Written by StockBrokers.com
In this head to head comparison of Ally Invest vs eToro, we will compare the trading platforms, mobile apps, investment options, costs, market research, and more. Let's dive in.
When considering which online broker best fits your financial needs, Ally Invest and eToro each offer unique advantages in terms of investment options. Ally Invest maintains a robust platform suitable for traditional investors, offering services like stock trading, margin trading, options trading, and mutual funds. The broker stands out with availability of OTC stocks and traditional and Roth IRA accounts, which are not found on eToro. With a higher ranking in investment options and a solid 4.5-star rating, Ally Invest is particularly appealing for those seeking comprehensive market exposure and tax-advantaged retirement account options.
eToro, on the other hand, is tailored towards the modern investor interested in accessible and flexible investment opportunities. It shines with features like fractional share trading and a strong cryptocurrency offering that includes 26 different coins. Despite these cutting-edge options, eToro lacks the depth seen in Ally Invest as it does not provide margin trading, OTC stocks, mutual funds, or IRA accounts. This may impact investors seeking more diverse traditional market access.
In summary, while Ally Invest is the better-rated option for more traditional and retirement-focused investing, earning a higher ranking and rating from StockBrokers.com, eToro appeals to newer investors and those looking to engage in cryptocurrency and fractional share trading. Ultimately, your choice between these platforms should align with your financial goals, whether they lean towards contemporary or conventional investment opportunities.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Stock Trading | Yes | Yes |
| Margin Trading | Yes | No |
| Fractional Shares | No | Yes |
| OTC Stocks | Yes | No |
| Mutual Funds | Yes | No |
| Options Trading | Yes | Yes |
| Futures Trading | No | No |
| Crypto Trading | No | Yes |
| Crypto Trading - Total Coins | 0 | 26 |
| Range of Investments |
|
|
Dive deeper: Best Options Trading Platforms for 2025, Best Futures Trading Platforms for 2025
When comparing Ally Invest and eToro for their trading platforms and tools, Ally Invest takes a slight lead with a rating of 3 stars out of five, compared to eToro's 2.5 stars. Ranked 10th among 18 brokers by StockBrokers.com, Ally Invest edges out eToro, which is ranked 12th. Although neither platform provides desktop downloads for Windows or Mac, both offer browser-based trading solutions. However, eToro gains an advantage by supporting paper trading, which is absent from Ally Invest's offerings.
Ally Invest excels in charting capabilities, providing 120 technical indicators compared to eToro's 46. It also offers a more comprehensive array of customization with eight fields for editing an SMA study, while eToro provides five. Ally Invest boasts superior watchlist functionality with 10 columns, surpassing eToro's seven. However, eToro offers more robust drawing tools with 48 options against Ally Invest's 36, which could appeal to traders seeking intricate charting features.
Both platforms exhibit certain limitations, lacking features like the ability to adjust open orders directly on charts, display historical trades or corporate events on charts, and provide custom date ranges. Ally Invest stands out by providing automated technical analysis on charts, a feature not available on eToro. Overall, while each broker has its unique strengths and limitations, the choice between Ally Invest and eToro largely depends on individual trading needs and the preferred set of functionalities offered by each platform.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Web Trading Platform | Yes | Yes |
| Desktop Trading Platform | No | No |
| Desktop Platform (Mac) | No | No |
| Paper Trading | No | Yes |
| Watch Lists - Total Fields | 10 | 7 |
| Charting - Indicators / Studies | 120 | 46 |
| Charting - Drawing Tools | 36 | 48 |
| Platforms & Tools |
|
|
Dive deeper: Best Stock Brokers & Trading Platforms for 2025, Best Paper Trading Platforms for 2025
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When comparing Ally Invest and eToro for their educational offerings aimed at beginner investors, Ally Invest clearly takes the lead. Ally Invest provides comprehensive education on a diverse range of investment topics including stocks, ETFs, options, mutual funds, and bonds. Despite lacking in interactive tools like paper trading or educational videos, Ally Invest's in-depth educational resources have earned it a four-star rating, placing it at #8 out of 18 brokers according to StockBrokers.com. This makes Ally Invest a strong candidate for beginners seeking a broad understanding of various investment avenues.
