Ally Invest Review (Updated for 2023)

A few years ago, I moved a Traditional and Roth IRA account from ETrade to Ally Invest (formerly known as “TradeKing” at the time, prior to being acquired by Ally Bank). I had long been a fan of TradeKing as a great online broker option for a number of reasons, and with the change, I wanted to share my first impressions and give a first-look Ally Invest review after my account migration. Was the acquisition and transition a good move for former TradeKing customers and new investors? Read on to find the answer…

Having held discount broker accounts with ETrade, Vanguard, Fidelity, Ally Invest, TD Ameritrade, Scottrade, Fidelity, Schwab, and a few others, I have a little more experience in this area than I’d probably like to, so hopefully this review provides some useful discount broker comparisons and commentary.

What is Ally Invest?

Ally Invest is the online discount brokerage arm of Ally Bank (the 25th largest bank in the U.S., with over $182 billion in assets). Ally Invest was formerly TradeKing, prior to Ally Bank purchasing it (in 2016) and re-launching it (in 2017).

In summary, Ally Invest has a low fee trading structure, no maintenance/inactivity fees, and strong customer service with 24/7 support.

You can trade stocks, bonds, funds, options and other equities through Ally Invest. I’ll get into what types of accounts you may want to consider opening or moving to Ally Invest in a bit.

Trading Fees:

Let’s cut right to what most of us care about the most when it comes to investing online with a discount broker – the fees. Here are Ally Invest’s fees:

• Stocks & ETFs: $0 on U.S. listed stocks and ETFs
• Bonds: $1 per bond (minimum $10)
• Mutual Funds: $9.95 purchases and sales
• Options: $0 + $0.50 per contract

The $9.95 to initially buy into mutual funds it is lower than many I have seen (and significantly lower than E-Trade at $19.99 and Vanguard at $35). If you prefer ETFs over funds, that’s not really an issue – but you can more cheaply buy and sell Schwab, Fidelity, and Vanguard branded mutual funds directly with those brokers, if that is your objective.

Here is a complete list of Ally Invest fees.

Other Fees:

Ally Invest excels in this area, much like Ally Bank. Whereas some discount brokers try to nickel and dime you with hidden account maintenance or inactivity fees and IRA custodial fees, Ally Invest does not. There are no monthly or annual maintenance or account fees for both taxable accounts and IRA’s.

Minimum Balances:

Ally Invest has no minimum balance requirement for their self-directed accounts. This is a key factor for someone just getting into investing for the first time, who might not have a lot of money to put into an account right from the get go. You will need at least $100 to start investing in an “Ally Invest Managed Portfolio”.

What About Ally Invest Features?

Ally’s user interface, at this time, is virtually identical to TradeKing’s, with a few minor cosmetic changes (different colors and branding, primarily). If you’re not familiar with those features, the breadth and depth has always been great – far exceeding any other brokers I’ve used. They include:

• ETF, mutual fund, and stock screeners and navigators
• Portfolio back testing (very cool!)
• Profit and loss calculators
• Tax manager tool
• API
• Educational resources, including multiple live webinars every month
• Technical analysis and charts
• Ally invest LIVE
• iPhone & Android apps for mobile investing

How is Ally Invest’s Customer Service?

Ally Invest offers 24/7 customer support. Most other brokers operate M-F and have skeleton support on the weekends (typically when people actually have time to call in for help), if at all.

You can reach Ally Invest’s customer service at 1-855-880-2559 or by email at [email protected]. They also offer chat support.

Bonus: Ally Banking Services

One nice thing about being an Ally customer is that they offer a full suite of banking services in addition to their new investment platform. This includes home loans, auto loans, debit/credit cards, checking accounts, online savings accounts, money market accounts, CDs, and other bank related services. Kiplinger Magazine recently rated Ally Bank as the “best bank for millennials” and the “best internet bank”.

Final Thoughts:

The 4 biggest changes from the purchase and re-brand of TradeKing to Ally Invest that I have noticed thus far are:

1. No more maintenance fee for a low balance or inactivity
2. Expanded customer service hours to 24/7 support
3. No fee stock and ETF trading
4. Added banking features from Ally Bank

All positives. As a former TradeKing and current Ally Invest customer, I’m very pleased with the transition thus far.

Ally Invest is one of the few discount brokers I continue to use at the moment, so obviously, I like them. Great service, account security, low trading fees, and no hidden “gotcha” fees to screw you over. I’d recommend using them for both a regular post-tax investment account and a retirement account for everything but broker-branded (e.g. Vanguard, Schwab) ETFs and mutual funds.