ChoiceTrade
ChoiceTrade is a U.S. SEC-registered online brokerage (LetsGoTrade, Inc.) offering commission-free stock and ETF trading, low-cost options, tiered platform subscriptions, and a REST API infrastructure enabling fintech partners to embed U.S. market access with a 90-day go-live guarantee.
- Company typePrivate
- Founded2000
- HeadquartersEast Brunswick, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What ChoiceTrade does
ChoiceTrade (legal entity LetsGoTrade, Inc.) is a U.S. SEC-registered broker-dealer and FINRA/SIPC member founded in 2000 and headquartered in East Brunswick, New Jersey. The company operates a multi-channel online brokerage offering commission-free trading on NYSE, Nasdaq, and AMEX-listed stocks and ETFs, with low-cost options ($0.40/contract), fractional shares, and a tiered platform suite spanning web, mobile, and desktop (DasTrader at $135/month, ChoiceTrade Elite at $39.95/month, Quotestream at $14.95-$24.95/month). Its core technology is a REST API-driven brokerage infrastructure that exposes account opening, KYC, order routing, execution, and real-time portfolio data, supported by multiple clearing firm partners (Velox Clearing, Alpaca Securities, Curvature Securities) and a BMO Harris Bank banking relationship for wire and ACH rails. Proprietary product differentiators include WatchPlus and the Options Strategy Identifier, both exclusive to ChoiceTrade.
ChoiceTrade firmographics
Firmographics- Name
- ChoiceTrade
- Legal name
- LetsGoTrade, Inc.
- Website
- https://choicetrade.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ChoiceTrade is a U.S. SEC-registered online brokerage (LetsGoTrade, Inc.) offering commission-free stock and ETF trading, low-cost options, tiered platform subscriptions, and a REST API infrastructure enabling fintech partners to embed U.S. market access with a 90-day go-live guarantee.
- Ownership category
- akta.pro rank
ChoiceTrade industry classification
Industry- Product category
- Online Brokerage
- NAICS
- Securities and Commodity Contracts Intermediation and Brokerage (5231)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Discount & Online Retail Brokerage (FSAEACAB)
- akta.pro secondary industry
- Options Brokerage (FSAEACAI)
Keywords
Where ChoiceTrade is headquartered
LocationHeadquarters
- HQ city
- East Brunswick
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
ChoiceTrade business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Technology or R&D, Infrastructure, Marketing or Sales, Personnel
Revenue model
- Commission-based trading: Zero commission on NYSE, Nasdaq, AMEX stock and ETF trades executed at $1.00+ per share. $12 commission on other US stock trades. $0.40 per contract for options trades (max 4 legs). DasTrader charges $0.003/share up to 1M shares, then $0.001/share above. ChoiceTrade Elite charges $0.002/share.
- Platform subscription fees: Quotestream base at $14.95/month (Pro $24.95), DasTrader at $135/month, ChoiceTrade Elite at $39.95/month (waived with 50,000 shares/month). Various data add-ons for CME, Dow Jones Indices, Options, NASDAQ TotalView, OTC Markets.
- Margin interest: Margin rate is Fed Funds plus 6 points. Lower rates available for large margin debits in diversified accounts. $2,000 minimum equity requirement for all margin accounts.
- Fintech infrastructure partnership fees: API-driven brokerage infrastructure for fintech partners with revenue sharing model. No setup fee to get started. Partners integrate trading capabilities into their platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Commission-free stocks and ETFs |
| Transaction based/ take rate | Pay-as-you-go | Options trading |
| Subscription | Monthly | Quotestream streaming quotes |
| Subscription | Monthly | DasTrader active trader platform |
| Subscription | Monthly | ChoiceTrade Elite premium platform |
| Freemium | Pay-as-you-go | Demo account |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
ChoiceTrade product offering
Product offeringCore offering
ChoiceTrade is a U.S. online securities brokerage that lets self-directed investors and active traders buy and sell U.S. stocks, ETFs, options, and fractional shares through a web platform, mobile apps, and advanced add-on trading tools (Quotestream, DasTrader, ChoiceTrade Elite). Beyond retail, it provides API-driven, white-label brokerage infrastructure for fintech startups, banks, robo-advisors, and global brokerages to launch trading products with KYC, order routing, clearing, and custody under its SEC/FINRA regulatory umbrella.
