E-Trade Financial is a financial-services company that provides online brokerage and related products and services mainly to individual retail investors. The company serves its customers primarily online through its digital platforms, as well as its network of industry-licensed customer service representatives and financial consultants. The digital platforms include etrade.com, which provides customers with tools, guidance and research; E-Trade Mobile which offers trading applications for smartphones and tablets; and E-Trade Pro which is the company's advanced trading platform for active traders with sophisticated tools. The company operates through two segments, trading and investing, and balance sheet management.