1. Invest in portfolios with variety and balance.
Under-diversifying could cost you massively—30% to 50% of potential lifetime returns.1 If you’re invested in just a few securities or funds, you’re almost certainly under-diversified. You can do better. With us, you can easily create and manage diversified portfolios that you control.
Diversification is critical; mutual funds aren’t the answer.
2. Pay less. Invest and earn more.
1% more in expenses costs you 20% of lifetime returns.2 So we drive down costs at every turn. Trade as much as you need, in as many accounts as you want, and with as many portfolios as you like, all for the low flat fee of $29 per month.*
Costs matter—you don’t have to pay commissions or asset-based fees.
3. Tailor your investments to your needs and interests.
Customize our ready-made portfolios, build your own, or follow an expert’s. Invest at risk levels sensible for you. Exclude stocks you don’t want to own. Invest in what you know. Adjust any way you see fit. Have one account for retirement, another for immediate needs, and even another for speculative investing—all commission free and for one flat fee.*
Make it your own. Customization gives you an edge.
4. Invest consistently.
The average investor loses 2.5% each year buying and selling at the wrong time.3 It adds up year after year. Timing the market, chasing winners, buying fads—it just doesn’t work. We let you invest consistently—even if it means trading small amounts or fractions of shares. Dollar-cost averaging, periodic rebalancing—we have it and encourage it.
Consistent investing—we make it easy.
5. Manage your taxes. It’s what you keep that counts.
Tax loss harvesting can save you a lot of money. But it’s only part of the strategy to manage taxes. We give you the rest so you gain even more. Our patented Tax Football™ identifies securities to sell for the tax result you want. You can harvest tax losses or generate gains to offset losses. Or raise cash with no taxes at all. And our state-of-the-art tax lot system gives you tax control all year long.
Discover the ways our system helps you achieve your tax goals.