E*TRADE Financial Corporation, a financial services company, provides brokerage and related products and services primarily to individual retail investors under the E*TRADE Financial brand name. It operates through two segments, Trading and Investing, and Balance Sheet Management. The Trading and Investing segment offers retail brokerage products and services, investor-focused banking products, and corporate services. The Balance Sheet Management segment manages asset allocation; loans previously originated by the company or purchased from third parties; deposits and customer payables; and credit, liquidity, and interest rate risk. The company provides its services to customers through online and a network of customer service representatives, and financial consultants over the phone and in person at 30 company branches across the United States. E*TRADE Financial Corporation was incorporated in 1982 and is headquartered in New York, New York.