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What’s the only thing better than putting your money to work in the stock market? Not paying anyone a dime in fees to do it.

Believe it or not, that’s a pretty easy goal to achieve. For years, brokerage companies have been undercutting one another on fees, to the point where zero-cost investing has become the gold standard. In fact, the best free investing apps nowadays offer far more than “just” free investing—they deliver research, screeners, news, even social features, too.

Of course, it’s not practical to trade across numerous investment apps, so if you’re thinking about making the plunge, you’ve got quite a decision on your hands:

Which app do you go with?

We’ll hopefully help you decide with our guide to the best free investing apps. We’ve narrowed down dozens of possible choices to a select few top-tier options—apps that can please a range of investors, from check-the-portfolio-once-a-year buy-and-holders to veteran active traders. Read on as we dig into these investing accounts, explore their pros and cons, and explain what kind of investor might get the most out of each one.

Free Investment Apps—Our Top Picks


Best Investment App for Beginners
Best Stock Trading App for Beginners
Leading Multi-Asset Discount Broker
Self-Directed + Robo-Advisor Broker
4.6
4.5
4.5
4.4
Free to use, no commissions* on stocks and ETFs.
No commissions on stock and ETF trades. Robinhood Gold: $5/mo., free 30-day trial.
No commissions on stock and ETF trades.
No commissions on stock and ETF trades. Get up to $1,000 in bonus stock.
Best Investment App for Beginners
4.6
Free to use, no commissions* on stocks and ETFs.
Best Stock Trading App for Beginners
4.5
No commissions on stock and ETF trades. Robinhood Gold: $5/mo., free 30-day trial.
Leading Multi-Asset Discount Broker
4.5
No commissions on stock and ETF trades.
Self-Directed + Robo-Advisor Broker
4.4
No commissions on stock and ETF trades. Get up to $1,000 in bonus stock.

Best Free Investment Apps to Trade Stocks, Mutual Funds, ETFs and More

1. Plynk (Best Investment App for Beginners)


the plynk invest homepage.
Plynk
  • Available: Sign up here
  • Best for: Beginner investors
  • Platforms: Web, mobile app (Apple iOS, Android)

Plynk® is an investing app designed to not only help you start putting your money to work, but teach you about the markets and your money along the way. It charges no account opening fees.

With the Plynk app, you can start investing with as little as $1. It offers commission-free trades on 5,000 stocks and nearly 2,000 ETFs, and also provides access to more than 50 mutual funds and four cryptocurrencies. You can use the app as a traditional brokerage account, but if you’d prefer the potential tax advantages of retirement accounts, the Plynk app also allows you to open traditional IRAs and Roth IRAs.

The app is more than appropriate for seasoned investors, but it’s also extremely friendly to beginners. It’s light on jargon and instead uses straightforward, easy-to-understand language to explain investing concepts in its tips and how-tos. The Plynk app also offers expert ratings on stocks and funds that novice and experienced investors alike can use to identify high-quality opportunities.

Want to start building good investing habits right off the bat? The Plynk app offers automatic investing—you choose how much you want to invest, in which securities, and how often, and the app processes the trading from there. Want help building a consistent habit? Plynk’s Steady Start feature is a 52-week ramp-up program that starts your contribution at $1 in the first week, then ups that contribution by a dollar each week—so by the time you’re done, you’ll have contributed $1,378 in a year.

The Plynk app’s educational tools are among the best from the apps we’ve reviewed. Beginners will want to check out Plynk Think—a series of tips and how-to explanations that help you grow as an investor. Curious about how certain investments would’ve worked? Plynk’s virtual portfolios let you “invest” virtual money to see how any portfolio you can think up would have performed depending on when you started investing in its underlying stocks and ETFs. You can even build experience without using real money thanks to the app’s simulated trading feature, which shows you how to buy and sell stocks and funds, and lets you test out your trading strategies.

Plynk’s customer support is staffed by knowledgeable professionals, and your account is backed by encryption, multifactor authentication, and 24/7 fraud monitoring.

Begin today: Sign up with Plynk using our exclusive link to kick-start your investing journey, or read more in our Plynk review.

