How to Pick the Online Broker That's Best for You

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 it's 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 assets to gain access to their own personal planner.

president Lule Demmissie, for instance, says her firm's clients value simplicity, and a major focus of the firm's continuing platform overhaul is to make it easier for clients to understand Ally's products. The buzzword often heard in a recent meeting with Ally representatives: de-jargoning. By contrast, the average client is an experienced trader in search of sophisticated tools that will