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Ally Invest vs eToro 2025

StockBrokers.com

Written by StockBrokers.com

July 03, 2025

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.

Ally Invest
4/5 Stars Overall
  • Minimum Deposit: $0.00
  • Stock Trades: $0.00
  • Options (Per Contract): $0.50
eToro
3.5/5 Stars Overall
  • Minimum Deposit: $50.00
  • Stock Trades: $0.00
  • Options (Per Contract): $0.00

Range of investments

When choosing between Ally Invest and eToro based on investment options, it’s important to match their offerings with your personal needs. Ally Invest excels with a 4.5-star rating and a commendable 8th place ranking among 14 brokers by StockBrokers.com for its range of investments. In contrast, eToro earns a 2.5-star rating and ranks 14th, primarily due to its limited selection in traditional investment options. Whether you prioritize stock trading, IRA accounts, or diving into cryptocurrency, understanding the strengths and weaknesses of each platform can guide you to the right choice for your financial goals.

Ally Invest offers a broad range of investment options including stock trading, margin trading, OTC stocks, mutual funds, and options trading. Additionally, Ally Invest provides traditional and Roth IRA accounts, allowing users to focus on retirement planning. Those keen on guidance can benefit from their advisor services, adding another layer of support for investors. However, Ally Invest does not currently offer cryptocurrency trading or the ability to trade fractional shares, which might limit some investors looking for diversification in these fields.

eToro, on the other hand, stands out with its cryptocurrency trading option, featuring access to 26 different coins, making it a more appealing choice for those interested in the digital currency market. The platform also supports stock trading and options trading, as well as fractional shares, uniquely positioning it for those who want to start investing with smaller amounts. However, eToro lacks certain traditional investment avenues such as OTC stocks, mutual funds, and IRAs, and does not provide margin trading or advisor services, which might be drawbacks for more seasoned investors looking for a more comprehensive offering.

Feature Ally Invest logoAlly Invest
eToro logoeToro
Stock Trading info Yes Yes
Margin Trading info Yes No
Fractional Shares info No Yes
OTC Stocks info Yes No
Mutual Funds info Yes No
Options Trading info Yes Yes
Futures Trading info No No
Crypto Trading info No Yes
Crypto Trading - Total Coins info 0 26
Range of Investments 4.5/5 Stars 2.5/5 Stars

Dive deeper: Best Options Trading Platforms for 2025, Best Futures Trading Platforms for 2025: A Beginner-Friendly Guide to an Advanced Market

Trading platforms and tools

When choosing between Ally Invest and eToro for trading, understanding their platform offerings is crucial. Ally Invest emerges as a slightly more favored option with a ranking of #10 out of 14 brokers and a rating of 3 out of 5 stars for its trading platforms and tools. Meanwhile, eToro, ranked #12 with a 2.5-star rating, offers unique features like paper trading but lags behind Ally Invest in areas such as charting customization and technical indicators.

Ally Invest and eToro both offer user-friendly, browser-based trading platforms but lack downloadable options for Windows and Mac. While eToro provides paper trading, a beneficial feature for those new to trading or looking to test strategies risk-free, Ally Invest compensates with a wider array of charting capabilities. Ally Invest supports 120 technical indicators and 36 drawing tools compared to eToro’s 46 indicators and 48 drawing tools, showing a clear advantage in technical analysis offerings.

Customization options further differentiate the two platforms. Ally Invest allows users to save multiple chart profiles and offers eight customization fields for SMA study edits, compared to eToro’s five. Both enable users to add notes and index overlays on charts, though neither supports historical trade displays or custom study creation. Despite some similarities, Ally Invests' ability to showcase automated technical analysis chart patterns sets it apart from eToro, providing an edge for those heavily reliant on chart analysis.

Feature Ally Invest logoAlly Invest
eToro logoeToro
Web Trading Platform info Yes Yes
Desktop Trading Platform info No No
Desktop Platform (Mac) info No No
Paper Trading info No Yes
Watch Lists - Total Fields info 10 7
Charting - Indicators / Studies info 120 46
Charting - Drawing Tools info 36 48
Platforms & Tools 3/5 Stars 2.5/5 Stars

Dive deeper: Best Online Brokers & Trading Platforms for 2025, Best Paper Trading Apps & Platforms for 2025

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Beginners and education

When comparing Ally Invest and eToro for beginner and investor education, the two platforms offer distinct benefits. Ally Invest provides comprehensive education on a wide array of financial topics, including stocks, ETFs, options, mutual funds, and bonds. This makes it a valuable resource for beginners looking to deepen their understanding of diverse investment vehicles. However, Ally Invest lacks interactive educational tools like paper trading, videos, and webinars, which might engage newer investors in a more hands-on way. Despite this, StockBrokers.com has rated Ally Invest 4 stars for its educational offerings, positioning it at a respectable #7 out of 14 brokers in their rankings.