Related: How to Invest Money: 5 Steps to Start Investing w/Little Money

2. Robinhood (Best Simple Stock Trading App for Beginners)


robinhood homepage.
Robinhood
  • Available: Sign up here
  • Best for: Beginner traders
  • Platforms: Web, mobile app (Apple iOS, Android)

Robinhood jumped into the investing public’s consciousness in 2013 when they rolled out commission-free trading. They remain a standout option for cost-minded investors thanks to their continued $0 commissions on stocks, ETFs, options, and cryptocurrency; 24/7 trading; and the use of fractional shares, which allow people to invest with as little as $1.

Robinhood has long catered to beginner investors with its gamified interface and growing library of educational content. But Robinhood has grown up, too—from a bare-bones app to a full-featured platform, chock full of tools and capabilities designed to both build up notice investors, and help beginners get the most out of their accounts from the get-go.

For instance, Robinhood now offers traditional individual retirement accounts (IRAs) and Roth IRAs via Robinhood Retirement. We love that investors have the option of self-selecting all their investments, having Robinhood recommend a portfolio (made up of five to eight ETFs), or mixing the two by starting with Robinhood’s recs and tweaking to your own preferences. IRA investors can choose from stocks, ETFs, and options, but not crypto.

But Robinhood Retirement has really made a name for itself by offering matching funds. If you open up an IRA with Robinhood Retirement, Robinhood will match 1% of any IRA transfers, 401(k) rollovers, and annual contributions to your account—typically almost immediately after you make your contribution. (Robinhood Gold subscribers get a 3% match on new contributions, though rollovers and transfers are still 1%.) 

Robinhood also has tools for budding traders. Advanced Charts, for instance, provides simple and customizable charts with a variety of technical features. Robinhood’s Options Strategy Builder simplifies the options-trading process by helping you build a strategy based on what you expect your target stock or ETF will do in the future. Robinhood also offers 24/7 commission-free cryptocurrency trading with Robinhood Crypto (though you’ll still have to pay a spread), allows extended-hours trading, and lets users earn interest through stock lending.

If you want to keep your banking and investing close together, you can also add a Robinhood spending account. This FDIC-insured account includes a Robinhood Cash Card issued by Sutton Bank. The Cash Card is a physical card (though you do have the option of having a virtual debit card only) that’s compatible with Apple Pay, Google Pay, and Samsung Pay, and also provides you with access to fee-free withdrawals from more than 90,000 ATMs. One of our favorite features: Robinhood’s card lets you round up purchases and invest the money into your brokerage or crypto account.

Sign up for a Robinhood brokerage account or Robinhood Retirement account today.

Related: 11 Best Day Trading Platforms [Apps + Software]

3. E*Trade (Ideal for Beginner and Intermediate Investors + Traders)


etrade signup invest

    • Available: Click “Open Account” below
    • Best for: Intermediate investors
    • Platforms: Web, mobile app (Apple iOS, Android)

    E*Trade has long been seen as a leading stock trading app for retail investors. It allows you to invest in a wide array of assets, and it provides educational resources that will help you with investment research, portfolio analysis, and building a diversified set of holdings.

    E*Trade, like most of the best stock investing apps, offers zero-commission stock, ETF, and options trading (though options still incur a 50- to 65-cent contract fee). It also has a leg up on some platforms by offering $0 commissions on mutual fund, Treasury, and new-issue bond trading. Investors also have access to futures, micro futures, and futures options, among other investment types.

    If you use E*Trade, you’ll do so via one of two platforms—both of which are free, and both of which have web and mobile versions:

    Power E*Trade

    Power E*Trade is designated for more intermediate-to-advanced traders. Features include:

    • Advanced charting that includes intraday and historical options; more than 100 studies; over 100 drawing tools; and the ability to automatically identify technical patterns
    • Snapshot Analysis, which lays out risk-reward probabilities in your options trading
    • Powerful stock and trade scanner; use preset filters or customize as you wish
    • Paper trading to test out strategies without putting your money at risk
    • Ability to design exit strategies

    Like with the Power E*Trade web platform, the Power E*Trade app is a more powerful version of its basic counterpart. This app allows you to use preset scans, work with interactive charts, place complex options trades, and more.

    E*Trade

    The “basic” E*Trade web platform might be more suitable for beginning-to-intermediate traders and investors, but that doesn’t mean it’s short on features.

