Where To Buy ETFs? Find Your Ideal Platform Today
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Where To Buy ETFs: Best Platforms For 2026
ETFs are investment funds that trade on stock exchanges like individual stocks. They combine the diversification of mutual funds with the trading flexibility of stocks.
Over 4,490 U.S.-listed ETFs are now available to purchase and already ETFs already topped $100 billion in the first month of 2026, demonstrating how much ETFs are booming in recent times. You can purchase ETFs through various brokerage platforms, each offering different features and benefits for investors.
This guide will introduce you to the best brokerage platforms available in the U.S., compare them side by side, and help you decide which one you should use for your next ETF investment.
Key Facts About Buying ETFs
Most major brokerages offer zero commission trading on U.S. ETFs
Fractional shares are available for as little as $1 investment
Over 4,490 U.S.-listed ETFs available as of 2026
Expense ratios range from 0.03% to over 1% annually
Active ETFs now outnumber passive ETFs (2,741 vs. 2,187)
Account minimums are eliminated at most major brokerages
Robo-advisors offer automated ETF portfolio management starting at 0.15%
Financer's Recommended ETF Brokers
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Best Overall Platform: Charles Schwab - With 4.8/5 rating, 32+ Schwab ETFs, and 24/7 investment professional support. ETF Select List highlights top choices
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Best For Beginners: Fidelity - With 74 proprietary ETFs, zero commissions, and $1 fractional shares. Fidelity Go robo-advisor charges 0% fees under $25,000, then 0.35%
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Best For Low Cost Investing: Vanguard - With proprietary low-fee ETF lineup and Digital Advisor service at 0.15% annually. Dollar-based trading available
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Best For Mobile First Investors: Robinhood - With streamlined interface, zero account minimums, and integrated cryptocurrency trading
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Best For Young Investors: SoFi Active Investing - With zero commissions, high cash interest rates, and free financial advisor access
Best Full-Service Brokerages For ETF Investing
We safely assume that you are looking for brokers which provide you with everything you need to get going with your ETF investments.
Well look no further! Check out our table below with our top picks if you are looking for the full package in your ETF broker:
| Brokerage | ETF Selection | Commissions | Account Minimum | Key Features | Rating |
|---|---|---|---|---|---|
| Fidelity | 74 proprietary ETFs + thousands more | $0 | $0 | Fractional shares from $1, Fidelity Go robo-advisor (0% fees under $25K) | 4.7/5 |
| Charles Schwab | 32+ Schwab ETFs + full selection | $0 | $0 | ETF Select List, 24/7 investment support, Personalized Portfolio Builder | 4.8/5 |
| E*TRADE | Full ETF universe | $0 | $0 | 24-hour trading on select ETFs, advanced platforms, comprehensive education | 4.5/5 |
| Vanguard | Proprietary low-cost ETF lineup | $0 | $0 | Digital Advisor (0.15% fee), dollar-based trading, ultra-low expense ratios | 4.6/5 |
Vanguard's Recent Fee Cuts
On February 2, 2026, Vanguard announced nearly $250 million in fee reductions across 84 mutual fund and ETF share classes. This represents more than $600 million in expected savings to investors across 2025-2026 combined. The average fee cut was 27% across impacted funds.
Specialized And Alternative Brokerage Platforms
Beyond traditional full-service brokerages, several specialized platforms cater to specific investor needs and preferences:
eToro - Features social trading capabilities with 300+ available ETFs. Copy trading lets you automatically mirror successful investors' portfolios. While innovative, the platform works better for experimental investing rather than core portfolio management.
Robinhood - Mobile-first design attracts beginners with its streamlined interface and zero account minimums. The platform integrates cryptocurrency trading alongside ETF investing. However, limited research tools mean you'll need external sources for investment analysis.
SoFi Active Investing - Targets younger investors with zero commissions and complimentary financial advisor access. High cash interest rates on uninvested funds provide additional value. The platform combines investing with broader financial services like banking and loans.
Interactive Brokers - Advanced traders benefit from global market access across 150+ markets worldwide. IBKR Lite offers zero commissions for casual investors, while IBKR Pro provides professional tools at low fees. The Trader Workstation platform delivers institutional-grade analysis and research capabilities.
These alternative platforms often excel in specific areas but may lack the comprehensive services of major brokerages. Consider your primary investing goals when choosing between specialized and full-service options.
Understanding ETF Costs And Fee Structures
Trading commissions disappeared at most brokerages, but other costs remain important. For example... expense ratios!
Lucky for you, Financer has created a dedicated space explaining to you what expense ratios are and why this is important. Make sure to check it out.
How To Choose The Right Brokerage For Your Needs
Beginner Investors
Financer recommends that new investors should prioritize zero minimums and fractional shares. Educational resources help you learn investing basics. Simple broad-market ETFs like VTI or FZROX provide instant diversification. Fidelity, Schwab, and SoFi work well for new investors with comprehensive support.
Active Investors
Active traders need advanced platforms and extended hours trading. Tight bid-ask spreads reduce trading costs on frequent transactions. Sophisticated tools like heat maps and technical indicators guide decisions. Interactive Brokers, E*TRADE, and Schwab serve active traders with professional features.
Long Term Investors
Long-term investors should focus on low costs and tax efficiency. Automated investing through robo-advisors removes emotion from decisions. Quality research helps with asset allocation and rebalancing. Vanguard, Fidelity, and Schwab excel for buy-and-hold strategies.
Make sure to consider your investment amount when choosing platforms and match your experience level to platform complexity.
FAQs
Can I buy ETFs without paying commissions?
Yes, most major brokerages including Fidelity, Schwab, E*TRADE, and Vanguard offer zero commission ETF trading. This applies to U.S.-listed ETFs during regular market hours.
What's the minimum amount needed to buy ETFs?
As little as $1 with fractional shares at most brokerages. Traditional whole-share purchases require the current share price, which can range from $25 to over $500 depending on the ETF.
Are ETFs better than mutual funds?
ETFs are generally more tax-efficient and have lower costs. Financer has a detailed blog post available showing the key differences between ETFs vs Mutual Funds; why not head there next.
Can I buy ETFs in my 401(k)?
It depends on your plan options. Most 401(k) plans offer ETF selections, but choices are limited to what your employer provides. IRAs give you access to thousands of ETFs with a $7,500 contribution limit for 2026.
Should I use a robo-advisor for ETF investing?
Robo-advisors work well for beginners wanting automated management. They handle rebalancing and tax-loss harvesting. Fees range from 0.15% (Vanguard Digital Advisor) to 0.35% (Fidelity Go) annually on top of ETF expenses.
Are cryptocurrency ETFs worth considering?
Crypto ETFs now manage $146 billion across 140 products and are available at major brokerages. They provide regulated exposure to Bitcoin, Ethereum, and other cryptocurrencies without directly owning digital assets. Due to high volatility, they should represent only a small portfolio allocation.
Start Your ETF Investment Journey Today
ETF investing has never been more accessible. Zero commissions, fractional shares, and thousands of options make it easy to start.
Financer.com provides detailed comparisons of brokerages and investment platforms. Our reviews help you make informed decisions based on your specific needs. Why not check out our article on the Best ETFs to buy right now.
Take action rather than waiting for perfect timing - consistent investing over time builds wealth through compound growth. Start with whatever amount you can afford, even $25 monthly can grow into substantial wealth over decades. The key is beginning your investment journey and staying consistent with your contributions.