Cards | Yes | ||
| Debit Cards | Yes | ||
| Mortgage Loans | Yes |
| Customer Service | Ally Invest | eToro | |
|---|---|---|---|
| Phone Support (Prospective Customers) | Yes | No | |
| Phone Support (Current Customers) | Yes | No | |
| Email Support | Yes | Yes | |
| Live Chat (Prospective Customers) | No | Yes | |
| Live Chat (Current Customers) | Yes | Yes | |
| 24/7 Support | Yes | No |
| Overall | Ally Invest | eToro | |
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| Winner | check_circle | ||
| Review | Ally Invest Review | eToro Review |
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