Power E*TRADE is an advanced electronic trading platform designed for active investors and options traders. Originally built on the technology from the OptionsHouse acquisition, it provides high-speed execution, technical analysis tools, and complex options strategy capabilities within a web and mobile interface. It operates as a premium tier of service under the E*TRADE brand, now a subsidiary of Morgan Stanley.
Brand Authority Index (BAI): 88/100
Archetype: Challenger
Category: FinTech
Part of: Morgan Stanley
https://optimly.ai/brand/etrade-power-etrade
Last analyzed: April 11, 2026
Founded: 1982 (E*TRADE), 2005 (OptionsHouse base)
Headquarters: Arlington, VA (E*TRADE HQ)