This is the first of many posts on The Austrian. This particular post is written by Jud Stephenson, an aspiring economist and entrepreneur. Jud is currently pursuing his undergraduate degree in economics from Auburn University.
First, An Introduction:
Because I have had a few years of investing experience, trading mostly advanced options chains, I get asked fairly frequently about how to go about opening a brokerage account and which broker is the best to use. Because each broker offers different price structures, it is important to look at your investment objectives and see which broker fits your ideal investing style. Below is my review of the top 3 internet brokers of 2009:
#3 E*Trade

Back in 2007, E*Trade was my brokerage of choice. I had a modest sum of money invested in mostly mutual funds, and I also had a 6 month CD with them. Their fee schedule breaks down like this:
| Service |
High Frequency Trader |
$50k+ Account |
Less Than $50k |
| Stock Trade |
$7.99 |
$9.99 |
$12.99 |
Options Contract |
$7.99 + $0.75/ea |
$9.99 + $0.75/ea |
$12.99 + $0.75/ea |
Futures Contract |
$2.99 per contract, per side |
Mutual Funds |
$19.99 |
For options, which typically have multi-leg chains, this is simply outrageous. If I remember correctly, the stock trades are good up to 1,000 shares and the mutuals are per trade, meaning, each time you add money to a mutual fund, it costs you $20. Obviously E*Trade isn’t the cheapest in the business, but then again, they typically advertise based on ease of use, not price.
Pricing: ★★
Beyond their obvious price gouging, their customer service is absolutely horrendous. What some would consider a customer service nightmare, I would call normal for E*Trade. My nightmare consisted of them freezing my assets and demanding I send them a copy of my passport (which I didn’t have) or Fedex them a notarized letter. The first letter I sent them was thrown out because they didn’t believe it was my signature. In total, I was unable to move any of my money around for 2 weeks, which is a lot larger problem because I used them for my banking as well. It didn’t matter that I had been a valuable customer for over a year, and I begged them to speak with a manager or someone with more authority, but to no avail. I was late on a credit card payment and ultimately lost a few hundred dollars due to missed trades. An absolute nightmare.
Customer Service: ★
As for their trading “platform”, I found it lacking. The charts were not powerful and customization was tough. Visually, it was a complete eyesore. If I am going to stare at a screen for the better part of the day, the least E*Trade could do is make their platform visually pleasing. Overall though, the platform does accomplish its purpose of allowing quick and easy stock and options trades, though, without any sort of style. The platform is Java based, and available for the PC and Mac.
Platform: ★★
Overall, it is obvious that E*Trade is catering towards the “consumer trader”, operating mostly off of brand recognition and being one of the first to the internet trading market. Having E*Trade as a broker would not be a terrible choice, as the chances of having a customer service experience that matches mine must be pretty low. There are so many better alternatives from brokers with better customer service that I just can’t recommend E*Trade at all.
Overall Score: ★★
#2 Charles Schwab

Of the things that Charles Schwab does well, their customer service is outstanding. After opening up an account I promptly received a phone call within 24 hours from my account executive introducing himself and letting me know that I could call him at any time (a far cry from my experiences with E*Trade). I have a few checking accounts with Schwab, and have played around with their trading platform. Getting to the meat, their pricing breaks down like so:
| Service |
Normal Person |
$1M+ Account / High Frequency Trader |
| Stock Trade |
$12.95 |
$8.95 |
Options Contract |
$8.95 + $0.75/ea |
Futures Contract |
No Futures Trading |
Mutual Funds (non-Schwab Funds™) |
$49.95 |
Man, you thought E*Trades pricing was bad. Schwab does offer slightly better options pricing, but no futures trading at all (or if they offer it, they don’t offer pricing information). Then again, I am not that into the futures market, so not loss for me. Their $12.95 stock trade is good for up to 1,000 shares. As with E*Trade, price isn’t their strong point.
Pricing: ★★
I have already touched on customer service briefly above, but I will reiterate it again, Charles Schwab’s customer service is “a cut above”. Real people, speaking english fluently, call you on the telephone and make sure you understand everything. If you have a problem, you can ask them, problem solved. I have never in over a year of working with Schwab (for my bank accounts) had an issue with their customer service.
Customer Service: ★★★★
As far as their trading platform is concerned, Schwab offers an edge over E\Trade. In my opinion, Schwab has a better charting package than E\Trade and their package is better looking. It also has the standard features that one would expect in a modern day platform:
- Realtime Quotes
- Level II Data
- Charts
- Screeners
- Customizable Order Routing
Overall, though, their platform doesn’t have anything to make it great, only slightly better than their aforementioned competition. The word that comes to mind is unimpressed.
Platform: ★★★
Schwab really does shine when it comes to customer service, I just wish they would put more effort into becoming more competitive as far as their pricing and platform is concerned. There is a difference in just being in a market and innovating in that market, which Schwab is doing absolutely none of. Again, its not necessarily a bad firm, just probably not the best if you will be making many trades.
Overall Score: ★★★★
#1 ThinkOrSwim

