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Firstrade vs Ally Invest 2025

StockBrokers.com

Written by StockBrokers.com

July 03, 2025

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.

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

Range of investments

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 logoFirstrade
Ally Invest logoAlly Invest
Stock Trading info Yes Yes
Margin Trading info Yes Yes
Fractional Shares info Yes No
OTC Stocks info Yes Yes
Mutual Funds info Yes Yes
Options Trading info Yes Yes
Futures Trading info No No
Crypto Trading info No No
Crypto Trading - Total Coins info 0 0
Range of Investments 4.5/5 Stars 4.5/5 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 it comes to assessing the trading platforms and tools of Firstrade and Ally Invest, both brokers receive a rating of three out of five stars, signaling their satisfactory but not superior offerings. Firstrade ranks slightly behind Ally Invest, coming in at the 11th spot compared to Ally’s 10th out of 14 brokers as per StockBrokers.com. Despite their similarities, each platform has unique features that cater to different trading needs and preferences.

Both Firstrade and Ally Invest provide browser-based trading platforms, though neither offers downloadable desktop platforms for Windows or Mac users. For traders who value extensive watch lists, Firstrade is the standout with the ability to accommodate up to 50 columns, far surpassing Ally's 10. Conversely, Ally Invest shines in charting tools, offering 120 technical indicators and 36 drawing tools, a significant increase over Firstrade's 102 indicators and 8 drawing tools. Additionally, Ally allows users to add notes, display index overlays, and save multiple chart profiles, offering more charting flexibility than Firstrade.

Overall, while both platforms have noticeable gaps, such as lacking paper trading and trading journals, Ally Invest offers more in terms of customization and analytical features. For traders who prioritize a versatile charting experience, Ally Invest might be the preferred choice, whereas those who need comprehensive watch list capabilities might lean towards Firstrade. In the end, the choice depends on the specific tools and features that individual traders value most.

Feature Firstrade logoFirstrade
Ally Invest logoAlly Invest
Web Trading Platform info Yes Yes
Desktop Trading Platform info No No
Desktop Platform (Mac) info No No
Paper Trading info No No
Watch Lists - Total Fields info 50 10
Charting - Indicators / Studies info 102 120
Charting - Drawing Tools info 8 36
Platforms & Tools 3/5 Stars 3/5 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 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 logoFirstrade
Ally Invest logoAlly Invest
Education (Stocks) info Yes Yes
Education (ETFs) info No Yes
Education (Options) info Yes Yes
Education (Mutual Funds) info No Yes
Education (Bonds) info No Yes
Paper Trading info No No
Videos info Yes No
Webinars info Yes No
Education 3.5/5 Stars 4/5 Stars

Dive deeper: Best Stock Trading Platforms for Beginners of 2025

Stock trading apps

When considering stock trading apps, Firstrade seems to hold a slight edge over Ally Invest due to its higher features and ratings. Firstrade is rated at 4.5 stars, slightly surpassing Ally Invest’s 4-star rating. StockBrokers.com ranks Firstrade at number 9 out of 14 brokers, while Ally Invest lands at the 13th spot. Both platforms offer iPhone and Android apps, but Firstrade provides a few more sophisticated elements that might make it more appealing to active traders.

Firstrade and Ally Invest both cater to mobile users with apps available on iPhone and Android devices. Both platforms lack Apple Watch apps, streaming live TV, and videos on demand. Firstrade offers superior features like mobile after-hours stock trading, streaming quotes, and stock alerts, which are not available with Ally Invest. Moreover, Firstrade allows customization of watch list columns, supports viewing charts in landscape mode, and has 81 technical studies for enhanced charting, where Ally Invest falls short in customization options and technical analyses.

Both Firstrade and Ally Invest allow users to create custom watch lists and support viewing multiple time frames for charting within their mobile apps. However, Firstrade’s app enhances the trading experience with more in-depth analytical tools and features, providing an engaging and versatile platform for traders who value detailed analysis and timely notifications. Despite some limitations, the comprehensive offerings of Firstrade's app deliver a more enriched mobile trading experience compared to Ally Invest.

