E*TRADE Financial Corporation, a financial services company, provides online brokerage and related products and services primarily to individual retail investors under the E*TRADE Financial brand in the United States. It offers trading products and services, including automated order placement and execution of the U.S. equities, futures, options, exchange-traded funds, and bond orders; sweep deposit accounts; access to E*TRADE Mobile Pro to trade stocks and transfer funds between accounts, as well as to monitor real-time investment, market, and account information; access to Power E*TRADE Pro, a desktop trading software for active traders; an open applications programming interface for third-party and independent software developers; margin accounts; cross boarder trading; access to international equities; research and trade idea generation tools; and E*TRADE Community that utilizes social media to offer a platform to customers. The company also provides access to the investor resource center that provides an aggregated view of its investing tools, market insights, independent research, education, and other investing resources; advisory services through Online Advisor; fixed income tools to identify, evaluate, and implement fixed income investment strategies; access to Retirement QuickPlan calculator that provides action plan on personal retirement savings; one-on-one portfolio recommendations and personalized plans; managed investment portfolio advisory services; unified managed account advisory services; individual retirement accounts; access to non-proprietary exchange-traded funds and mutual funds; investing and trading educational services through online videos, Web seminars, and Web tutorials; and deposit accounts, including checking, savings, and money market accounts. In addition, it provides software and services for managing equity compensation plans for corporate customers. The company was founded in 1982 and is headquartered in New York, New York.