E Trade Financial Corporation is a U.S.-based financial services company headquartered in New York. It is a holding company, the major business of which is an online discount stock brokerage service for self-directed investors. Investors can buy and sell such securities as stocks, bonds, options, mutual funds, and exchange-traded funds via electronic trading platforms or by phone. E-Trade Financial also provides investor-focused banking products, primarily sweep deposits and savings products, to retail investors.
As a discount brokerage it has stated that its strategy is to provide value beyond price, ease of use and innovation, with delivery of the products and services primarily through online and technology-intensive channels.
E-Trade Financial operates directly and through numerous subsidiaries, many of which are overseen by governmental and self-regulatory organizations. The most significant subsidiaries are E TRADE Bank, E TRADE Securities LLC, E TRADE Clearing LLC, G1 Execution Services, LLC . E TRADE Financial mission is to deliver the best investing experience to its customers. E TRADE's brokerage business is regulated and licensed by the Financial Industry Regulatory Authority .
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