On the other hand, eToro is tailored towards hands-on learning with paper trading capabilities and educational videos, which can help beginners practice and absorb information more effectively. However, its educational content is limited to stock education, missing other significant investment areas like ETFs, mutual funds, options, and bonds. As a result, eToro receives a lower educational rating of 2.5 stars and is ranked #14 out of 14 brokers by StockBrokers.com. While eToro is better suited for those who prefer interactive learning methods, Ally Invest provides a broader educational foundation for those looking to deepen their knowledge of various investment options.

Feature Ally Invest logoAlly Invest
eToro logoeToro
Education (Stocks) info Yes Yes
Education (ETFs) info Yes No
Education (Options) info Yes No
Education (Mutual Funds) info Yes No
Education (Bonds) info Yes No
Paper Trading info No Yes
Videos info No Yes
Webinars info No No
Education 4/5 Stars 2.5/5 Stars

Dive deeper: Best Stock Trading Platforms for Beginners of 2025

Stock trading apps

When it comes to stock trading apps, both Ally Invest and eToro provide reliable mobile platforms, yet they cater to different preferences and needs. eToro is slightly ahead in the competitive landscape, boasting a rating of 4.5 stars compared to Ally Invest's 4 stars. On the list of 14 brokers ranked by StockBrokers.com, eToro occupies the 11th spot, while Ally Invest comes in at 13th. Although both brokers offer iPhone and Android apps, as well as the ability to trade options on mobile, eToro offers additional features that can enhance the trading experience, which might account for its higher ranking and rating.

For those seeking a more feature-rich experience, eToro offers several advantages. It provides streaming quotes and video on demand, which are not available with Ally Invest. eToro also excels in charting capabilities, offering 103 technical studies compared to Ally Invest's lack of such features. Additionally, eToro supports after-hours charting and allows for stock comparisons on charts, further enhancing its analytical tools. Although both platforms support creating custom watch lists, eToro's broader set of features may appeal more to traders who value in-depth analysis and alerts.

Despite some limitations, Ally Invest still offers robust mobile trading for users with basic trading requirements. It provides essential tools like after-hours stock trading and allows viewing of multiple time frames in charting. However, for traders focused on advanced charting and real-time updates, eToro stands out as a more comprehensive option. Ultimately, the choice between Ally Invest and eToro will depend on individual needs, particularly whether one prioritizes advanced analysis and real-time data over simplicity and straightforwardness.

Feature Ally Invest logoAlly Invest
eToro logoeToro
iPhone App info Yes Yes
Android App info Yes Yes
Apple Watch App info No No
Stock Alerts info No Yes
Charting - After-Hours info No Yes
Charting - Technical Studies info 0 103
Mobile Trading Apps 4/5 Stars 4.5/5 Stars

Dive deeper: Best Stock Trading Apps for 2025

Fees

When comparing Ally Invest and eToro, it's clear that both have their strengths depending on your investment needs. Ally Invest stands out with its $0 minimum deposit requirement, making it particularly attractive for beginners looking to dip their toes into investing without upfront financial commitment. Additionally, Ally Invest offers more comprehensive margin trading with a tiered interest structure, although eToro does not provide this option. Meanwhile, eToro boasts fee-free options contracts, which can be appealing for traders focused on options trading. Notably, both platforms offer commission-free stock trading, which is a big win for cost-conscious investors.

In terms of fees beyond trading, Ally Invest and eToro differ with regard to account transfer charges. For those looking to move their investments, Ally Invest's fees are generally lower at $50 for both partial and full account transfers, while eToro charges $75 for the same services. Examining retirement accounts, Ally Invest doesn’t charge an annual fee, but does require a $25 closure fee, whereas detailed fee information for IRAs at eToro remains unspecified. This could be a consideration for those thinking long-term about retirement investments.

While both brokerages offer commission-free trading on stocks and no fees for options exercises or assignments, the best choice depends on your individual needs. Ally Invest may be more appealing for investors who value low entry requirements and have varied investing preferences, including margin trading within a wider financial strategy. On the other hand, if options trading without additional fees is your main interest, eToro might be more appealing despite its higher account transfer fees. Each platform has distinct benefits that cater to different investor priorities, so reflecting on your financial goals is key.