On the other hand, eToro offers a more limited scope of educational content, focusing primarily on stock education. While it compensates with interactive features such as paper trading and educational videos, its absence of in-depth information on ETFs, options, mutual funds, and bonds—as well as lacking educational quizzes and webinars—results in a lower education rating of 2.5 stars. Ranked #15 by StockBrokers.com, eToro appeals more to those who benefit from visual learning and hands-on experience rather than depth and breadth in educational content for beginners.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Education (Stocks) | Yes | Yes |
| Education (ETFs) | Yes | No |
| Education (Options) | Yes | No |
| Education (Mutual Funds) | Yes | No |
| Education (Bonds) | Yes | No |
| Paper Trading | No | Yes |
| Videos | No | Yes |
| Webinars | No | No |
| Education |
|
|
Dive deeper: Best Stock Trading Platforms for Beginners of 2025
eToro and Ally Invest are popular platforms among online brokers for stock trading on mobile apps, each with its unique offerings catering to different investor needs. While both provide essential functionalities like iPhone and Android apps for seamless trading on the go, there are distinct differences. eToro, with a 4.5-star rating and ranked #11 by StockBrokers.com, offers superior features such as streaming quotes, videos on demand, stock alerts, after-hours charting, and comprehensive technical studies with 103 options. In contrast, Ally Invest, rated 4 stars and ranked #13, provides essential trading capabilities with strengths in mobile options trading and custom watch lists but lacks advanced features like streaming quotes and stock alerts.
Both Ally Invest and eToro deliver mobile apps compatible with iPhones and Android devices, ensuring accessibility for traders across major platforms. However, neither offers an Apple Watch app, which might be a consideration for tech-savvy users seeking maximum portability. Ally Invest and eToro enable traders to perform tasks like mobile after-hours stock and options trading and create and customize watch lists to a certain degree, although eToro has an edge in offering streaming quotes and stock alerts, enhancing real-time market engagement.
When evaluating charting capabilities, eToro again stands out, allowing after-hours charting, stock comparisons on charts, and extensive technical studies, which are beneficial for more analytical investors. On the other hand, Ally Invest provides only basic charting functionalities with multiple time frames but no technical studies or after-hours charting. Therefore, traders looking for a robust analysis platform may find eToro's offerings more comprehensive and suited to advanced trading strategies. Ultimately, the choice between Ally Invest and eToro might hinge on whether users prioritize basic trading functionalities or advanced analytical features for their mobile trading experience.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| iPhone App | Yes | Yes |
| Android App | Yes | Yes |
| Apple Watch App | No | No |
| Stock Alerts | No | Yes |
| Charting - After-Hours | No | Yes |
| Charting - Technical Studies | 0 | 103 |
| Mobile Trading Apps |
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|
Dive deeper: Best Stock Trading Apps for 2025
When comparing Ally Invest and eToro, investors' decisions will largely hinge on individual needs and preferences. Ally Invest impresses with its no-minimum deposit requirement, making it accessible for any investor, while eToro requires a minimum deposit of $50. Both platforms offer commission-free stock trades, providing a cost-effective entry into trading. On options trading, Ally Invest charges $0.50 per contract, whereas eToro charges nothing, presenting a potential edge for options traders favoring eToro. Furthermore, Ally Invest offers margin accounts with tiered interest rates for balances below $100,000, while eToro does not provide a margin account option. Thus, Ally Invest might appeal to investors interested in margin trading.
For investors focused on retirement accounts, Ally Invest does not charge annual fees for IRAs but imposes a $25 fee for IRA closure, while eToro does not provide detailed fee information on IRAs. In terms of account transfers, Ally Invest charges $50 for both partial and full transfers, which is more affordable than eToro's $75 fee for similar transactions. These factors could make Ally Invest the more appealing choice for those frequently managing multiple accounts or considering future transfers.
Both platforms provide a cost-free experience for options exercise and assignment fees, benefiting options traders who wish to control their investments without incurring additional costs. Overall, the comparison between Ally Invest and eToro reveals distinct advantages based on specific trading needs—whether focusing on basic stock trades, options trading, or leveraging retirement accounts. Investors should analyze their unique requirements and trading habits to determine which platform aligns best with their financial goals.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Minimum Deposit | $0.00 | $50.00 |
| Stock Trades | $0.00 | $0.00 |
| Options (Per Contract) | $0.50 | $0.00 |
| Options Exercise Fee | $0.00 | $0.00 |
| Options Assignment Fee | $0.00 | $0.00 |
| IRA Annual Fee | $0.00 | |
| IRA Closure Fee | $25.00 | |
| Commissions & Fees | N/A | N/A |
Dive deeper: Best Free Trading Platforms for 2025
When comparing Ally Invest and eToro for day trading capabilities, both platforms exhibit limitations. Neither broker provides direct market routing or the ability to engage in ladder trading, and both lack essential features like trading hotkeys for keyboard trade entry. Furthermore, neither Ally Invest nor eToro supports advanced trading tools such as level 2 quotes or strategy backtesting, which might be critical for serious day traders. Although eToro does offer streaming time and sales for stocks, it'll still fall short when compared to industry leaders in day trading features.