Feature Firstrade logoFirstrade
Ally Invest logoAlly Invest
iPhone App info Yes Yes
Android App info Yes Yes
Apple Watch App info No No
Stock Alerts info Yes No
Charting - After-Hours info No No
Charting - Technical Studies info 81 0
Mobile Trading Apps 4.5/5 Stars 4/5 Stars

Dive deeper: Best Stock Trading Apps for 2025

Fees

When comparing Firstrade and Ally Invest, both online brokers offer competitive fee structures that cater to cost-conscious investors. Firstrade shines with its fee-free structure for regular stock trades and options contracts, making it an attractive choice for those who prioritize minimizing costs. Ally Invest, while also offering $0 commission on stock trades, charges a $0.50 fee per options contract. This slight discrepancy in options fees may influence traders who engage in frequent options trading.

Both brokers have a $0 minimum deposit requirement, providing easy access to market entry for beginners and seasoned investors alike. In terms of margin interest rates for balances below $25,000, Firstrade charges 13.75%, which is slightly higher than Ally Invest's 13%. As the balance tiers increase, Ally Invest maintains a lower margin interest rate advantage, offering better rates on larger balances. When considering retirement accounts, Firstrade and Ally Invest both offer $0 annual fees, but Ally Invest imposes a $25 fee for IRA closures, unlike Firstrade's $0 charge.

Regarding account transfer fees, Ally Invest charges a more economical rate of $50 for both partial and full ACAT transfers, while Firstrade charges $55 for partial and $75 for full transfers. Both brokers equally waive options exercise and assignment fees, giving investors peace of mind for these specific transactions. Ultimately, Firstrade's advantage lies in zero-cost options trading, whereas Ally Invest may appeal to those seeking better interest rates and lower transfer fees.

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

Dive deeper: Best Free Trading Platforms for 2025

Day Trading

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 logoFirstrade
Ally Invest logoAlly Invest
Streaming Time & Sales info No No
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 it comes to comparing market research capabilities between Firstrade and Ally Invest, Firstrade emerges as the superior option. Rated at 4.5 out of 5 stars compared to Ally Invest's 3.5, Firstrade is ranked #6 among 14 brokers on StockBrokers.com for market research while Ally Invest falls behind at #8. Both platforms offer comprehensive research for stocks, ETFs, mutual funds, Pink Sheets/OTCBB, and bonds. However, Firstrade distinguishes itself with the availability of ESG (Environmental, Social, and Governance) research, which is absent at Ally Invest. Additionally, Firstrade provides more downloadable PDF research reports for stocks and ETFs, further solidifying its edge over Ally Invest in the research department.

Diving into the specifics, both Firstrade and Ally Invest support investors by offering stock, ETFs, mutual funds, and bond research, and both allow users to see their portfolio allocation by asset class. Social media sentiment data is leveraged by both brokers for stock research insights. However, a notable advantage for Firstrade is its diverse range of PDF research reports available for both stocks and ETFs, which Ally Invest lacks entirely for ETFs. Furthermore, Firstrade is enhanced by its ESG research offerings, adding another layer of value for those interested in sustainable investing.

Both brokers provide screeners for stocks and ETFs, aiding investors in generating trade ideas. While Firstrade extends this offering with screeners for mutual funds as well, Ally Invest does not provide the same option. This, combined with Firstrade's superior overall market research rating and its breadth of research reports, makes Firstrade a more compelling choice for investors looking for comprehensive market insights and tools.

Feature Firstrade logoFirstrade
Ally Invest logoAlly Invest
Research - Stocks info Yes Yes
Screener - Stocks info Yes Yes
Research - ETFs info Yes Yes
Screener - ETFs info Yes Yes
Research - Mutual Funds info Yes Yes
Screener - Mutual Funds info Yes No
Research - Bonds info Yes Yes
Screener - Bonds info Yes Yes
Research 4.5/5 Stars 3.5/5 Stars

Banking

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 logoFirstrade
Ally Invest logoAlly Invest
Checking Accounts info Yes Yes
Savings Accounts info No Yes
Debit Cards info Yes Yes
Credit Cards info No Yes
Mortgage Loans info No Yes
CDs info Yes Yes

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 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.

FAQs

Can you trade cryptocurrency with Firstrade or Ally Invest?

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

Does Firstrade or Ally Invest offer IRAs?

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.

