Written by StockBrokers.com
In this head to head comparison of Firstrade vs Ally Invest, we will compare the trading platforms, mobile apps, range of investments, costs, market research, and more. Let's dive in.
When comparing Firstrade and Ally Invest, both platforms offer a strong lineup of investment options suitable for various trading strategies. They both allow stock, margin, and options trading while supporting OTC stocks and mutual funds. However, Firstrade stands out with its unique offering of fractional shares trading, something Ally Invest does not provide. On the other hand, Ally Invest enhances its service with the availability of advisor services, giving it an edge for those in need of financial guidance.
Both Firstrade and Ally Invest provide options for traditional and Roth IRA accounts, catering to investors looking to plan for their retirement. However, neither platform offers opportunities for forex, futures, or cryptocurrency trading, which might be a limitation for those specifically interested in these markets. Despite these constraints, both platforms have earned a commendable 4.5-star rating for their range of investments, offering a comprehensive selection for most traders' needs.
According to StockBrokers.com, Firstrade is ranked slightly higher at #6 compared to Ally Invest's #8 for their range of investment options among 14 brokers. This ranking underscores Firstrade's ability to cater slightly better to a diverse array of investment demands. Nevertheless, both platforms present solid choices with their own unique features and benefits, making them worthwhile considerations for online investors.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| Stock Trading | Yes | Yes |
| Account Feature - Margin Trading | Yes | Yes |
| Fractional Shares (Stocks) | Yes | No |
| OTC Stocks | Yes | Yes |
| Mutual Funds | Yes | Yes |
| Options Trading | Yes | Yes |
| Futures Trading | No | No |
| Crypto Trading | No | No |
| Crypto Trading - Total Coins | 0 | 0 |
| 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 comparing Firstrade and Ally Invest, potential traders will find that both platforms offer unique strengths and limitations in terms of trading tools. While neither Firstrade nor Ally Invest provides a desktop downloadable platform for Windows or Mac, users can rely on their convenient browser-based platforms. Both brokers have room for improvement, as they do not feature paper trading or trading journals. Overall, Firstrade and Ally Invest each received a rating of three stars from StockBrokers.com for their trading platforms and tools, ranking 11th and 10th respectively out of 14 brokers tested.
Firstrade stands out with its detailed watch lists, offering 50 columns for tracking stocks, compared to 10 columns from Ally Invest. Charting lovers might prefer Ally Invest, as it offers 120 technical indicators and 36 drawing tools, surpassing Firstrade, which provides 102 indicators and 8 drawing tools. Additionally, Ally Invest allows users to add notes and save multiple chart profiles, features that are not available with Firstrade. Both brokers offer automated technical analysis for chart patterns, providing traders insights into potential market movements.
While neither Firstrade nor Ally Invest offers options to display corporate events like earnings or dividends directly on charts, each allows traders to perform technical analysis to an extent. However, only Ally Invest allows for eight customizable fields in editing an SMA study, compared to Firstrade's six. While neither platform offers the possibility of creating custom studies, traders who prioritize note-taking and saving chart profiles might gravitate toward Ally Invest, given its additional flexibility in these areas.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| Web Trading Platform | Yes | Yes |
| Desktop Trading Platform | No | No |
| Desktop Platform (Mac) | No | No |
| Paper Trading | No | No |
| Watchlists - Total Fields | 50 | 10 |
| Charting - Indicators / Studies | 102 | 120 |
| Charting - Drawing Tools | 8 | 36 |
| Platforms & Tools |
|
|
Dive deeper: Best Online Brokers & Trading Platforms for 2025, Best Paper Trading Apps & Platforms for 2025
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When it comes to educating new investors, Firstrade and Ally Invest both offer valuable resources, but they diverge in several key areas. Firstrade provides educational content on stocks and options, complemented by engaging tools like videos and webinars. However, it falls short in covering other investment types like ETFs, mutual funds, and bonds. On the other hand, Ally Invest offers a more comprehensive educational suite, covering stocks, options, ETFs, mutual funds, and bonds, but does not include educational videos or webinars, which might appeal to those who prefer interactive learning formats.