Beyond these limitations, Ally Invest and eToro don't support streaming live TV and lack features like order liquidity (maker/taker) rebates and a short locator tool to aid in real-time short selling strategies. This comparative analysis suggests that traders focused on day trading specifically might need to look beyond Ally Invest and eToro to find platforms with more robust tools and advanced functionalities designed to optimize their trading strategies. Thus, while both platforms serve certain trading needs, those with a deep focus on day trading may find them lacking in critical features.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Streaming Time & Sales | No | Yes |
| Streaming TV | No | No |
| Direct Market Routing - Stocks | 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 choosing between Ally Invest and eToro for market research capabilities, it's essential to consider their unique offerings and limitations. Both brokers provide stock and ETF research, with Ally Invest excelling in mutual fund, pink sheet, and bond research, unlike eToro. Notably, Ally Invest offers robust portfolio allocation tools and various screeners for stocks, ETFs, and bonds, rating significantly higher than eToro by StockBrokers.com, where Ally Invest ranks 8th out of 18 brokers with a 3.5-star rating compared to eToro's 1.5-star rating and a 14th place ranking.
Ally Invest caters to investors with an interest in broad market research offerings, providing insights into diverse asset classes like mutual funds and bonds, and delivering strong tools for portfolio allocation and trade idea generation. Although lacking in ESG research, Ally Invest compensates by using social media sentiment data for stock research. Conversely, eToro provides ESG-focused research despite a limited scope of research content across other asset types, and unlike Ally Invest, does not offer tools for portfolio diversification or comprehensive research screeners.
While neither platform offers downloadable PDF reports for stocks, ETFs, or mutual funds, Ally Invest stands out with advanced market screening tools unavailable on eToro. These tools enable investors to tailor their investment strategies more effectively using Ally Invest's comprehensive research landscape. On the other hand, eToro is more restricted in its research offerings, catering primarily to those keen on social sentiment and sustainable investing without the need for detailed asset class insights or screening capabilities.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Research - Stocks | Yes | Yes |
| Screener - Stocks | Yes | No |
| Research - ETFs | Yes | Yes |
| Screener - ETFs | Yes | No |
| Research - Mutual Funds | Yes | No |
| Screener - Mutual Funds | No | No |
| Research - Bonds | Yes | No |
| Screener - Bonds | Yes | No |
| Research |
|
|
When comparing the banking capabilities of online brokers Ally Invest and eToro, Ally Invest clearly offers a more comprehensive suite of banking services. Ally Invest provides customers with checking accounts, savings accounts, debit cards, credit cards, mortgage loans, and certificates of deposit (CDs), making it a versatile choice for users seeking an all-in-one financial institution. On the other hand, eToro does not offer any of these banking products, focusing solely on its investment platform. For users interested in seamless banking and investing integration, Ally Invest stands out with its robust banking offerings compared to eToro.
| Feature |
Ally Invest
|
eToro
|
|---|---|---|
| Checking Accounts | Yes | No |
| Savings Accounts | Yes | No |
| Debit Cards | Yes | No |
| Credit Cards | Yes | No |
| Mortgage Loans | Yes | No |
| CDs | Yes | No |
Dive deeper: Best Bank Accounts for Trading Stocks for 2025
After opening live accounts and testing 18 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.