Dive deeper: Best IRA Accounts for 2025

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Compare

0 of 5
Overall Rating Firstrade Ally Invest
Overall 4/5 Stars 4/5 Stars
Range of Investments 4.5/5 Stars 4.5/5 Stars
Platforms & Tools 3/5 Stars 3/5 Stars
Mobile Trading Apps 4.5/5 Stars 4/5 Stars
Research 4.5/5 Stars 3.5/5 Stars
Customer Service 3.5/5 Stars 4/5 Stars
Education 3.5/5 Stars 4/5 Stars
Ease of Use 4/5 Stars 4.5/5 Stars
Winner check_circle
Review Firstrade Review Ally Invest Review
Broker Screenshots Firstrade Ally Invest
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 Firstrade Ally Invest
Minimum Deposit info $0.00 $0.00
Stock Trades info $0.00 $0.00
Penny Stock Fees (OTC) info $0.00 $4.95
Mutual Fund Trade Fee info $0 $0.00
Options (Per Contract) info $0.00 $0.50
Futures (Per Contract) info (Not offered) (Not offered)
Broker Assisted Trade Fee info $19.95 $20
Margin Rates Firstrade Ally Invest
Margin Rate Under $25,000 info 13.75% 13%
Margin Rate $25,000 to $49,999.99 info 13.50% 12.75%
Margin Rate $50,000 to $99,999.99 info 13.00% 12%
Margin Rate $100,000 to $249,999.99 info 12.50% 10.75%
Margin Rate $250,000 to $499,999.99 info 12.50% 9.75%
Margin Rate $500,000 to $999,999.99 info 12.50% 9.25%
Margin Rate Above $1,000,000 info 12.50% 8.5%
Account Fees Firstrade Ally Invest
IRA Annual Fee info $0.00 $0.00
IRA Closure Fee info $0.00 $25.00
Account Transfer Out (Partial) info $55.00 $50.00
Account Transfer Out (Full) info $75.00 $50.00
Options Exercise Fee info $0.00 $0.00
Options Assignment Fee info $0.00 $0.00
Investment Options Firstrade Ally Invest
Stock Trading info Yes Yes
Margin Trading info Yes Yes
Fractional Shares info Yes No
OTC Stocks info Yes Yes
Options Trading info Yes Yes
Complex Options Max Legs info 4 4
Futures Trading info No No
Forex Trading info No No
Crypto Trading info No No
Crypto Trading - Total Coins info 0 0
Mutual Funds (No Load) info 15460 13000
Mutual Funds (Total) info 19666 14000
Bonds (US Treasury) info Yes Yes
Bonds (Corporate) info Yes Yes
Bonds (Municipal) info Yes Yes
Traditional IRAs info Yes Yes
Roth IRAs info Yes Yes
Advisor Services info No Yes
International Countries (Stocks) info 0 0
Order Types Firstrade Ally Invest
Order Type - Market info Yes Yes
Order Type - Limit info Yes Yes
Order Type - After Hours info Yes Yes
Order Type - Stop info Yes Yes
Order Type - Trailing Stop info Yes No
Order Type - OCO info Yes No
Order Type - OTO info Yes No
Order Type - Broker Assisted info Yes Yes
Beginners Firstrade Ally Invest
Education (Stocks) info Yes Yes
Education (ETFs) info No Yes
Education (Options) info Yes Yes
Education (Mutual Funds) info No Yes
Education (Bonds) info No Yes
Education (Retirement) info Yes Yes
Retirement Calculator info Yes No
Investor Dictionary info Yes Yes
Paper Trading info No No
Videos info Yes No
Webinars info Yes No
Webinars (Archived) info Yes Yes
Progress Tracking info No No
Interactive Learning - Quizzes info No No
Stock Trading Apps Firstrade Ally Invest
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 Yes
Trading - Simple Options info Yes Yes
Trading - Complex Options info Yes Yes
Order Ticket RT Quotes info Yes Yes
Order Ticket SRT Quotes info Yes No
Stock App Features Firstrade Ally Invest
Market Movers (Top Gainers) info Yes Yes
Stream Live TV info No No
Videos on Demand info No No
Stock Alerts info Yes No
Option Chains Viewable info Yes Yes
Watch List (Real-time) info Yes Yes
Watch List (Streaming) info Yes No
Watch Lists - Create & Manage info Yes Yes
Watch Lists - Column Customization info Yes No
Stock App Charting Firstrade Ally Invest
Charting - After-Hours info No No
Charting - Can Turn Horizontally info Yes No
Charting - Multiple Time Frames info Yes Yes
Charting - Technical Studies info 81 0
Charting - Study Customizations info Yes No