Additionally, neither Firstrade nor Ally Invest provide paper trading or progress tracking features, and educational quizzes are absent from both platforms as well. While Firstrade is rated 3.5 stars for its educational offerings, Ally Invest edges ahead with a 4-star rating. According to StockBrokers.com rankings, Firstrade is positioned at #12 out of 14 brokers for education, whereas Ally Invest holds the #7 spot, making Ally Invest a slightly more favorable choice for individuals seeking a broader range of beginner and investor education resources.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| Education (Stocks) | Yes | Yes |
| Education (ETFs) | No | Yes |
| Education (Options) | Yes | Yes |
| Education (Mutual Funds) | No | Yes |
| Education (Fixed Income) | No | Yes |
| Paper Trading | No | No |
| Videos | Yes | No |
| Webinars | Yes | No |
| Education |
|
|
Dive deeper: Best Stock Trading Platforms for Beginners of 2025
When comparing the stock trading apps offered by Firstrade and Ally Invest, Firstrade stands out for its comprehensive features and higher customer satisfaction. Firstrade is rated at 4.5 out of 5 stars for its app capabilities, whereas Ally Invest receives a slightly lower 4-star rating. Additionally, Firstrade is ranked 9th out of 14 brokers by StockBrokers.com, compared to Ally Invest's 13th place ranking. Both brokers provide iPhone and Android apps, enabling users to trade conveniently on the go. However, the edge seems to favor Firstrade if you're prioritizing options like customized watch lists and more advanced charting capabilities.
Both Firstrade and Ally Invest offer apps for both iPhone and Android, ensuring broad accessibility. However, neither broker provides an app for the Apple Watch, positioning mobile phones as the primary technology for users. Both apps offer mobile options trading, streaming quotes, and custom watch list creation. Where they begin to diverge is in their offering of stock alerts; Firstrade provides them while Ally Invest does not. Charting functionalities also differ; Firstrade allows charts in landscape mode and offers 81 technical studies, compared to none from Ally Invest. Additionally, Firstrade enables stock comparisons on charts, a feature missing from Ally Invest’s offering.
Firstrade further outperforms Ally Invest with its mobile-stock trading, including after-hours trading, and its ability to customize watch list columns. Despite both lacking after-hours charting and video-on-demand features, these variations in mobile app capabilities may guide users toward Firstrade, especially those keen on advanced chart analysis and immediate stock alerts. Therefore, Firstrade likely appeals more to traders who favor a richer set of features and a highly-rated user experience in mobile trading apps.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| iPhone App | Yes | Yes |
| Android App | Yes | Yes |
| Apple Watch App | No | No |
| Stock Alerts | Yes | No |
| Charting - After-Hours | No | No |
| Charting - Technical Studies | 81 | 0 |
| Mobile Trading Apps |
|
|
Dive deeper: Best Stock Trading Apps for 2025
When comparing Firstrade and Ally Invest, both offer appealing features for those seeking cost-effective online trading. Both platforms require no minimum deposit, making them accessible for investors of all levels. Regular stock trades are free on both Firstrade and Ally Invest, providing a cost-effective way to invest. However, a notable difference is in the options trading fees; Firstrade charges nothing per options contract, whereas Ally Invest charges $0.50 per contract. In terms of margin trading, Ally Invest offers slightly more competitive rates across different balance tiers. It’s important to weigh these factors based on your trading style and priorities.
Looking at other account fees and charges, Firstrade and Ally Invest both offer advantages. Firstrade and Ally Invest charge nothing for IRA annual and closure fees, appealing to long-term investors planning for retirement. However, if you plan to close your IRA early, it’s worth noting that Ally Invest carries a $25 closure fee, while Firstrade does not impose any such charge. For those who may transfer accounts, Ally Invest offers lower fees for both partial and full account transfers at $50 each, compared to Firstrade, which charges $55 for partial and $75 for full transfers.