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
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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| Winner | check_circle | ||
| Review | Ally Invest Review | eToro Review |
| Broker Screenshots | Ally Invest | eToro | |
|---|---|---|---|
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| Trading Fees | Ally Invest | eToro | |
|---|---|---|---|
| Minimum Deposit | $0.00 | $50.00 | |
| Stock Trades | $0.00 | $0.00 | |
| Penny Stock Fees (OTC) | $4.95 | 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) | $50.00 | $75.00 | |
| Account Transfer Out (Full) | $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 | Yes | Yes | |
| Margin Trading | Yes | No | |
| Fractional Shares | No | Yes | |
| OTC Stocks | Yes | No | |
| Options Trading | Yes | Yes | |
| Complex Options Max Legs | 4 | 0 | |
| Futures Trading | No | No | |
| Forex Trading | No | No | |
| Crypto Trading | No | Yes | |
| Crypto Trading - Total Coins | 0 | 26 | |
| Mutual Funds (No Load) | 13000 | 0 | |
| Mutual Funds (Total) | 14000 | 0 | |
| Bonds (US Treasury) | Yes | No | |
| Bonds (Corporate) | Yes | No | |
| Bonds (Municipal) | Yes | No | |
| Traditional IRAs | Yes | No | |
| Roth IRAs | Yes | No | |
| Advisor Services | Yes | No | |
| International Countries (Stocks) | 0 | 0 |
| Order Types | Ally Invest | eToro | |
|---|---|---|---|
| Order Type - Market | Yes | Yes | |
| Order Type - Limit | Yes | No | |
| Order Type - After Hours | Yes | No | |
| Order Type - Stop | Yes | Yes | |
| Order Type - Trailing Stop | No | Yes | |
| Order Type - OCO | No | No | |
| Order Type - OTO | No | No | |
| Order Type - Broker Assisted | Yes | No |
| Beginners | Ally Invest | eToro | |
|---|---|---|---|
| Education (Stocks) | Yes | Yes | |
| Education (ETFs) | Yes | No | |
| Education (Options) | Yes | No | |
| Education (Mutual Funds) | Yes | No | |
| Education (Bonds) | Yes | No | |
| Education (Retirement) | Yes | No | |
| Retirement Calculator | No | No | |
| Investor Dictionary | Yes | No | |
| Paper Trading | No | Yes | |
| Videos | No | Yes | |
| Webinars | No | No | |
| Webinars (Archived) | Yes | No | |
| Progress Tracking | No | No | |
| Interactive Learning - Quizzes | No | No |
| Stock Trading Apps | Ally Invest | eToro | |
|---|---|---|---|
| iPhone App | Yes | Yes | |
| Android App | Yes | Yes | |
| Apple Watch App | No | No | |
| Trading - Stocks | Yes | Yes | |
| Trading - After-Hours | Yes | No | |
| Trading - Simple Options | Yes | Yes | |
| Trading - Complex Options | Yes | No | |
| Order Ticket RT Quotes | Yes | Yes | |
| Order Ticket SRT Quotes | No | Yes |
| Stock App Features | Ally Invest | eToro | |
|---|---|---|---|
| Market Movers (Top Gainers) | Yes | Yes | |
| Stream Live TV | No | No | |
| Videos on Demand | No | Yes | |
| Stock Alerts | No | Yes | |
| Option Chains Viewable | Yes | Yes | |
| Watch List (Real-time) | Yes | Yes | |
| Watch List (Streaming) | No | Yes | |
| Watch Lists - Create & Manage | Yes | Yes | |
| Watch Lists - Column Customization | No | No |
| Stock App Charting | Ally Invest | eToro | |
|---|---|---|---|
| Charting - After-Hours | No | Yes | |
| Charting - Can Turn Horizontally | No | No | |
| Charting - Multiple Time Frames | Yes | Yes | |
| Charting - Technical Studies | 0 | 103 | |
| Charting - Study Customizations | No | Yes | |
| Charting - Stock Comparisons | No | Yes |
| Trading Platforms | Ally Invest | eToro | |
|---|---|---|---|
| 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 | Yes | |
| Trade Journal | No | No | |
| Watch Lists - Total Fields | 10 | 7 |
| Stock Chart Features | Ally Invest | eToro | |
|---|---|---|---|
| Charting - Adjust Trades on Chart | No | No | |
| Charting - Indicators / Studies | 120 | 46 | |
| Charting - Drawing Tools | 36 | 48 | |
| Charting - Notes | Yes | Yes | |
| Charting - Index Overlays | Yes | 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 | No | |
| Charting - Save Profiles | Yes | Yes | |