    E*Trade’s main web platform includes everything you need to keep up to date on your portfolio, including real-time quotes, charts, market commentary, and stock news. The latter includes free access to Bloomberg TV, Thomson Reuters, and TipRanks research. Meanwhile, you’ll have ample research tools at your disposal, including stock, mutual fund, bond, and ETF screeners; trade optimizers; backtesters; and more.

    Other considerations

    E*Trade also touts its educational resources, which includes articles, videos, and classes, as well as monthly webinars and live events. While we wish the educational content were a bit easier to sort through, it’s a high-quality collection that will benefit investors who want to learn along the way.

    Want to keep it simple? E*Trade also offers an automated investing platform, called Core Portfolios, where you can let E*Trade manage as little as $500. Answer a few questions about yourself, your goals, and your risk tolerance, then E*Trade will provide you with a suggested portfolio that you can either accept or personalize more before putting it to work. From there, E*Trade will automatically invest funds for you and manage the portfolio. Fees are 0.30% annually, or $30 on every $10,000 invested.

    Read our review to learn more, or visit E*Trade and sign up by clicking “Open Account” below.

     

    4. SoFi Invest® (Best for Personal Finance-Focused Investors)


    sofi invest homepage.
    SoFi Invest
    • Available: Sign up here
    • Best for: Traders looking for an all-in-one personal finance experience
    • Platforms: Web, mobile app (Apple iOS, Android)

    SoFi is a multi-faceted financial company that offers everything from credit cards and insurance to student loans and mortgages … and they also allow you to trade and invest through its SoFi Invest app.

    With SoFi Invest, you can invest as actively or as passively as you’d like.

    The Active SoFi Invest Brokerage Account has no required minimum balance, charges no commissions on stock, ETF, and options trades, and its options trading has no contract fees, either.

    The interface is still very much geared toward younger, less experienced investors—everything is focused on simplicity and ease of use, rather than an expanse of sophisticated tools. SoFi also offers budget-friendly features such as fractional shares, which allow you to invest for as little as $5. And SoFi even provides a social element, such as bringing SoFi members together at exclusive events.

    Want to put your portfolio on autopilot? SoFi’s robo-advisory services will create a portfolio for you for an annual 0.25% assets under management fee (that can be designed to address one or several goals) and auto-rebalance it for you as necessary over time.

    And unlike many brokerage companies with limited offerings, SoFi’s app allows you to manage a much wider range of financial services and products, such as banking, student loans, insurance, and mortgages.

    SoFi also occasionally has sign-up bonuses attached to its brokerage accounts, which you can read more about below. You can also visit SoFi to learn more or sign up today.

     

    5. Firstrade (Ideal for Beginner Investors + Traders)


    firstrade sign up

    • Available: Sign up here
    • Best for: Beginners, traders looking for low options fees
    • Platforms: Web, mobile app (Apple iOS, Android)

    Firstrade might not have the same name recognition among younger investors as platforms such as Robinhood and Acorns. But if you’re just beginning to invest, it could very well be your best investment account option regardless.

    For one, Firstrade has some of the best trading fees among all free stock trading apps.

    On the investing front: $0 commissions on stock and ETF trading are par for the course. But where Firstrade stands out is mutual funds, offering free trading of no-load mutual funds, load mutual funds, and no-transaction-fee (NTF) mutual funds. It’s also pretty friendly to beginner traders: Firstrade goes a step above the zero-commission options trading offered at other apps by also not charging contract fees nor assignment fees.

    Firstrade also allows investors to buy and sell roughly 40 digital currencies—a better selection than some other beginner investing apps, though not as robust as some higher-powered platforms. Crypto trading is technically commission-free, too. But like other brokers, it adds a markup (Firstrade charges 1%) on both sides of each crypto trade.

    The mobile apps, for iOS and Android, are user-friendly; features include Face ID login, charting, and real-time streaming quotes. But users should know that the mobile experience is pared down compared to the primary web experience.

    Firstrade also offers a scaling cash bonus for new accounts depending on how much money you use to fund your account. The brokerage account deposit bonus promo states cash bonuses are up to $4,000, but that’s for a deposit of more than $1.5 million. Cash bonuses for more common beginner-investor sums include:

    • $50 on a deposit of at least $5,000
    • $100 for at least $10,000
    • $300 for at least $25,000
    • Firstrade also will provide up to $200 to cover any transaction fees

    Looking for a comprehensive solution for all of your investing needs without an account minimum to start? Learn more about Firstrade’s easy-to-use platform by signing up today.