Overall, choosing between Firstrade and Ally Invest comes down to individual preferences and trading habits. Firstrade excels in offering zero charges on options contracts and IRA-related fees, while Ally Invest may save you costs in margin interest rates and account transfer fees. By evaluating these costs and how they align with your trading activities, you can make an informed decision about which broker meets your financial goals more effectively.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| Minimum Deposit | $0.00 | $0.00 |
| Stock Trades | $0.00 | $0.00 |
| Options (Per Contract) | $0.00 | $0.50 |
| Options Exercise Fee | $0.00 | $0.00 |
| Options Assignment Fee | $0.00 | $0.00 |
| IRA Annual Fee | $0.00 | $0.00 |
| IRA Closure Fee | $0.00 | $25.00 |
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When it comes to day trading, both Firstrade and Ally Invest share several similarities in terms of their capabilities and offerings. Neither platform provides streaming time and sales for stocks, streaming live TV, or direct market routing, all of which are essential tools for active traders who rely on real-time information and swift execution of trades. Additionally, both Firstrade and Ally Invest lack other advanced trading features like ladder trading and trading hotkeys, which can enhance the speed and efficiency of entering trades through keyboard shortcuts.
Furthermore, both brokers do not offer level 2 quotes, which provide detailed views of market depth, nor do they provide basic or advanced strategy backtesting, crucial features for traders interested in testing trading strategies before applying them in live markets. The absence of a short locator tool on both platforms could be a significant limitation for those who wish to assess the availability of shares for short selling in real-time. Moreover, neither Firstrade nor Ally Invest offers order liquidity (maker/taker) rebates, which might be a consideration for traders looking to optimize their cost of trading. Overall, for those focused on day trading specifically, both Firstrade and Ally Invest might fall short due to their lack of high-level trading functionalities.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| Streaming Time & Sales | No | No |
| 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 comparing Firstrade and Ally Invest based on their market research capabilities, Firstrade takes the lead as a more comprehensive platform. Firstrade not only offers in-depth research for stocks, ETFs, mutual funds, Pink Sheets, bonds, and asset allocation, but it also uniquely integrates social media sentiment analysis and ESG research into its offerings. Meanwhile, Ally Invest provides a solid foundation of stock, ETF, mutual fund, Pink Sheets, and bond research but lacks ESG research and the ability to show portfolio allocations by asset class. Overall, Firstrade receives a higher market research rating of 4.5 stars compared to Ally Invest's 3.5 stars and holds a superior rank according to StockBrokers.com, being at #6 versus Ally Invest's #8.
Both Firstrade and Ally Invest provide valuable research tools such as stock and ETF screeners to aid investors in generating trade ideas. However, Firstrade extends its capabilities by also offering a mutual fund screener, which Ally Invest does not provide. For those interested in detailed reports, Firstrade offers one downloadable PDF research report for stocks and additional reports for ETFs, while Ally Invest does not provide any downloadable reports for these categories.
