Ally Invest vs eToro 2025
In this head to head comparison of Ally Invest vs eToro, we will compare the trading platforms, mobile apps, range of investments, costs, market research, and more. Let's dive in.
In this head to head comparison of Ally Invest vs eToro, we will compare the trading platforms, mobile apps, range of investments, costs, market research, and more. Let's dive in.
When choosing between Ally Invest and eToro for your investment needs, the decision rests on what you value most in an online broker. Ally Invest shines with a broad range of traditional investment options, such as stock and mutual fund trading, margin trading, and options trading. Notably, Ally Invest offers both traditional and Roth IRA accounts for retirement planning, along with advisor services. In contrast, eToro offers a more limited selection of traditional investments but stands out with fractional share and cryptocurrency trading, offering 26 different coins. If you're seeking a comprehensive range of traditional investment products, Ally Invest could be the preferred choice. Conversely, if you're interested in crypto and fractional shares, eToro might cater more to your investment style.
Ally Invest provides a solid platform for those interested in stock and OTC stock trading. Investors can participate in margin trading, mutual funds, and options trading. While Ally Invest doesn't offer cryptocurrency or fractional shares, it compensates with the availability of retirement accounts and advisory services to guide your investment journey. In terms of investment diversity, Ally Invest is ranked #8 out of 16 brokers by StockBrokers.com and boasts a 4.5-star rating for its range of investments. This makes it an attractive choice for those who want a well-rounded, traditional investing experience.
On the other hand, eToro caters predominantly to those enthusiastic about crypto investments while allowing stock trading and access to fractional shares. However, eToro does not provide options like margin trading, mutual funds, OTC stocks, or retirement accounts such as IRAs. Furthermore, eToro does not offer advisor services, which may be a drawback for less experienced investors. With a 2.5-star rating for its range of investments and a ranking of #16 out of 16 brokers, eToro appeals to niche investors focusing primarily on fractional and cryptocurrency trades but may lack the comprehensive investment options desired by conventional investors.
Feature |
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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 |
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Dive deeper: Best Options Trading Platforms for 2025, Best Futures Trading Platforms for 2025
When it comes to choosing between Ally Invest and eToro for trading platforms and tools, traders might find themselves weighing various features and performance metrics. Based on evaluations, Ally Invest emerges slightly ahead with a three-star rating, compared to eToro’s 2.5-star rating. Furthermore, Ally Invest holds the 10th position among 16 brokers as rated by StockBrokers.com, with eToro ranked closely behind at 12th. Therefore, Ally Invest might offer better functionality for those needing more advanced charting capabilities, while eToro could be a choice for those seeking a platform with social trading features and paper trading for practice.
Both Ally Invest and eToro provide browser-based platforms, making them accessible across different operating systems without needing downloads. However, for those looking for paper trading to test strategies without risk, only eToro offers this feature. Ally Invest shines in the variety of charting tools, with a robust suite of 120 technical indicators compared to eToro’s 46, though eToro offers more drawing tools for chart customization. Both platforms let users customize charts by adding notes and index overlays, yet neither allows for historical trade visualization or settings for corporate events on their charts.
In terms of personalization, Ally Invest provides more options for customizing chart studies with eight fields available when editing an SMA study, as opposed to eToro's five. While neither platform supports creating custom studies, they both allow users to save multiple chart profiles, facilitating smoother transitions between different analytical setups. Despite individual strengths, traders should consider their specific needs, such as number of indicators, paper trading options, and platform usability, when choosing between the two.
Feature |
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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 |
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Dive deeper: Best Online Brokerage Accounts for 2025, Best Paper Trading Platforms for 2025
When comparing Ally Invest and eToro for their beginner and investor education capabilities, Ally Invest emerges as a more comprehensive choice for those eager to learn about investments. Ally Invest provides educational resources on stocks, ETFs, options, mutual funds, and bonds, making it a versatile platform for budding investors. However, it lacks paper trading, educational videos, webinars, and quizzes, which could be helpful for hands-on learning. Despite the absence of these features and the ability to track learning progress, Ally Invest still manages to secure a 4-star rating for education and ranks #8 out of 16 brokers according to StockBrokers.com.
Conversely, eToro offers limited educational resources but stands out with its paper trading feature, which allows beginners to practice trading without financial risk. It also provides educational videos, adding some dimension to its educational offering. Nevertheless, eToro does not cover ETFs, options, mutual funds, or bonds, which can restrict learning for those interested in a broader investment education. With a 2.5-star rating in education and a ranking of #15 out of 16 brokers, eToro may not be the optimal choice for those seeking a thorough educational foundation in investment.
Feature |
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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 |
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Dive deeper: Best Stock Trading Platforms for Beginners of 2025
When it comes to stock trading apps, both Ally Invest and eToro offer strong platforms, but eToro stands out with enhanced features tailored for active traders. Receiving a 4.5-star rating compared to Ally Invest's 4 stars, eToro's stock trading app is ranked higher at #11, whereas Ally Invest holds the #13 position among 16 brokers in the StockBrokers.com ranking. This comparison reflects eToro's comprehensive offerings, such as streaming quotes, stock alerts, and the ability to access videos on demand, which can be essential for traders seeking real-time information and educational content.
Both Ally Invest and eToro provide apps for iPhone and Android devices, ensuring accessibility for a wide range of users. However, when delving deeper into the functionalities, eToro offers more advanced features like after-hours charting and a significant number of technical studies—103 in total—compared to Ally Invest's lack of these features. eToro also allows users to display stock comparisons on charts, which can be particularly beneficial for investors looking to analyze market trends and stock performances side by side.
