The LSE Directory / Retail brokers
Ally Invest is the securities brokerage and wealth-management platform of Ally Financial, the Detroit-headquartered, NYSE-listed digital financial company. It offers self-directed trading in stocks, ETFs, options, mutual funds and fixed income, including Treasurys and municipal or corporate bonds sourced through a dedicated Bond Finder tool, alongside two advisory tiers: Robo Portfolios, an algorithm-managed account, and Personal Advice, a human-advisor service for larger balances. Self-directed accounts have no minimum balance requirement, trade most US-listed stocks and ETFs commission-free, and charge $0.50 per options contract. Its main differentiator is integration with Ally Bank's savings, checking and CD products under one login, aimed at existing Ally banking customers who want deposit and brokerage accounts in a single place rather than with a standalone broker. Robo Portfolios starts from a $100 minimum with a 0.30% annual advisory fee on its market-focused option, a lower buy-in than many robo competitors, while Personal Advice requires $100,000 in assets and charges up to 0.85% annually for a dedicated advisor. Ally Invest does not currently offer fractional shares, a gap several competing brokers have closed. The business traces back to General Motors Acceptance Corporation (GMAC), founded in 1919 as General Motors' captive auto-finance arm; the company was renamed Ally Financial in 2010 and listed on the NYSE under ticker ALLY via an April 2014 IPO. Ally entered brokerage by acquiring TradeKing Group for 275 million dollars in June 2016, and relaunched the combined platform under the Ally Invest brand on May 12, 2017, moving TradeKing's accounts to ally.com. Brokerage products are offered through Ally Invest Securities LLC, a FINRA and SIPC member broker-dealer, with advisory products offered through the separately registered investment adviser Ally Invest Advisors, Inc. Parent Ally Financial reported 7.914 billion dollars in revenue and 196.0 billion dollars in total assets for 2025, with roughly 10,300 employees group-wide.