| Trade Ideas - Technical Analysis | Yes | Yes | |
| Charting - Study Customizations | 8 | 5 | |
| Charting - Custom Studies | No | No |
| Day Trading | Ally Invest | eToro | |
|---|---|---|---|
| Streaming Time & Sales | No | Yes | |
| Streaming TV | No | No | |
| Direct Market Routing - Stocks | No | No | |
| Ladder Trading | No | No | |
| Trade Hotkeys | 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 | Ally Invest | eToro | |
|---|---|---|---|
| Research - Stocks | Yes | Yes | |
| Research - ETFs | Yes | Yes | |
| Research - Mutual Funds | Yes | No | |
| Research - Pink Sheets / OTCBB | Yes | No | |
| Research - Bonds | Yes | No | |
| Screener - Stocks | Yes | No | |
| Screener - ETFs | Yes | No | |
| Screener - Mutual Funds | No | No | |
| Screener - Bonds | Yes | No | |
| Misc - Portfolio Allocation | Yes | No |
| Stock Research | Ally Invest | eToro | |
|---|---|---|---|
| Stock Research - PDF Reports | 0 | 0 | |
| Stock Research - Earnings | No | Yes | |
| Stock Research - Insiders | Yes | Yes | |
| Stock Research - Social | Yes | Yes | |
| Stock Research - News | Yes | Yes | |
| Stock Research - ESG | No | Yes | |
| Stock Research - SEC Filings | No | Yes |
| ETF Research | Ally Invest | eToro | |
|---|---|---|---|
| ETFs - Strategy Overview | Yes | Yes | |
| ETF Fund Facts - Inception Date | No | No | |
| ETF Fund Facts - Expense Ratio | Yes | No | |
| ETF Fund Facts - Net Assets | Yes | No | |
| ETF Fund Facts - Total Holdings | No | No | |
| ETFs - Top 10 Holdings | Yes | No | |
| ETFs - Sector Exposure | No | No | |
| ETFs - Risk Analysis | No | No | |
| ETFs - Ratings | Yes | Yes | |
| ETFs - Morningstar StyleMap | No | No | |
| ETFs - PDF Reports | No | No |
| Mutual Fund Research | Ally Invest | eToro | |
|---|---|---|---|
| Mutual Funds - Strategy Overview | Yes | No | |
| Mutual Funds - Performance Chart | Yes | No | |
| Mutual Funds - Performance Analysis | No | No | |
| Mutual Funds - Prospectus | No | No | |
| Mutual Funds - 3rd Party Ratings | Yes | No | |
| Mutual Funds - Fees Breakdown | No | No | |
| Mutual Funds - Top 10 Holdings | Yes | No | |
| Mutual Funds - Asset Allocation | No | No | |
| Mutual Funds - Sector Allocation | Yes | No | |
| Mutual Funds - Country Allocation | No | No | |
| Mutual Funds - StyleMap | No | No |
| Options Trading | Ally Invest | eToro | |
|---|---|---|---|
| Option Chains - Basic View | Yes | Yes | |
| Option Chains - Strategy View | Yes | No | |
| Option Chains - Streaming | Yes | No | |
| Option Chains - Total Columns | 8 | 0 | |
| Option Chains - Greeks | 5 | 4 | |
| Option Chains - Quick Analysis | Yes | Yes | |
| Option Analysis - P&L Charts | No | No | |
| Option Probability Analysis | Yes | No | |
| Option Probability Analysis Adv | No | No | |
| Option Positions - Greeks | Yes | No | |
| Option Positions - Greeks Streaming | No | No | |
| Option Positions - Adv Analysis | No | No | |
| Option Positions - Rolling | No | No | |
| Option Positions - Grouping | Yes | No |
| Banking | Ally Invest | eToro | |
|---|---|---|---|
| Bank (Member FDIC) | Yes | No | |
| Checking Accounts | Yes | No | |
| Savings Accounts | Yes | No | |
| Credit Cards | Yes | No | |
| Debit Cards | Yes | No | |
| Mortgage Loans | Yes | No |
| Customer Service | Ally Invest | eToro | |
|---|---|---|---|
| Phone Support (Prospect Customers) | Yes | No | |
| Phone Support (Current Customers) | Yes | No | |
| Email Support | Yes | Yes | |
| Live Chat (Prospect Customers) | No | Yes | |
| Live Chat (Current Customers) | Yes | Yes | |
| 24/7 Support | Yes | No |
| Overall | Ally Invest | eToro | |
|---|---|---|---|
| Overall |
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| Commissions & Fees | N/A | N/A | |
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| Ease Of Use |
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| Winner | check_circle | ||
| Review | Ally Invest Review | eToro Review |
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