Feature Ally Invest logoAlly Invest
eToro logoeToro
Minimum Deposit info $0.00 $50.00
Stock Trades info $0.00 $0.00
Options (Per Contract) info $0.50 $0.00
Options Exercise Fee info $0.00 $0.00
Options Assignment Fee info $0.00 $0.00
IRA Annual Fee info $0.00
IRA Closure Fee info $25.00

Dive deeper: Best Free Trading Platforms for 2025

Day Trading

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 logoAlly Invest
eToro logoeToro
Streaming Time & Sales info No Yes
Streaming TV info No No
Direct Market Routing - Stocks info No No
Level 2 Quotes - Stocks info No No
Trade Ideas - Backtesting info No No
Trade Ideas - Backtesting Adv info No No
Short Locator info No No

Dive deeper: Best Day Trading Platforms for 2025

Market Research

When comparing the market research capabilities of Ally Invest and eToro, it becomes clear that Ally Invest offers a more comprehensive set of tools and resources for investors. With its ability to research stocks, ETFs, mutual funds, pink sheets, and bonds, Ally Invest provides investors with a wide range of insights. Additionally, Ally allows users to view portfolio allocation by asset class and offers several screeners for generating trade ideas. On the other hand, eToro, while incorporating social media sentiment and ESG research, lacks many of the foundational research tools, making Ally Invest the more versatile option for investors seeking in-depth market analysis.

Ally Invest's strength in market research is evident in its offerings for stocks, ETFs, mutual funds, and bonds, as well as its unique tools such as social media sentiment analysis and a stock screener for trade ideas. In contrast, eToro's offerings are more limited, focusing primarily on social media sentiment and ESG research but lacking in foundational research areas like mutual funds and bonds. Both platforms offer zero downloadable PDF research reports, highlighting an area for potential improvement.

Ranked by StockBrokers.com, Ally Invest sits comfortably at a respectable #8 spot among 14 brokers, with a 3.5-star rating for market research. This contrasts sharply with eToro, which ranks at the bottom of the list at #14, holding a modest 1.5-star rating. Despite some unique tools, eToro's market research capabilities are significantly less comprehensive than those of Ally Invest, making it less appealing for those requiring extensive research options for investment decisions.

Feature Ally Invest logoAlly Invest
eToro logoeToro
Research - Stocks info Yes Yes
Screener - Stocks info Yes No
Research - ETFs info Yes Yes
Screener - ETFs info Yes No
Research - Mutual Funds info Yes No
Screener - Mutual Funds info No No
Research - Bonds info Yes No
Screener - Bonds info Yes No
Research 3.5/5 Stars 1.5/5 Stars

Banking

When comparing Ally Invest to eToro for their banking capabilities, Ally Invest emerges as the more versatile choice. Ally Invest provides a full suite of banking services including checking and savings accounts, offering a convenient dual-purpose platform for both trading and basic financial needs. Along with debit and credit card options, Ally Invest also supports customers with mortgage loans and Certificates of Deposit (CDs), making it a comprehensive banking solution for users seeking convenience and variety. In contrast, eToro does not offer any of these traditional banking services. For those looking for an online broker with extensive banking options, Ally Invest stands out as the clear winner over eToro.

Feature Ally Invest logoAlly Invest
eToro logoeToro
Checking Accounts info Yes No
Savings Accounts info Yes No
Debit Cards info Yes No
Credit Cards info Yes No
Mortgage Loans info Yes No
CDs info Yes No

Dive deeper: Best Brokerage Checking Accounts for 2025

Winner

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.

FAQs

Can you trade cryptocurrency with Ally Invest or eToro?

When comparing online brokers, eToro stands out for cryptocurrency enthusiasts by offering trading in 26 different coins, while Ally Invest does not provide any options for crypto trading.

Dive deeper: Best Online Brokers for Crypto Trading in 2025

Does Ally Invest or eToro offer IRAs?

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.

