INVESTING
WHEN IT COMES TO SATISFYING THEIR CLIENTS, BROKERAGES ARE AIMING AT A MOVING TARGET. AND CONSIDERING
that different investors may have wildly different needs, maybe its fairer to say that brokerages must hit several moving
targets. Our 2019 online broker ranking recognizes that no brokerage can hit the bull’s-eye for every type of client,
and that the firm with the broadest appeal may not meet your specific needs. But ultimately, we favored
firms that could do the most for most investors. // This year’s winner: E*Trade, with Interactive
Brokers and Fidelity close behind. The results show, however, that many firms have excellent
services to offer. In the seven categories we used to rate the brokerages, six different
firms won the top ranking. // As investor needs and preferences change, brokerages
must adapt. Brokerages’ mobile apps have grown more sophisticated as more
clients have demonstrated that they like to do business on the go. And
as investors have demanded lower costs, brokerages have trimmed
commissions and fees across the board. // But brokerages
also need a keen ear for clients’ particular needs. Some
clients want to be left alone to do their own thing,
while others want their hand held. Some
want to pay as little as possible to
invest, and others are willing
to pony up enough in as-
sets to gain access to
their own personal
planner.WE RANK THE
ONLINE BROKERS
No broker can hit the bull’s-eye for every type of client.
Use our results to find the best one for you. BY RYAN ERMEY
21