I finally get to introduce you to the best broker of 2009, and you are probably wondering why you haven’t heard of them. ThinkOrSwim is not a bank, so they don’t offer savings, check, CDs, or any other bank product, they are a broker, and a broker only. I became familiar with them after going to a meeting in late June of this year. I had a chance to meet with their CEO (who is a great guy, btw) and just chat with him. They are that kind of company, the type that has around 50,000 accounts and isn’t too busy to talk to their clients. It should be noted that ThinkOrSwim was recently acquired by TD Ameritrade, but part of their merger was that TOS had to remain in business and separate for at least 10 years. With that said, their pricing may be subject to change, but currently look like this:
| Service |
Regular Account (Only Type) |
| Stock Trade |
$0.015 ($5.00 min) or $9.95 (up to 5,000 shares) |
Options Contract |
$2.95 per contract |
Futures Contract |
$3.50 per contract |
Mutual Funds |
3 Free Trades Per Month ($15.00 after) |
After looking at the pricing, it is considerably better than that offered by each of the previous competitors. It should be noted that their options pricing breaks into many different levels depending on how many contracts you trade at a time, and they even offer the ability to change your price structure to one offered by a competitor if you like it better. How much better can it get? Cheapest stock trades, mutual fund trades, and ultra-customizable options price structure makes me love these guys, and you should too. Their only drawback? Slightly higher prices on futures, but I’m not a futures guy, so it doesn’t effect me personally.
Pricing: ★★★★
Like most companies, you live and die by your customer service. After dealing with Schwab, I didn’t think there was a group of people who could best them; I was wrong. Not only can you call and get help form real people, you can get help in a multitude of ways: telephone, email, and live chat. I have sent in a non-priority email on a weekend and had it answered in less than 30 minutes! Now that is customer service! When a company only has 50,000 or so accounts (and aren’t too busy adding 1000 new accounts a day), a company can focus on the accounts they do have and not be forced to “farm out” customer service. Final word, their customer service is top notch.
Customer Service: ★★★★★
TOS has an industry leading trading platform. Actually, they have the industry leading platform. So good, in fact, it was one of the reasons that they were acquired by TD Ameritrade. Many summer trading days, I have spent hours looking over charts created for me by the TOS platform. No technical indicators are left out of their charting package, and you even have the ability to create your own. With the TOS trading platform, I have total access to stocks, options, futures, and even Forex. Its hard to beat perfection, and that is what ThinkOrSwim has created with their trading software.
Platform: ★★★★★
Man, what a lineup. Each of the three brokers all bring something to the table. E*\Trade has its sheer size, Schwab brings its outstanding customer support and banking products, and lastly, ThinkOrSwim brings its small and agile business practices, which allow them to create cutting edge software and services for their core clientele. No one beats ThinkOrSwim in any of the categories. Their prices make them suitable for the smallest to the largest traders, and those who are doing complex options trading, to those who only want to add their monthly reserves to a conservative mutual. ThinkOrSwim takes the #1 spot with an astounding five star rating.
Overall: ★★★★★