    Related: 11 Best Stock Advisor Websites & Services to Seize Alpha

    6. Webull (Ideal for Intermediate Investors + Traders)


    webull homepage.
    Webull
    • Available: Sign up here
    • Best for: Self-directed investors and intermediate traders
    • Platforms: Desktop app (Windows, Mac, Linux), web, mobile app (Apple iOS, Android)

    Webull first hit the investing world in 2018 and made a splash by offering free stock trading, as well as commission-free trading of exchange-traded funds (ETFs) and options. And since then, it has become one of the best free stock trading apps for intermediate traders and investors, though many of its features are helpful to beginners as well.

    For one, Webull remains friendly to wallet-conscious traders today. It costs nothing to open a Webull account. Stocks, ETFs, and options still trade commission-free. Many options have $0 contract fees. And Webull has no deposit or account minimum. On top of that, it offers fractional shares, which allows investors to start buying for as little as $1. So beginners working with small dollar amounts can still easily diversify across numerous investments.

    Newer investors can also learn trading skills through the courses in Webull’s education center, and even practice their skills via Webull’s paper trading service.

    And Webull is available across just about every platform, allowing you to research, trade, and track your stocks on your smartphone, tablet, or desktop.

    Why choose Webull for trading stocks?

    Webull provides investors with several useful features and tools, including:

    • Customizable screeners for both stocks and ETFs
    • Preset lists–including Top Gainers, Top Losers, Most Active, and Best-Performing Industries—investors can use to identify opportunities
    • Voice commands: Simply speak to buy, sell, or look up information about a ticker
    • “Big Button Mode”: Populates giant buttons on your screen that allow you to quickly make trades with just a push.
    • Charting tools
    • Free real-time stock quotes and stock alerts

    We’ll point out that while Webull allows for many types of commission-free trades on their easy-to-use platform, other costs will still apply to a few transactions. For instance, a 55-cent contract fee applies to certain options trades. And Webull doesn’t directly charge fees for trading cryptocurrencies; however, it does build a 1-percentage-point markup into the price of cryptocurrency when you buy or sell crypto.

    One particularly noteworthy shortcoming for investors is that you can’t buy mutual funds on Webull. Yes, ETFs offer a wide array of diversified strategies, but the mutual fund world offers some cheap index funds and many successful actively managed strategies.

    Regardless, Webull remains one of the best, and most cost-friendly, investment accounts to buy and sell stocks, ETFs, options, and crypto you can come across. And on top of all the free features mentioned above, the Webull stock trading app also runs frequent promotions that allow investors to collect free stocks.

    Read more in our Webull review, or sign up at Webull today.

    Related: 8 Best Stock Picking Services, Subscriptions, Advisors & Sites

    7. Public.com (Investing App With Alternative Assets)


    public signup new2
    Public.com
    • Available: Sign up here
    • Best for: New investors with limited capital
    • Platforms: Web, mobile app (Apple iOS, Android)

    Public.com is a commission-free investing app, geared toward Millennials and Gen-Zers, that as of late has built up the types of assets available to its users. On Public, users can invest in not just stocks and ETFs, but also more than 25 different cryptocurrencies—and more recently, alternative assets from art to sneakers.

    That last point is worth a callout. Alternative assets are a relative rarity among investing apps. They can be difficult to research (and thus difficult to properly invest in), but they can provide uncorrelated returns compared to the stock and bond markets, so many savvy investors like to diversify into these assets.

    But while the number of tradable assets on Public.com is growing, it’s still somewhat limited: It doesn’t offer mutual funds, options, bonds, or futures. New users are also limited to individual investment accounts (no IRAs or other tax-advantaged investment account options).

    The “Public” part of the name nods at the platform’s social aspect. For one, you can make your portfolio holdings open to other users, and conversely, you can look through other Public users’ portfolios. Investors can also connect with corporate founders and CEOs through live “Town Hall” meetings.

    Public also acts as a micro-investing app, allowing you to invest in fractional shares with as little as $1.

