E*TRADE is probably the most well-known, major discount brokerage firm in the United States. I am sure that you are probably familiar with the Super Bowl commercial of the talking baby. Well, E*TRADE is more than just talking babies!
The company was started in 1991, and it is headquartered in New York City. The online broker has grown through acquisitions to become a major force in the financial services industry. E*TRADE Financial suffered a setback during the subprime crisis of 2007 and 2008. However, E*TRADE has rebounded nicely and been voted the top online broker by SmartMoney for the past three years.