Although both platforms enable users to create custom watch lists and offer mobile options trading, they fall short in providing apps for the Apple Watch and the ability to customize watch list columns or view charts in landscape mode. But for traders who emphasize comprehensive market analysis, eToro's additional offerings such as stock alerts and multiple time frames for charting give it the upper hand. With features catering to both novice and experienced traders, eToro presents a more versatile mobile trading experience.
Feature |
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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, it's clear that both have their strengths depending on your investment needs. Ally Invest stands out with its $0 minimum deposit requirement, making it particularly attractive for beginners looking to dip their toes into investing without upfront financial commitment. Additionally, Ally Invest offers more comprehensive margin trading with a tiered interest structure, although eToro does not provide this option. Meanwhile, eToro boasts fee-free options contracts, which can be appealing for traders focused on options trading. Notably, both platforms offer commission-free stock trading, which is a big win for cost-conscious investors.
In terms of fees beyond trading, Ally Invest and eToro differ with regard to account transfer charges. For those looking to move their investments, Ally Invest's fees are generally lower at $50 for both partial and full account transfers, while eToro charges $75 for the same services. Examining retirement accounts, Ally Invest doesn’t charge an annual fee, but does require a $25 closure fee, whereas detailed fee information for IRAs at eToro remains unspecified. This could be a consideration for those thinking long-term about retirement investments.
While both brokerages offer commission-free trading on stocks and no fees for options exercises or assignments, the best choice depends on your individual needs. Ally Invest may be more appealing for investors who value low entry requirements and have varied investing preferences, including margin trading within a wider financial strategy. On the other hand, if options trading without additional fees is your main interest, eToro might be more appealing despite its higher account transfer fees. Each platform has distinct benefits that cater to different investor priorities, so reflecting on your financial goals is key.
Feature |
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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 |
Dive deeper: Best Free Trading Platforms for 2025
When comparing the day trading capabilities of Ally Invest and eToro, both platforms show similarities, yet they fall short in several advanced trading features. For stock traders interested in real-time data analysis, eToro provides an edge by offering streaming time and sales for stocks, while Ally Invest does not offer this feature. However, neither platform supports streaming live TV or direct market routing for stocks, which might be a downside for some active traders looking for enhanced market interaction and real-time information. Additionally, neither Ally Invest nor eToro provides ladder trading or trading hotkeys, both of which are tools that could speed up trade execution for day traders.
Looking further into the technical capabilities, both Ally Invest and eToro lack level 2 quotes and basic or advanced strategy backtesting features, which are crucial for those interested in deeper market analysis and strategy refinement. Furthermore, neither platform offers a short locator tool to determine real-time share availability for short selling, nor do they provide order liquidity (maker/taker) rebates. Day traders who prioritize these features might need to consider other online brokerage options to meet their trading needs effectively.
Feature |
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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 comparing the market research capabilities of Ally Invest and eToro, it's clear that each brokerage has its strengths and weaknesses. Ally Invest outshines with a better overall rating for market research, scoring 3.5 out of 5 stars, significantly higher than eToro's 1.5 stars. While both platforms offer research for stocks and ETFs, Ally Invest provides more comprehensive research offerings, including mutual funds, pink sheets, bonds, and the ability to see portfolio allocation by asset class. On the other hand, eToro distinguishes itself with ESG research, but lacks in other areas, specifically omitting research for mutual funds, pink sheets, and bonds.
Ally Invest supports investors with stock and ETF screeners for trade ideas and includes social media sentiment data to enhance stock research. The ability to also screen bonds adds an additional layer of functionality for users seeking to diversify their research strategy further. Although Ally Invest misses out on ESG research, its diversified research options make it more appealing for users who require a boarder selection of investment analysis tools.
eToro, while providing the unique feature of ESG research, falls short in other key areas. It doesn't provide screeners for stocks, ETFs, or bonds, nor does it offer research for mutual funds or pink sheets. Additionally, neither eToro nor Ally Invest offer downloadable PDF research reports, which may be a downside for users who prefer easily accessible, summarized insights. With eToro’s limited scope in market research and its lower ranking of 14 out of 16 brokers by StockBrokers.com, investors who prioritize comprehensive market analysis may find Ally Invest to be a more advantageous choice.
Feature |
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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 |
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When comparing Ally Invest to eToro for their banking capabilities, Ally Invest emerges as the more versatile choice. Ally Invest provides a full suite of banking services including checking and savings accounts, offering a convenient dual-purpose platform for both trading and basic financial needs. Along with debit and credit card options, Ally Invest also supports customers with mortgage loans and Certificates of Deposit (CDs), making it a comprehensive banking solution for users seeking convenience and variety. In contrast, eToro does not offer any of these traditional banking services. For those looking for an online broker with extensive banking options, Ally Invest stands out as the clear winner over eToro.
Feature |
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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 16 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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0 of 5Overall Rating | Ally Invest | eToro | |
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Overall |
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Range of Investments |
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Platforms & Tools |
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Mobile Trading Apps |
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Research |
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Customer Service |
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Education |
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Ease Of Use |
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Winner | check_circle | ||
Review | Ally Invest Review | eToro Review |
Broker Screenshots | Ally Invest | eToro | |
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Trading Platform & Tools Gallery (click to expand) | |||
Research Gallery (click to expand) | |||
Mobile Trading Apps Gallery (click to expand) | |||
Education Gallery (click to expand) |
Trading Fees | Ally Invest | eToro | |
---|---|---|---|
Minimum Deposit | $0.00 | $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 | |
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Overall |
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Range of Investments |
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Platforms & Tools |
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Mobile Trading Apps |
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Research |
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Education |
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Ease Of Use |
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Winner | check_circle | ||
Review | Ally Invest Review | eToro Review |