The nuanced features and higher ratings of Firstrade for market research make it a preferred choice for investors seeking detailed insights and a wider array of tools. Its capability to present portfolio allocation and social media sentiment data provides a more rounded analysis. On the other hand, Ally Invest serves as a competent alternative for investors who require standard market research without the added features that Firstrade offers.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| Research - Stocks | Yes | Yes |
| Screener - Stocks | Yes | Yes |
| Research - ETFs | Yes | Yes |
| Screener - ETFs | Yes | Yes |
| Research - Mutual Funds | Yes | Yes |
| Screener - Mutual Funds | Yes | No |
| Research - Fixed Income | Yes | Yes |
| Screener - Fixed Income | Yes | Yes |
| Research |
|
|
When comparing the banking capabilities of Firstrade and Ally Invest, several differences and similarities emerge. Both online brokers provide checking accounts, debit cards, and Certificates of Deposit (CDs). However, for those seeking a more comprehensive suite of banking services, Ally Invest may be a better fit. Ally Invest offers savings accounts, credit cards, and mortgage loans, while Firstrade does not provide these options. This distinction makes Ally Invest potentially more appealing for customers looking for a one-stop-shop for both investment and wider banking needs. On the other hand, Firstrade can meet basic banking requirements with its checking account, debit card, and CD offerings.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| Checking Accounts | Yes | Yes |
| Savings Accounts | No | Yes |
| Debit Cards | Yes | Yes |
| Credit Cards | No | Yes |
| Mortgage Loans | No | Yes |
| Brokerage CDs | Yes | Yes |
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 Firstrade is better than Ally Invest. Firstrade finished with an overall score of 81.8%, while Ally Invest finished with a score of 80.1%.
With steady innovation and a growing feature set, Firstrade is quickly climbing the ranks to earn its place among the best online brokers. Firstrade’s $0 contract fee, no exercise/assignment fees, and top-tier options trade ticket make it one of the most cost-effective and well-designed platforms for options trading.
Neither Firstrade nor Ally Invest offers crypto trading options, with both platforms providing zero coins for cryptocurrency transactions.
Dive deeper: Best Online Brokers for Crypto Trading in 2025
Both Firstrade and Ally Invest offer traditional and Roth IRA accounts without any annual fees, making them cost-effective options for retirement saving. While Firstrade does not charge a fee for closing IRA accounts, Ally Invest imposes a $25 closure fee, giving Firstrade an edge for cost-sensitive investors.
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0 of 5| Overall Rating | Firstrade | Ally Invest | |
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| Winner | check_circle | ||
| Review | Firstrade Review | Ally Invest Review |
| Broker Screenshots | Firstrade | Ally Invest | |
|---|---|---|---|
| Broker Gallery (click to expand) |
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| Trading Fees | Firstrade | Ally Invest | |
|---|---|---|---|
| Minimum Deposit | $0.00 | $0.00 | |
| Stock Trades | $0.00 | $0.00 | |
| Penny Stock Fees (OTC) | $0.00 | $4.95 | |
| Mutual Fund Trade Fee | $0 | $0.00 | |
| Options (Per Contract) | $0.00 | $0.50 | |
| Futures (Per Contract) | (Not offered) | (Not offered) | |
| Broker Assisted Trade Fee | $19.95 | $20 |
| Margin Rates | Firstrade | Ally Invest | |
|---|---|---|---|