    Users can upgrade their experience with the Public Premium subscription, which costs $8 per month (or is free if you have an account balance of $50,000 or more).

    Public Premium offers some features that are included in some free investing apps’ services, but other features help to justify the cost. For instance, Premium offers extended-hours trading (8 to 9:30 a.m., and 4 to 8 p.m. EST) and stock price alerts—several competitors, such as TradeStation and E*Trade, offer these services at no charge. However, Premium also provides:

    • Advanced data on companies—Public.com’s examples include Tesla quarterly deliveries by model or Apple’s annual sales by continent
    • Institutional-grade research provided by Morningstar
    • Members-only analysis about events including major economic report releases, earnings announcements, and more
    • Exclusive audio programming by Public.com’s expert analysts

    What makes Public.com different?

    Unlike other commission-free stock trading apps found on this list, Public.com does not monetize its trading activity through receiving payment for order flow (PFOF). PFOF, in brief, is money that a market maker pays a brokerage firm for routing trades through that market maker.

    Some investors have called out this practice as harmful to everyday investors, providing them with worse trade-execution prices than they would otherwise get—and this call grew louder amid the GameStop market mania in early 2021. In the wake of this event, Public.com announced a change in its revenue model, breaking with how many free stock apps generate income. Instead, it makes money off interest on cash balances, securities lending, and even tipping—users can choose to (but are not required to) tip Public when submitting trade orders. Public also will make money off its Premium subscription product.

    By doing this, Public.com believes it’s better aligning its financial incentives with the best interests of its customers.

    Read more in our Public.com investing app review.

    For Public.com disclaimer, please see the fine print at the bottom of this article.

    Related: The 7 Best Closed-End Funds (CEFs) to Buy

    8. J.P. Morgan Self-Directed Investing (Best Investment App From a Major Bank)


    jpmorgan self-directed investing sign up
    JPMorgan
    • Available: Sign up here
    • Best for: Self-directed investors, Chase customers
    • Platforms: Web, mobile app (Apple iOS, Android)

    J.P. Morgan Self-Directed Investing acts as an investing solution offered from Chase and is accessible through the Chase Mobile® app or Chase.com.

    You can use this investing app to make unlimited commission-free trades in thousands of investment options, including a wide range of stocks, ETFs, fixed income, mutual funds and options.

    The investing app allows you to utilize tools to build your portfolio including screeners and watchlists—both useful for building diversified portfolios and staying on top of market activity.

    The app provides personalized news and J.P. Morgan research and market analysis to empower informed investment decisions. You can leverage these resources to design your own target allocation for your investments.

    Consider using J.P. Morgan’s Self-Directed Investing platform if you’d like the flexibility to invest as much as you want without paying any commissions on equity and options trades. Some regulatory fees and fund expenses may apply.

    You can choose an account that’s right for you: an individual taxable account, Traditional IRA or Roth IRA. All carry a $0 minimum.

    Open your J.P. Morgan Self-Directed Investing account today and get up to $700 when you open and fund an account with qualifying new money:

    • $50 when you fund with $5,000-$24,999
    • $150 when you fund with $25,000-$99,999
    • $325 when you fund with $100,000-$249,999
    • $700 when you fund with $250,000 or more

    Learn more by visiting J.P. Morgan Self-Directed Investing’s website to see if it’s the right fit for your needs.

    Related: 9 Best Portfolio Analysis Tools [Portfolio Analyzer Options]

    9. M1 (Customizable Robo-Advisor for Passive Investors)


    m1 finance homepage.
    M1
    • Available: Sign up here
    • Best for: Passive investors
    • Platforms: Web, mobile app (Apple iOS, Android)

    M1 is something of a hybrid between self-directed (you manually choose what to invest in, and determine when to buy and sell) and automated investing (AI helps make decisions for you and manages your account). The result is effectively a highly customizable robo-advisory service—one executed so well that it’s our favorite robo-advisor service.

    M1’s investing platform is based around Pies. Your portfolio is represented as a Pie (a pie chart); every stock and ETF you decide to buy becomes a slice of that pie—and because M1 supports fractional shares, you can add virtually any stock or ETF to your portfolio. From there, you set each holding’s “weight”—what percent of your Pie each slice should account for, so, say ETF X will always be 25% of your portfolio, while Stock X should always be just 5%.