Dive deeper: Best IRA Accounts for 2025

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Compare

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Overall Rating Ally Invest eToro
Overall 4/5 Stars 3.5/5 Stars
Range of Investments 4.5/5 Stars 2.5/5 Stars
Platforms & Tools 3/5 Stars 2.5/5 Stars
Mobile Trading Apps 4/5 Stars 4.5/5 Stars
Research 3.5/5 Stars 1.5/5 Stars
Customer Service 4/5 Stars N/A
Education 4/5 Stars 2.5/5 Stars
Ease of Use 4.5/5 Stars 4/5 Stars
Winner check_circle
Review Ally Invest Review eToro Review
Broker Screenshots Ally Invest eToro
Trading Platform & Tools Gallery (click to expand)
Research Gallery (click to expand)
Mobile Trading Apps Gallery (click to expand)
Education Gallery (click to expand)
Trading Fees Ally Invest eToro
Minimum Deposit info $0.00 $50.00
Stock Trades info $0.00 $0.00
Penny Stock Fees (OTC) info $4.95 N/A
Mutual Fund Trade Fee info $0.00 N/A
Options (Per Contract) info $0.50 $0.00
Futures (Per Contract) info (Not offered) (Not offered)
Broker Assisted Trade Fee info $20 $0
Margin Rates Ally Invest eToro
Margin Rate Under $25,000 info 13% Not offered
Margin Rate $25,000 to $49,999.99 info 12.75% Not offered
Margin Rate $50,000 to $99,999.99 info 12% Not offered
Margin Rate $100,000 to $249,999.99 info 10.75% Not offered
Margin Rate $250,000 to $499,999.99 info 9.75% Not offered
Margin Rate $500,000 to $999,999.99 info 9.25% Not offered
Margin Rate Above $1,000,000 info 8.5% Not offered
Account Fees Ally Invest eToro
IRA Annual Fee info $0.00
IRA Closure Fee info $25.00
Account Transfer Out (Partial) info $50.00 $75.00
Account Transfer Out (Full) info $50.00 $75.00
Options Exercise Fee info $0.00 $0.00
Options Assignment Fee info $0.00 $0.00
Investment Options Ally Invest eToro
Stock Trading info Yes Yes
Margin Trading info Yes No
Fractional Shares info No Yes
OTC Stocks info Yes No
Options Trading info Yes Yes
Complex Options Max Legs info 4 0
Futures Trading info No No
Forex Trading info No No
Crypto Trading info No Yes
Crypto Trading - Total Coins info 0 26
Mutual Funds (No Load) info 13000 0
Mutual Funds (Total) info 14000 0
Bonds (US Treasury) info Yes No
Bonds (Corporate) info Yes No
Bonds (Municipal) info Yes No
Traditional IRAs info Yes No
Roth IRAs info Yes No
Advisor Services info Yes No
International Countries (Stocks) info 0 0
Order Types Ally Invest eToro
Order Type - Market info Yes Yes
Order Type - Limit info Yes No
Order Type - After Hours info Yes No
Order Type - Stop info Yes Yes
Order Type - Trailing Stop info No Yes
Order Type - OCO info No No
Order Type - OTO info No No
Order Type - Broker Assisted info Yes No
Beginners Ally Invest eToro
Education (Stocks) info Yes Yes
Education (ETFs) info Yes No
Education (Options) info Yes No
Education (Mutual Funds) info Yes No
Education (Bonds) info Yes No
Education (Retirement) info Yes No
Retirement Calculator info No No
Investor Dictionary info Yes No
Paper Trading info No Yes
Videos info No Yes
Webinars info No No
Webinars (Archived) info Yes No
Progress Tracking info No No
Interactive Learning - Quizzes info No No
Stock Trading Apps Ally Invest eToro
iPhone App info Yes Yes
Android App info Yes Yes
Apple Watch App info No No
Trading - Stocks info Yes Yes
Trading - After-Hours info Yes No
Trading - Simple Options info Yes Yes
Trading - Complex Options info Yes No
Order Ticket RT Quotes info Yes Yes
Order Ticket SRT Quotes info No Yes
Stock App Features Ally Invest eToro
Market Movers (Top Gainers) info Yes Yes
Stream Live TV info No No
Videos on Demand info No Yes
Stock Alerts info No Yes
Option Chains Viewable info Yes Yes
Watch List (Real-time) info Yes Yes
Watch List (Streaming) info No Yes
Watch Lists - Create & Manage info Yes Yes
Watch Lists - Column Customization info No No
Stock App Charting Ally Invest eToro
Charting - After-Hours info No Yes
Charting - Can Turn Horizontally info No No
Charting - Multiple Time Frames info Yes Yes
Charting - Technical Studies info 0 103
Charting - Study Customizations info No Yes
Charting - Stock Comparisons info No Yes
Trading Platforms Ally Invest eToro
Active Trading Platform info N/A N/A
Desktop Trading Platform info No No