| Margin Rate Under $25,000 | 12.75% | 12% | |
| Margin Rate $25,000 to $49,999.99 | 12.50% | 11.75% | |
| Margin Rate $50,000 to $99,999.99 | 12.00% | 11% | |
| Margin Rate $100,000 to $249,999.99 | 11.50% | 9.75% | |
| Margin Rate $250,000 to $499,999.99 | 11.25% | 8.75% | |
| Margin Rate $500,000 to $999,999.99 | 9.35% | 8.25% | |
| Margin Rate Above $1,000,000 | 8.75% | 7.5% |
| Account Fees | Firstrade | Ally Invest | |
|---|---|---|---|
| IRA Annual Fee | $0.00 | $0.00 | |
| IRA Closure Fee | $0.00 | $25.00 | |
| Account Transfer Out (Partial) | $55.00 | $50.00 | |
| Account Transfer Out (Full) | $75.00 | $50.00 | |
| Options Exercise Fee | $0.00 | $0.00 | |
| Options Assignment Fee | $0.00 | $0.00 |
| Investment Options | Firstrade | Ally Invest | |
|---|---|---|---|
| Stock Trading | Yes | Yes | |
| Account Feature - Margin Trading | Yes | Yes | |
| Fractional Shares (Stocks) | Yes | No | |
| OTC Stocks | Yes | Yes | |
| Options Trading | Yes | Yes | |
| Complex Options Max Legs | 4 | 4 | |
| Futures Trading | No | No | |
| Forex Trading | No | No | |
| Crypto Trading | No | No | |
| Crypto Trading - Total Coins | 0 | 0 | |
| Fixed Income (Treasurys) | Yes | Yes | |
| Fixed Income (Corporate Bonds) | Yes | Yes | |
| Fixed Income (Municipal Bonds) | Yes | Yes | |
| Traditional IRAs | Yes | Yes | |
| Roth IRAs | Yes | Yes | |
| Advisor Services | No | Yes | |
| International Countries (Stocks) | 0 | 0 |
| Order Types | Firstrade | Ally Invest | |
|---|---|---|---|
| Order Type - Market | Yes | Yes | |
| Order Type - Limit | Yes | Yes | |
| Order Type - After Hours | Yes | Yes | |
| Order Type - Stop | Yes | Yes | |
| Order Type - Trailing Stop | Yes | No | |
| Order Type - OCO | Yes | No | |
| Order Type - OTO | Yes | No | |
| Order Type - Broker Assisted | Yes | Yes |
| Beginners | Firstrade | Ally Invest | |
|---|---|---|---|
| Education (Stocks) | Yes | Yes | |
| Education (ETFs) | No | Yes | |
| Education (Options) | Yes | Yes | |
| Education (Mutual Funds) | No | Yes | |
| Education (Fixed Income) | No | Yes | |
| Education (Retirement) | Yes | Yes | |
| Retirement Calculator | Yes | No | |
| Investor Dictionary | Yes | Yes | |
| Paper Trading | No | No | |
| Videos | Yes | No | |
| Webinars | Yes | No | |
| Progress Tracking | No | No | |
| Interactive Learning - Quizzes | No | No |
| Stock Trading Apps | Firstrade | Ally Invest | |
|---|---|---|---|
| iPhone App | Yes | Yes | |
| Android App | Yes | Yes | |
| Apple Watch App | No | No | |
| Trading - Stocks | Yes | Yes | |
| Trading - After-Hours | Yes | Yes | |
| Trading - Simple Options | Yes | Yes | |
| Trading - Complex Options | Yes | Yes | |
| Order Ticket RT Quotes | Yes | Yes | |
| Order Ticket SRT Quotes | Yes | No |
| Stock App Features | Firstrade | Ally Invest | |
|---|---|---|---|
| Mobile Research - Market Movers | Yes | Yes | |
| Stream Live TV | No | No | |
| Videos on Demand | No | No | |
| Stock Alerts | Yes | No | |
| Option Chains Viewable | Yes | Yes | |
| Watchlist (Real-time) | Yes | Yes | |
| Watchlist (Streaming) | Yes | No | |
| Mobile Watchlists - Create & Manage | Yes | Yes | |
| Mobile Watchlists - Column Customization | Yes | No |
| Stock App Charting | Firstrade | Ally Invest | |
|---|---|---|---|
| Charting - After-Hours | No | No | |
| Charting - Can Turn Horizontally | Yes | No | |
| Charting - Multiple Time Frames | Yes | Yes | |
| Charting - Technical Studies | 81 | 0 | |
| Charting - Study Customizations | Yes | No | |
| Charting - Stock Comparisons | Yes | No |
| Trading Platforms | Firstrade | Ally Invest | |
|---|---|---|---|
| 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 | No | |