    After that, whenever you fund your M1 account, it will automatically invest your money based on these targets. You can take the automation even further by setting up recurring deposits into your M1 account.

    From there, M1 can automatically rebalance your portfolio for you, or you can go in and manually change how small and large each Pie slice is. If you really want to put it on autopilot, you can invest in M1’s Expert Pies—professionally pre-built portfolios designed for different investment goals. (And if you want something in the middle, you can even combine Expert Pies with your own custom choices.)

    One major callout before going any further, however, is that while M1 offers pre-made portfolios aligned to several investing goals, the company is not an advisory service.

    Also worth noting is that, unlike traditional online brokers, you cannot trade stocks and ETFs throughout the trading day. At 9:30 a.m. every day the New York Stock Exchange is open, M1 processes all of the orders it has received since the previous trading session.

    That’s something of a blessing and a curse. On the one hand, on the rare occasion you would need to jettison a position immediately during the trading day, you couldn’t do that with M1. And that single window is an extreme hindrance to people who want to trade stocks. But for truly buy-and-hold investors, that single window won’t stop you from achieving your goals—and it could actually stay your hand from panic-selling in the middle of the day.

    Consider opening an investment account with M1, or read more in our M1 review.

    Related: 7 Best Fundamental Analysis Tools to Find Value Stocks

    How Do These Free Investment Apps Compare?


    AppApple App Store Rating and "Best For"FeesPromotions
    plynk logo transparent symbol thin updated.Plynk☆ 4.6 / 5
    Beginning and intermediate investors
    Free to use, no commissions* on stocks and ETFs.None
    Robinhood logo thinRobinhood☆ 4.3 / 5
    Basic stock and ETF investing; options
    No-commission stock, ETF, and options trades. Robinhood Gold: Free 30-day trial, then $5/mo. or $50/yr.Earn $5-$200 in cash to put toward stock when you sign up and fund your account with at least $10.
    etrade logo thinE*Trade☆ 4.7 / 5
    Beginning-to-intermediate traders, options traders
    No-commission stock and ETF tradesAccount bonus commensurate with contributed funds
    sofi logo transparent text thinSoFi Invest®☆ 4.8 / 5
    Personal finance-focused investors
    No-commission stock and ETF trades. SoFi Robo-Investing: 0.25%/yr. AUM advisory fee. SoFi Plus: $10/mo.Fund a new account with at least $50 within 30 days of opening an account, and get up to $1,000 in stock.*
    public logo transparent text thinPublic.com☆ 4.7 / 5
    Investors seeking traditional and alternative investments
    Public: Zero-commission U.S.-listed stock, ETF, and options trades. Premium: $8/mo. (free w/ balance of $50,000 or more)None
    jpmorgan wealth management logo transparent text thinJ.P. Morgan Self-Directed Investing☆ 4.8 / 5
    Self-directed investors and Chase customers
    No-commission stock and ETF tradesAccount bonus commensurate with contributed funds
    Webull logo thinWebull☆ 4.7 / 5
    Intermediate traders
    No-commission stock, ETF, and options trades. Webull Premium: $3.99/mo. or $40/yr.Frequently changes but typically involves free stock or deposit bonuses. See Webull box below for latest bonus.
    m1 finance logo color thinM1 Finance☆ 4.7 / 5
    Passive investors
    No-commission stock and ETF trades; $3/mo. for accounts with balances under $10,000None
    Note: Apple App Store Rating as of March 4, 2026.

    Frequently Asked Questions (FAQs)


    Are Free Investing Apps Inferior to Paid Investing Apps?

    Savvy consumers will naturally raise an eyebrow when something markets itself for free. That’s because often, “free” means “inferior,” or at the very least, it’s a foot in the door to make you pay for the features you actually want.

    That said, whether an investment app is free or not doesn’t really have much bearing on its quality: Some free investing apps are better than paid investing apps, and some paid investing apps don’t hold a candle to their free competitors.

    Here’s what to look for:

    If an investing app charges fees for features that most other apps give away for free, you’re probably not getting any real bang for your buck. However, trading apps targeting more advanced investors commonly charge for high-octane upgrades (advanced data, AI trade assistance, backtesting, etc.) that make a significant difference to traders who can get real mileage out of those features. In that case, paid might very well be superior.