Charting - Stock Comparisons info No No
Trading Platforms Firstrade Ally Invest
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 No
Trade Journal info No No
Watch Lists - Total Fields info 50 10
Stock Chart Features Firstrade Ally Invest
Charting - Adjust Trades on Chart info No No
Charting - Indicators / Studies info 102 120
Charting - Drawing Tools info 8 36
Charting - Notes info No 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 No Yes
Charting - Save Profiles info No Yes
Trade Ideas - Technical Analysis info Yes Yes
Charting - Study Customizations info 6 8
Charting - Custom Studies info No No
Day Trading Firstrade Ally Invest
Streaming Time & Sales info No No
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 Firstrade Ally Invest
Research - Stocks info Yes Yes
Research - ETFs info Yes Yes
Research - Mutual Funds info Yes Yes
Research - Pink Sheets / OTCBB info Yes Yes
Research - Bonds info Yes Yes
Screener - Stocks info Yes Yes
Screener - ETFs info Yes Yes
Screener - Mutual Funds info Yes No
Screener - Bonds info Yes Yes
Misc - Portfolio Allocation info Yes Yes
Stock Research Firstrade Ally Invest
Stock Research - PDF Reports info 1 0
Stock Research - Earnings info Yes No
Stock Research - Insiders info Yes Yes
Stock Research - Social info Yes Yes
Stock Research - News info Yes Yes
Stock Research - ESG info Yes No
Stock Research - SEC Filings info Yes No
ETF Research Firstrade Ally Invest
ETFs - Strategy Overview info Yes Yes
ETF Fund Facts - Inception Date info Yes No
ETF Fund Facts - Expense Ratio info Yes Yes
ETF Fund Facts - Net Assets info Yes Yes
ETF Fund Facts - Total Holdings info Yes No
ETFs - Top 10 Holdings info Yes Yes
ETFs - Sector Exposure info Yes No
ETFs - Risk Analysis info Yes No
ETFs - Ratings info Yes Yes
ETFs - Morningstar StyleMap info Yes No
ETFs - PDF Reports info Yes No
Mutual Fund Research Firstrade Ally Invest
Mutual Funds - Strategy Overview info Yes Yes
Mutual Funds - Performance Chart info Yes Yes
Mutual Funds - Performance Analysis info Yes No
Mutual Funds - Prospectus info Yes No
Mutual Funds - 3rd Party Ratings info Yes Yes
Mutual Funds - Fees Breakdown info Yes No
Mutual Funds - Top 10 Holdings info Yes Yes
Mutual Funds - Asset Allocation info Yes No
Mutual Funds - Sector Allocation info Yes Yes
Mutual Funds - Country Allocation info Yes No
Mutual Funds - StyleMap info Yes No
Options Trading Firstrade Ally Invest
Option Chains - Basic View info Yes Yes
Option Chains - Strategy View info Yes Yes
Option Chains - Streaming info No Yes
Option Chains - Total Columns info 8 8
Option Chains - Greeks info 5 5
Option Chains - Quick Analysis info No Yes
Option Analysis - P&L Charts info Yes No
Option Probability Analysis info No Yes
Option Probability Analysis Adv info Yes No
Option Positions - Greeks info No Yes
Option Positions - Greeks Streaming info No No
Option Positions - Adv Analysis info No No
Option Positions - Rolling info Yes No
Option Positions - Grouping info No Yes
Banking Firstrade Ally Invest
Bank (Member FDIC) info No Yes
Checking Accounts info Yes Yes
Savings Accounts info No Yes
Credit Cards info No Yes
Debit Cards info Yes Yes
Mortgage Loans info No Yes
Customer Service Firstrade Ally Invest
Phone Support (Prospect Customers) info Yes Yes
Phone Support (Current Customers) info Yes Yes
Email Support info Yes Yes
Live Chat (Prospect Customers) info Yes No
Live Chat (Current Customers) info Yes Yes
24/7 Support info No Yes
Overall Firstrade Ally Invest
Overall 4/5 Stars 4/5 Stars
Range of Investments 4.5/5 Stars 4.5/5 Stars
Platforms & Tools 3/5 Stars 3/5 Stars
Mobile Trading Apps 4.5/5 Stars 4/5 Stars
Research 4.5/5 Stars 3.5/5 Stars
Education 3.5/5 Stars 4/5 Stars
Ease of Use 4/5 Stars 4.5/5 Stars
Winner check_circle
Review Firstrade Review Ally Invest Review
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