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 choosing between Firstrade and Ally Invest for online trading platforms and tools, both brokers present a middle-of-the-road experience, receiving three-star ratings for their offerings. They do not lead the pack, ranking 11th and 10th, respectively, among 14 brokers. This comparison focuses on key features to help inform your choice.
Both Firstrade and Ally Invest do not provide downloadable trading platforms for Windows or Mac but do offer browser-based platforms. Neither broker supports paper trading or trading journals, which may be a consideration for investors who value practice opportunities and record-keeping. Firstrade distinguishes itself with a 50-column capability for watch lists, compared to Ally Invest's 10. However, Ally Invest ups the ante with a more extensive selection of charting tools, offering 36 drawing tools, 120 technical indicators, and the ability to add notes to charts, while Firstrade offers only 8 drawing tools and 102 indicators.
For those keen on chart customization and analysis, Ally Invest takes the lead. It allows users to save multiple chart profiles and automatically displays technical analysis patterns, features absent in Firstrade. Ally Invest also provides automated technical analysis and additional customization fields for SMA studies. Though both platforms share similarities, such as limited options to display corporate events or show historical trades on charts, Ally Invest's enhanced charting capabilities could appeal to more technically-focused traders.
| Feature |
Firstrade
|
Ally Invest
|
|---|---|---|
| Web Trading Platform | Yes | Yes |
| Desktop Trading Platform | No | No |
| Desktop Platform (Mac) | No | No |
| Paper Trading | No | No |
| Watch Lists - 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, both Firstrade and Ally Invest offer valuable resources, but they differ in their approach. Firstrade provides education on stocks and options, supplemented by educational videos and webinars. On the other hand, Ally Invest covers stocks, ETFs, options, mutual funds, and bonds, offering a more comprehensive approach for beginners. However, both platforms lack paper trading features and educational quizzes. What's noteworthy is that neither platform currently allows users to track their learning progress.
In terms of user ratings and industry rankings, Ally Invest is slightly ahead. It boasts a 4-star rating for its educational offerings and is ranked #7 out of 14 brokers according to StockBrokers.com. Firstrade, while still a strong contender, has a 3.5-star rating and is ranked #12. These differences may guide beginners toward Ally Invest if they seek a more extensive educational experience, especially pertaining to diverse investment types like ETFs and mutual funds.
| 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 | |
| Education |
|
|
Dive deeper: Best Stock Trading Platforms for Beginners of 2025
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
|
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 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
|
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 for 2025
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
|
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.
Dive deeper: Best IRA Accounts for 2025
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| 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 | 13.75% | 13% | |
| Margin Rate $25,000 to $49,999.99 | 13.50% | 12.75% | |
| Margin Rate $50,000 to $99,999.99 | 13.00% | 12% | |
| Margin Rate $100,000 to $249,999.99 | 12.50% | 10.75% | |
| Margin Rate $250,000 to $499,999.99 | 12.50% | 9.75% | |
| Margin Rate $500,000 to $999,999.99 | 12.50% | 9.25% | |
| Margin Rate Above $1,000,000 | 12.50% | 8.5% |
| 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 | ||
| 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 | |
|---|---|---|---|
| Market Movers (Top Gainers) | Yes | Yes | |
| Stream Live TV | No | No | |
| Videos on Demand | No | No | |
| Stock Alerts | Yes | No | |
| Option Chains Viewable | Yes | Yes | |
| Watch List (Real-time) | Yes | Yes | |
| Watch List (Streaming) | Yes | No | |
| Watch Lists - Create & Manage | Yes | Yes | |
| Watch Lists - 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 | No | 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 | |
| Watch Lists - 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 | No | Yes | |
| Charting - Save Profiles | No | Yes | |
| Trade Ideas - Technical Analysis | Yes | Yes | |
| 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 | Yes |
| 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 | Yes | |
| 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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