    What Can You Do With Free Investing Apps?

    Depending on which free investing app you’re talking about, there’s not much you can’t do.

    Take TD Ameritrade. With TD’s free brokerage account, you can buy and sell stocks, bonds, ETFs, and mutual funds. You can trade options. You can trade futures. You can trade futures options. You can get into foreign exchange (forex). And you can even get access to some initial public offerings (IPOs). Many of these appeal to advanced investors, but you can see how free investing apps that offer not only commission-free stock and ETF trades, but a plethora of other free investment options can easily handle most investing needs.

    Most free investment apps don’t have that wide a selection, of course. The point is that the “free” part of the app isn’t really a limiting factor—investment choices vary from app to app, so just make sure to find an account that’s as wide (or narrow!) as you need it to be.

    How Do Free Investing Apps Make Money?

    Free can only get a company so far if they’re in it to make a profit. That means they need to find some way to earn revenue for the investment apps and platforms they offer to customers.

    In recent years, that has largely come from a practice known as “payment for order flow,” or PFOF for short.

    In a nutshell, when a broker receives orders from investors on its platform, it sends them to market makers for execution. Think of these parties as large clearing houses that stand between brokerages and a stock exchange—a middle man of sorts. They place trades at the prices displayed on the exchanges’ trading systems with the goal of profiting from the difference between bids (prices paid for securities) and asks (prices demanded for selling securities), called the bid-ask spread.

    Effectively, the quoted price differs from where the trade ultimately settles. The difference goes to the market maker for providing this liquidity to the market. Because market makers hold significant amounts of securities on their own books, capturing a portion of the bid-ask spread compensates them for the risk that comes from buying assets largely meant for resale.

    When you trade securities in your brokerage account, these orders can route through an exchange, but also through a market maker for execution. However, to prevent your orders from going directly to the exchange, these market makers need to offer some incentive for the broker to route orders to them and not the exchange. They do so in the form of discounts and rebates. These go to the investment apps while you pay the quoted amounts. While seemingly small on a per trade basis, ranging anywhere from dollars to fractions of a cent, accumulated over the entire trading volume of their user base—the amount can be substantial. This arrangement allows you to trade almost everything commission-free.

    While PFOF is the largest share of revenue for free investment apps, it isn’t the only means for earning income. Other common ways for the best investment apps to earn buck include:

    • Paid subscriptions. Offering paid subscriptions for additional features such as stock research, advanced analytics, real-time data, and more.
    • Securities lending. Lending out clients’ securities and earning interest from borrowing investors.
    • Cash sweep accounts. Offering cash sweep accounts to place customer funds in member-bank accounts, keeping a portion of the interest income for themselves and passing along the rest to users.
    • Debit card interchange fees. Interchange fees from debit cards linked to the investment account or cash management account.
    • Margin loans. Interest income from margin loans offered to advanced and active traders.
    • Banking services. Providing other banking services as a bolt-on set of features to the account, such as high-yield checking accounts, credit cards or other loan products.

    Related:

    Disclosures


    Plynk

    All Plynk disclosures can be viewed here.

    Public.com

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    About the Author

    Riley Adams is the Founder and CEO of Young and the Invested. He is a licensed CPA who worked at Google as a Senior Financial Analyst overseeing advertising incentive programs for the company’s largest advertising partners and agencies. Previously, he worked as a utility regulatory strategy analyst at Entergy Corporation for six years in New Orleans.

    His work has appeared in major publications like Kiplinger, MarketWatch, MSN, TurboTax, Nasdaq, Yahoo! Finance, The Globe and Mail, and CNBC’s Acorns. Riley currently holds areas of expertise in investing, taxes, real estate, cryptocurrencies and personal finance where he has been cited as an authoritative source in outlets like CNBC, Time, NBC News, APM’s Marketplace, HuffPost, Business Insider, Slate, NerdWallet, Investopedia, The Balance and Fast Company.

    Riley holds a Masters of Science in Applied Economics and Demography from Pennsylvania State University and a Bachelor of Arts in Economics and Bachelor of Science in Business Administration and Finance from Centenary College of Louisiana.