Product overview
ChoiceTrade operates as a multi-tiered online brokerage offering. At its core is the ChoiceTrade web platform (commission-free NYSE, Nasdaq, AMEX stocks/ETFs; $0.40/contract options), which serves as the primary consumer-facing trading interface. The product portfolio includes two proprietary flagship tools — WatchPlus and the Options Strategy Identifier — exclusive to ChoiceTrade. Three advanced add-on trading platforms are available: Quotestream (streaming quotes and analytics, $14.95–$24.95/month), DasTrader (desktop software for active traders, $135/month), and ChoiceTrade Elite (premium web-based options platform, $39.95/month, share-volume discount available). Mobile apps for iOS and Android extend access to phones and tablets with biometric login. A demo/test-drive environment provides $100,000 in virtual funds. For B2B/fintech partners, ChoiceTrade offers API-driven brokerage infrastructure with REST API covering account management, KYC, order routing, and portfolio data, with white-label, global-ready (multi-currency, international KYC), and 90-day go-live capability. Core trading products span U.S. stocks, ETFs, options, and fractional shares.
Differentiator
Problem solved
Functional benefit
Products and services
- ChoiceTrade Web Platform ChoiceTrade's primary web-based online trading platform offering commission-free NYSE, Nasdaq, and AMEX stock trades and low-cost options trading, with free real-time quotes, account management, and KYC onboarding accessible via browser. Targeted at self-directed retail investors and active traders.
- Quotestream A streaming real-time quote application offered via the ChoiceTrade platform, providing NYSE, AMEX, NASDAQ, and OTCBB data, advanced charts, time and sales, heat maps, real-time alerts, and option spread strategies for active traders. Base $14.95/month, Pro $24.95/month.
- DasTrader Cutting-edge desktop trading software designed for active stock traders, offering real-time quotes, charts, news, and mobile access, with a separate API at dastrader.com. Priced at $135/month with a 14-day free trial.
- ChoiceTrade Elite Premium web-based platform with robust options trading capability and analytics, including trade finder scans and institutional/insider activity tracking. Free 14-day trial, then $39.95/month (waived with 50,000 shares per month).
- ChoiceTrade Demo / Test Drive A demo trading environment providing demo accounts with $100,000 in virtual funds (not real money), with username and password delivered in seconds, letting prospective customers experience the platform before opening a live account.
- ChoiceTrade Mobile Application Mobile trading apps for iOS (Apple App Store) and Android (Google Play Store) enabling users to trade stocks, ETFs, and options from phones or tablets, with biometric login, SSL-encrypted communications, streaming real-time quotes, and multiple linked accounts.
- ChoiceTrade Fintech Partner API Infrastructure API-driven brokerage infrastructure for fintech startups, brokers, banks, robo-advisors, and financial institutions offering U.S. equities, ETFs, options, and fractional shares. Covers account opening, KYC, order routing, clearing, custody, and compliance, with white-label and global-ready (international KYC, multi-currency) capabilities and a 90-day go-live guarantee.
- Stocks, ETFs, and Options Trading Core tradeable securities on the ChoiceTrade platform: stocks (ownership in U.S. companies), ETFs (baskets of stocks tracking benchmarks that trade like shares), and options (rights to buy/sell at a specific price within a period), covering all options levels except uncovered short puts and calls.
- Fractional Shares Trading Fractional share trading that lets users buy and sell fractional quantities of certain securities; orders are executed as market orders during core market hours and proceeds are rounded to the nearest $0.01, with fractional share proxies aggregated and reported by a vendor.
Quantifiable outcome
- 90-day go-live guarantee for fintech partners or first year of service is free
- +1 more outcomes
Companies that use ChoiceTrade
Customer profileNamed customers3 records
Segments7 records
Ideal customer profiles2 records
ChoiceTrade technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
ChoiceTrade partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Velox Clearing LLCcorePrimary clearing firm for ChoiceTrade accounts (accounts beginning with '2CT'). Handles settlement, custody, margin loans, and cashiering functions. Wire instructions provided for BMO Harris Bank transfers to Velox Clearing at 600 Brickell Ave Suite 2800, Miami, FL 33131.
- Alpaca Securities LLCcoreAlternative clearing firm (accounts with 9-digit numeric account numbers). Handles settlement and custody for certain accounts. Beneficiary address at 12 E 49th St, Floor 11, New York, NY 10017.
- Curvature Securities LLCcoreClearing firm partner handling trade execution, settlement, and customer account services. Available for fund access at 908-944-9400 or www.curvaturesecurities.com.
