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Ally Invest vs eToro 2024

StockBrokers.com

Written by StockBrokers.com

January 31, 2024

Is Ally Invest better than eToro? After testing 18 of the best online brokers, our analysis finds that Ally Invest (84.6%) is better than eToro (76.7%). 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.

Select Brokers

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  • check_box_outline_blankcheck_boxAlly Invest
  • check_box_outline_blankcheck_boxCharles Schwab
  • check_box_outline_blankcheck_boxCiti Self Invest
  • check_box_outline_blankcheck_boxE*TRADE
  • check_box_outline_blankcheck_boxeToro
  • check_box_outline_blankcheck_boxFidelity
  • check_box_outline_blankcheck_boxFirstrade
  • check_box_outline_blankcheck_boxInteractive Brokers
  • check_box_outline_blankcheck_boxJ.P. Morgan Self-Directed Investing
  • check_box_outline_blankcheck_boxMerrill Edge
  • check_box_outline_blankcheck_boxPublic.com
  • check_box_outline_blankcheck_boxRobinhood
  • check_box_outline_blankcheck_boxSoFi Invest
  • check_box_outline_blankcheck_boxtastytrade
  • check_box_outline_blankcheck_boxTD Ameritrade
  • check_box_outline_blankcheck_boxTradeStation
  • check_box_outline_blankcheck_boxTradier
  • check_box_outline_blankcheck_boxVanguard
  • check_box_outline_blankcheck_boxWebull

Compare

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Overall Rating Ally Invest eToro
Overall 4/5 Stars 4/5 Stars
Commissions & Fees 4.5/5 Stars 4.5/5 Stars
Investment Options 4.5/5 Stars 2.5/5 Stars
Platforms & Tools 3.5/5 Stars 3.5/5 Stars
Mobile Trading Apps 4/5 Stars 4.5/5 Stars
Research 4/5 Stars 3/5 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 $0.00 $10.00
Stock Trades $0.00 $0.00
Penny Stock Fees (OTC) info $4.95 info 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 13% Not offered
Margin Rate $25,000 to $49,999.99 12.75% Not offered
Margin Rate $50,000 to $99,999.99 12% Not offered
Margin Rate $100,000 to $249,999.99 10.75% Not offered
Margin Rate $250,000 to $499,999.99 9.75% Not offered
Margin Rate $500,000 to $999,999.99 9.25% Not offered
Margin Rate Above $1,000,000 8.5% Not offered
Account Fees Ally Invest eToro
IRA Annual Fee $0.00
IRA Closure Fee $25.00
Account Transfer Out (Partial) info $50.00 $75.00
Account Transfer Out (Full) info $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 info Yes Yes
Margin Trading 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 Yes 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
Watch Lists - Total Fields info 21 7
Stock App Charting Ally Invest eToro
Charting - After-Hours info No Yes
Charting - Can Turn Horizontally info Yes No
Charting - Multiple Time Frames info Yes Yes
Charting - Technical Studies info 17 103
Charting - Study Customizations info No Yes
Charting - Stock Comparisons info Yes 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 21 7
Stock Chart Features Ally Invest eToro
Charting - Adjust Trades on Chart info No No
Charting - Indicators / Studies info 117 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 5 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 Hot Keys 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 No No
Screener - Stocks info No No
Screener - ETFs info Yes No
Screener - Mutual Funds info No No
Screener - Bonds info Yes No
Misc - Portfolio Allocation info No No
Stock Research Ally Invest eToro
Stock Research - PDF Reports info 2 0
Stock Research - Earnings info Yes 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 Yes Yes
ETF Research Ally Invest eToro
ETFs - Strategy Overview info Yes Yes
ETF Fund Facts - Inception Date info Yes No
ETF Fund Facts - Expense Ratio info Yes No
ETF Fund Facts - Net Assets info Yes No
ETF Fund Facts - Total Holdings info Yes No
ETFs - Top 10 Holdings info Yes No
ETFs - Sector Exposure info No No
ETFs - Risk Analysis info Yes No
ETFs - Ratings info Yes Yes
ETFs - Morningstar StyleMap info No No
ETFs - PDF Reports info Yes 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 Yes No
Mutual Funds - Prospectus info No No
Mutual Funds - 3rd Party Ratings info Yes No
Mutual Funds - Fees Breakdown info Yes 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 1 4
Option Chains - Quick Analysis info Yes Yes
Option Analysis - P&L Charts info Yes 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 Yes No
Option Positions - Rolling info Yes 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 No 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 Yes Yes
Live Chat (Current Customers) info Yes Yes
24/7 Support info Yes No
Overall Ally Invest eToro
Overall 4/5 Stars 4/5 Stars
Commissions & Fees 4.5/5 Stars 4.5/5 Stars
Investment Options 4.5/5 Stars 2.5/5 Stars
Platforms & Tools 3.5/5 Stars 3.5/5 Stars
Mobile Trading Apps 4/5 Stars 4.5/5 Stars
Research 4/5 Stars 3/5 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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Ally Invest vs eToro Comparison

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.

Is Ally Invest or eToro better for beginners?

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 2024, 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).

What about Ally Invest vs eToro pricing?

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.

Does Ally Invest or eToro offer a wider range of investment options?

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 #8 out of 18 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.

Do Ally Invest and eToro offer cryptocurrency?

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.

Which trading platform is better: Ally Invest or eToro?

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.

Does Ally Invest or eToro offer a better stock trading app?

After testing 25 features across the stock trading apps of Ally Invest and eToro, we found eToro 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 #13 out of 18 brokers, while eToro ranks #11.

Ally Invest Trading App Gallery

eToro Trading App Gallery

Which broker is better for researching stocks?

For research, Ally Invest offers superior market research than eToro. Ally Invest ranks #7 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.

How do Ally Invest and eToro compare in terms of minimum deposit required?

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.

Which broker offers better margin rates for accounts under $25,000?

Ally Invest charges 13% for accounts under $25,000 while eToro charges a margin rate of Not offered. The industry average of the 18 brokers we track is 9%.

Does Ally Invest offer fractional shares? Does eToro?

Fractional shares are not offered by either broker. Our research has found that 39% 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.

Can you trade penny stocks with Ally Invest or eToro?

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.

Does either broker offer banking?

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.

Which broker offers stronger customer service?

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 4th out of 13 brokers, with an overall score of 8.69 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.

Is Ally Invest good?

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 2024 StockBrokers.com Annual Awards, Ally Invest ranked among Best in Class for Bank Brokerage and Customer Service.

Is eToro good?

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 2024 StockBrokers.com Annual Awards, eToro ranked No. 1 for Investor Community and Crypto Technology.

Ally Invest vs eToro Winner

Overall winner: Ally Invest

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Securities trading offered by eToro USA Securities, Inc. (“the BD”), member of FINRA and SIPC. Cryptocurrency offered by eToro USA LLC (“the MSB”) (NMLS: 1769299) and is not FDIC or SIPC insured. Investing involves risk, and content is provided for educational purposes only, does not imply a recommendation, and is not a guarantee of future performance. StockBrokers.com is not an affiliate and may be compensated if you access certain products or services offered by the MSB and/or the BD.

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