E*TRADE is now owned by Morgan Stanley, but you can still use your account the same way

Morgan Stanley bought E*TRADE in 2020 for $13 billion and completed the acquisition in 2021. If you have an E*TRADE account, you still log in the same way, trade the same way, and see the same interface. Morgan Stanley is the parent company that owns E*TRADE as a separate business unit, much like how a large company might own multiple brands.

The ownership change does not mean your account moved or that you need to do anything. E*TRADE continues to operate as its own platform with its own customer service, website, and mobile app. Morgan Stanley kept E*TRADE running independently because millions of people use it and prefer the way it works.

Over time, Morgan Stanley has integrated some services — for example, if you have both an E*TRADE account and a Morgan Stanley brokerage account, you may be able to move money between them more easily. But the core E*TRADE experience has remained largely unchanged since the acquisition.

Key Takeaways

  • Morgan Stanley owns E*TRADE as of 2021, but E*TRADE operates as its own separate platform with its own login and interface.
  • Your existing E*TRADE account works exactly as it did before the acquisition — no migration or re-registration is required.
  • E*TRADE and Morgan Stanley are now under the same parent company, which means some services can be linked if you have accounts at both.
  • Customer service, trading tools, and account features remain E*TRADE's responsibility, not Morgan Stanley's direct operation.

Why Morgan Stanley bought E*TRADE

Morgan Stanley is a large investment bank and wealth management firm. It bought E*TRADE to reach retail investors — people who manage their own money rather than hiring a financial advisor. E*TRADE had millions of individual customers, low-cost trading, and a strong reputation for self-directed investing.

The acquisition gave Morgan Stanley a way to serve smaller accounts and younger investors who prefer online trading platforms. Morgan Stanley's own brokerage business was traditionally focused on wealthier clients and institutional investors. E*TRADE filled a gap in that strategy.

What changed for E*TRADE customers after the acquisition

Most changes have been behind the scenes. E*TRADE still charges the same commissions (zero commissions on stocks and ETFs, for example), still offers the same account types, and still has the same mobile app and website. You do not need to move your money or re-register.

Some customers have noticed that E*TRADE's customer service phone lines now mention Morgan Stanley, and some back-office processes have been consolidated. For example, if you call E*TRADE support, you may hear that the company is "part of Morgan Stanley." But the person answering is still an E*TRADE representative trained on E*TRADE's systems.

Morgan Stanley has also made it easier to link accounts if you have both E*TRADE and a Morgan Stanley brokerage account. You can transfer money between them without going through separate systems. This is a convenience feature, not a requirement.

Whether you should worry about the ownership change

The short answer is no. Your account is protected by the same regulations that protected it before — the Securities Investor Protection Corporation (SIPC) insures your cash and securities up to $500,000 per account type. Morgan Stanley's ownership does not change that protection.

Morgan Stanley is a publicly traded company and a major financial institution. It has no incentive to shut down or degrade E*TRADE, which generates revenue and serves millions of customers. The company has kept E*TRADE's platform, pricing, and customer service intact.

If you are concerned about data privacy or how your information is used, you can review E*TRADE's privacy policy on its website. Morgan Stanley does not automatically share your E*TRADE data with its other divisions without your consent, though the privacy policy does explain what information may be shared within the Morgan Stanley group.

How to contact E*TRADE support if you have questions

E*TRADE customer service is available by phone, email, and chat through the E*TRADE website. You can reach them at 1-800-387-2331 (the number has not changed). Representatives can answer questions about your account, trading, or any features specific to E*TRADE.

If you have a question about how the Morgan Stanley ownership affects a specific feature or service, E*TRADE support can clarify. They handle all customer-facing issues for E*TRADE accounts.

Frequently Asked Questions

Do I need to move my money out of E*TRADE now that Morgan Stanley owns it?

No. Your account is just as find as it was before, and E*TRADE continues to operate independently. If you are happy with E*TRADE's platform and pricing, there is no reason to move your money.

Will E*TRADE shut down or merge with Morgan Stanley?

Morgan Stanley has shown no signs of shutting down E*TRADE. The company keeps it running as a separate business because it serves a large customer base. A merger would disrupt millions of accounts and would not benefit Morgan Stanley financially.

Can I link my E*TRADE account to a Morgan Stanley account?

If you have both an E*TRADE account and a Morgan Stanley brokerage account, you can link them to transfer money more easily. This is optional — you do not have to link them. Contact E*TRADE support to ask how to set this up.

Did my account fees or commissions change after the acquisition?

E*TRADE's pricing structure has remained the same. Stock and ETF commissions are still zero, and margin rates and other fees have not increased because of the Morgan Stanley ownership. If you notice a change to your account, contact E*TRADE support to ask why.