| Trade Journal | No | No | |
| Watchlists - Total Fields | 50 | 10 |
| Stock Chart Features | Firstrade | Ally Invest | |
|---|---|---|---|
| Charting - Adjust Trades on Chart | No | No | |
| Charting - Indicators / Studies | 102 | 120 | |
| Charting - Drawing Tools | 8 | 36 | |
| Charting - Notes | No | 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 | Yes | |
| Charting - Save Profiles | No | Yes | |
| Trade Ideas - Technical Analysis | Yes | No | |
| Charting - Study Customizations | 6 | 8 | |
| Charting - Custom Studies | No | No |
| Day Trading | Firstrade | Ally Invest | |
|---|---|---|---|
| Streaming Time & Sales | No | No | |
| 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 | Firstrade | Ally Invest | |
|---|---|---|---|
| Research - Stocks | Yes | Yes | |
| Research - ETFs | Yes | Yes | |
| Research - Mutual Funds | Yes | Yes | |
| Research - Pink Sheets / OTCBB | Yes | Yes | |
| Research - Fixed Income | Yes | Yes | |
| Screener - Stocks | Yes | Yes | |
| Screener - ETFs | Yes | Yes | |
| Screener - Mutual Funds | Yes | No | |
| Screener - Fixed Income | Yes | Yes | |
| Portfolio Asset Allocation | Yes | No |
| Stock Research | Firstrade | Ally Invest | |
|---|---|---|---|
| Stock Research - PDF Reports | 1 | 0 | |
| Stock Research - Earnings | Yes | No | |
| Stock Research - Insiders | Yes | Yes | |
| Stock Research - Social | Yes | Yes | |
| Stock Research - News | Yes | Yes | |
| Stock Research - ESG | Yes | No | |
| Stock Research - SEC Filings | Yes | No |
| ETF Research | Firstrade | Ally Invest | |
|---|---|---|---|
| ETFs - Investment Objective | Yes | No | |
| ETF Fund Facts - Inception Date | Yes | No | |
| ETF Fund Facts - Expense Ratio | Yes | Yes | |
| ETF Fund Facts - Total Assets | Yes | Yes | |
| ETF Fund Facts - Total Holdings | Yes | No | |
| ETFs - Top 10 Holdings | Yes | Yes | |
| ETFs - Sector Exposure | Yes | No | |
| ETFs - Risk Analysis | Yes | No | |
| ETFs - Ratings | Yes | Yes | |
| ETFs - Morningstar StyleMap | Yes | No | |
| ETFs - PDF Reports | Yes | No |
| Mutual Fund Research | Firstrade | Ally Invest | |
|---|---|---|---|
| Mutual Funds - Investment Objective | Yes | Yes | |
| Mutual Funds - Performance Chart | Yes | Yes | |
| Mutual Funds - Performance Analysis | Yes | No | |
| Mutual Funds - Prospectus | Yes | No | |
| Mutual Funds - 3rd Party Ratings | Yes | Yes | |
| Mutual Funds - Fees Breakdown | Yes | No | |
| Mutual Funds - Top 10 Holdings | Yes | Yes | |
| Mutual Funds - Asset Allocation | Yes | No | |
| Mutual Funds - Sector Allocation | Yes | Yes | |
| Mutual Funds - Country Allocation | Yes | No | |
| Mutual Funds - StyleMap | Yes | No |
| Options Trading | Firstrade | Ally Invest | |
|---|---|---|---|
| Option Chains - Total Greeks | 5 | 5 | |
| Option Analysis - P&L Charts | Yes | No |
| Banking | Firstrade | Ally Invest | |
|---|---|---|---|
| Bank (Member FDIC) | No | Yes | |
| Checking Accounts | Yes | Yes | |
| Savings Accounts | No | Yes | |
| Credit Cards | No | Yes | |
| Debit Cards | Yes | Yes | |
| Mortgage Loans | No | Yes |
| Customer Service | Firstrade | Ally Invest | |
|---|---|---|---|
| Phone Support (Prospective Customers) | Yes | Yes | |
| Phone Support (Current Customers) | Yes | Yes | |
| Email Support | Yes | Yes | |
| Live Chat (Prospective Customers) | Yes | No | |
| Live Chat (Current Customers) | Yes | Yes | |
| 24/7 Support | No | Yes |
| Overall | Firstrade | Ally Invest | |
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| Winner | check_circle | ||
| Review | Firstrade Review | Ally Invest Review |
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