The stock market is at or near all-time highs, which means that brokerage firms should be seeing a lot more interest (for better or worse). Weekly business newspaper Barron’s just released their 2013 annual broker survey rankings. Here’s a snippet about their criteria:
We looked at eight categories of service, examining what can be traded online, how the tools work together across platforms, the design and capabilities of mobile platforms, educational offerings and customer service, as well as the nuts and bolts of placing and executing a trade. We closely scrutinized the various tools available for finding appropriate trades, including scanners and charts. When examining costs, we considered stock and options commissions as well as platform or maintenance fees, margin debt, and charges for transferring an account out.
Barron’s notes that overall, the online experience is improving with a growing number of brokers offering their clients real-time quotes, easier-to-use websites, and a better mobile trading experience. They also admit that their overall rankings are based on the needs of their subscribers – namely “wealthy, active traders”. As such, their overall winner was again Interactive Brokers, a broker designed for highly-active traders with an extensive feature set and low commissions. However, IB also has a minimum opening balance of $10,000, a minimum monthly fee of $10 even if you don’t trade at all, and customer service that does not cater to casual investors.
I am not an active trader, but I still like having real-time quotes, a nice user interface, and friendly service when I need it. Thankfully, Barron’s also ranked the brokers for the rest of us:
Top 5 Brokers for Novice Investors
- TD Ameritrade. Performed well in customer service & education, research tools, and mobile offerings. Free real-time quotes from NYSE, AMEX, and NASDAQ Level 1 and 2. When placing an order, the trigger price is automatically set at the midpoint between bid and ask.
- Fidelity
- E-Trade
- Charles Schwab
- Capital One 360 Sharebuilder
Top 5 Brokers for Long-Term Investing
- TD Ameritrade
- Fidelity
- Charles Schwab
- Merrill Edge
- E-Trade (down 1)
Top 5 Brokers for In-Person Service
- Scottrade. Scottrade has over 500 physical branches across US, so that when you call you reach a human in that local branch. Free in-person educational seminars are offered as well.
- Merrill Edge
- Charles Schwab
- Fidelity
- TD Ameritrade





The index fund fee wars continue… You may or may not know that Blackrock’s iShares is the largest ETF provider in the world, with over 250 US-listed ETFs and the largest asset base by a good margin. iShares ETFs tend to have big volume and are the favorites of Wall Street traders and also large money managers. But Vanguard is catching up, and iShares responded by making a move in October 2012 to appeal to long-term, buy-and-hold investors who want low-cost, broad, index ETFs. (I’m sure they also saw how people who wanted Emerging Markets exposure quickly switched from EEM to VWO due to the big fee difference.) See the official iShares press release for more details.


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