Desktop Platform (Mac) info No No
Web Trading Platform info Yes Yes
Paper Trading info No Yes
Trade Journal info No No
Watch Lists - Total Fields info 10 7
Stock Chart Features Ally Invest eToro
Charting - Adjust Trades on Chart info No No
Charting - Indicators / Studies info 120 46
Charting - Drawing Tools info 36 48
Charting - Notes info Yes Yes
Charting - Index Overlays info Yes Yes
Charting - Historical Trades info No No
Charting - Corporate Events info No No
Charting - Custom Date Range info No No
Charting - Custom Time Bars info No No
Charting - Automated Analysis info Yes No
Charting - Save Profiles info Yes Yes
Trade Ideas - Technical Analysis info Yes Yes
Charting - Study Customizations info 8 5
Charting - Custom Studies info No No
Day Trading Ally Invest eToro
Streaming Time & Sales info No Yes
Streaming TV info No No
Direct Market Routing - Stocks info No No
Ladder Trading info No No
Trade Hotkeys info No No
Level 2 Quotes - Stocks info No No
Trade Ideas - Backtesting info No No
Trade Ideas - Backtesting Adv info No No
Short Locator info No No
Order Liquidity Rebates info No No
Research Overview Ally Invest eToro
Research - Stocks info Yes Yes
Research - ETFs info Yes Yes
Research - Mutual Funds info Yes No
Research - Pink Sheets / OTCBB info Yes No
Research - Bonds info Yes No
Screener - Stocks info Yes No
Screener - ETFs info Yes No
Screener - Mutual Funds info No No
Screener - Bonds info Yes No
Misc - Portfolio Allocation info Yes No
Stock Research Ally Invest eToro
Stock Research - PDF Reports info 0 0
Stock Research - Earnings info No Yes
Stock Research - Insiders info Yes Yes
Stock Research - Social info Yes Yes
Stock Research - News info Yes Yes
Stock Research - ESG info No Yes
Stock Research - SEC Filings info No Yes
ETF Research Ally Invest eToro
ETFs - Strategy Overview info Yes Yes
ETF Fund Facts - Inception Date info No No
ETF Fund Facts - Expense Ratio info Yes No
ETF Fund Facts - Net Assets info Yes No
ETF Fund Facts - Total Holdings info No No
ETFs - Top 10 Holdings info Yes No
ETFs - Sector Exposure info No No
ETFs - Risk Analysis info No No
ETFs - Ratings info Yes Yes
ETFs - Morningstar StyleMap info No No
ETFs - PDF Reports info No No
Mutual Fund Research Ally Invest eToro
Mutual Funds - Strategy Overview info Yes No
Mutual Funds - Performance Chart info Yes No
Mutual Funds - Performance Analysis info No No
Mutual Funds - Prospectus info No No
Mutual Funds - 3rd Party Ratings info Yes No
Mutual Funds - Fees Breakdown info No No
Mutual Funds - Top 10 Holdings info Yes No
Mutual Funds - Asset Allocation info No No
Mutual Funds - Sector Allocation info Yes No
Mutual Funds - Country Allocation info No No
Mutual Funds - StyleMap info No No
Options Trading Ally Invest eToro
Option Chains - Basic View info Yes Yes
Option Chains - Strategy View info Yes No
Option Chains - Streaming info Yes No
Option Chains - Total Columns info 8 0
Option Chains - Greeks info 5 4
Option Chains - Quick Analysis info Yes Yes
Option Analysis - P&L Charts info No No
Option Probability Analysis info Yes No
Option Probability Analysis Adv info No No
Option Positions - Greeks info Yes No
Option Positions - Greeks Streaming info No No
Option Positions - Adv Analysis info No No
Option Positions - Rolling info No No
Option Positions - Grouping info Yes No
Banking Ally Invest eToro
Bank (Member FDIC) info Yes No
Checking Accounts info Yes No
Savings Accounts info Yes No
Credit Cards info Yes No
Debit Cards info Yes No
Mortgage Loans info Yes No
Customer Service Ally Invest eToro
Phone Support (Prospect Customers) info Yes No
Phone Support (Current Customers) info Yes No
Email Support info Yes Yes
Live Chat (Prospect Customers) info No Yes
Live Chat (Current Customers) info Yes Yes
24/7 Support info Yes No
Overall Ally Invest eToro
Overall 4/5 Stars 3.5/5 Stars
Range of Investments 4.5/5 Stars 2.5/5 Stars
Platforms & Tools 3/5 Stars 2.5/5 Stars
Mobile Trading Apps 4/5 Stars 4.5/5 Stars
Research 3.5/5 Stars 1.5/5 Stars
Education 4/5 Stars 2.5/5 Stars
Ease of Use 4.5/5 Stars 4/5 Stars
Winner check_circle
Review Ally Invest Review eToro Review
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