- BMO Harris Bank N.A.corePrimary banking partner for wire transfers. Bank address: 111 West Monroe St., Chicago, IL 60603. ABA# 071-000-288. Handles domestic and international wire transfers for ChoiceTrade customer accounts.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
ChoiceTrade competitors and assessment
Company assessmentDirect peers
- tastytrade (IG Group): Options-focused retail broker with subscription tiers, options analytics, and education. Overlaps with ChoiceTrade's Options Strategy Identifier and ChoiceTrade Elite offering for options-active retail traders.
- Tradier: Brokerage-as-a-platform targeting fintech developers with REST APIs for equities, options, and multi-leg orders. Overlaps tightly with ChoiceTrade's fintech infrastructure proposition for active traders and embedded investing apps.
- Alpaca Securities: API-first brokerage infrastructure offering account opening, KYC, order routing, and clearing for fintech developers and embedded apps. Directly comparable to ChoiceTrade's partner API offering and even serves as a clearing partner, making it the closest head-to-head competitor in B2B brokerage-as-a-service.
- TradeStation: Online broker for active and professional traders offering desktop platforms, options strategy tools, and API access. Directly comparable in active-trader positioning, subscription platforms, and advanced order routing similar to DasTrader and ChoiceTrade Elite.
- DriveWealth: Embedded brokerage infrastructure provider for fintechs and global brokerages seeking U.S. equities access via API. Directly comparable to ChoiceTrade's white-label API for international fintechs and emerging-market brokers.
Broad incumbents
- Webull: Commission-free mobile-first broker with options and international expansion (LATAM, SEA). Comparable in zero-commission equities/ETFs, mobile trading, and international reach to ChoiceTrade's platform breadth.
- Interactive Brokers: Large established global online broker offering IBKR Pro/API and white-label solutions via IBKR Lite retail tier. Comparable on the B2B API/embedded side and an alternative for active retail traders, with far greater scale and international reach.
- Robinhood: Commission-free retail brokerage with mobile-first UX and simple onboarding. Comparable in retail commission-free stock/ETF trading and digital account opening, though ChoiceTrade differentiates with options, advanced platforms, and B2B infrastructure.
- eToro: Global retail trading platform with commission-free stocks and an API/power-user tier. Comparable in retail investor focus, multi-region footprint, and zero-commission pricing across U.S. and international markets.
Others
- Apex Fintech Solutions: Clearing and infrastructure provider powering multiple retail brokerages and fintechs. Comparable as the underlying execution/clearing layer that ChoiceTrade's clearing partners (Velox, Curvature) compete with in serving fintech platforms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ChoiceTrade social profiles
Digital presenceChoiceTrade financial estimates
Financial estimateRevenue estimate
Valuation estimate
ChoiceTrade leadership team
Management profileNumber of profiles
Profiles1 record
ChoiceTrade funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ChoiceTrade M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ChoiceTrade
What does ChoiceTrade do?
ChoiceTrade is a U.S. online securities brokerage that lets self-directed investors and active traders buy and sell U.S. stocks, ETFs, options, and fractional shares through a web platform, mobile apps, and advanced add-on trading tools (Quotestream, DasTrader, ChoiceTrade Elite). Beyond retail, it provides API-driven, white-label brokerage infrastructure for fintech startups, banks, robo-advisors, and global brokerages to launch trading products with KYC, order routing, clearing, and custody under its SEC/FINRA regulatory umbrella.
Is ChoiceTrade a public or private company?
ChoiceTrade is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ChoiceTrade founded?
ChoiceTrade was founded in 2000. It employs 1 to 10 people.
Where is ChoiceTrade based?
ChoiceTrade is headquartered in East Brunswick, United States, in the North America region.
How does ChoiceTrade make money?
Four revenue lines are on record. Commission-based trading is the primary driver. The others are platform subscription fees, margin interest and fintech infrastructure partnership fees.
Who are ChoiceTrade's main competitors?
Direct peers on record are tastytrade (IG Group), Tradier, Alpaca Securities, TradeStation and DriveWealth. Broad incumbents are Webull, Interactive Brokers, Robinhood and eToro. Apex Fintech Solutions is listed as an others.
Does ChoiceTrade have an API?
Yes. ChoiceTrade offers a REST API providing API-driven brokerage infrastructure for fintech partners. The API suite covers: account opening and KYC (kyc_tier parameter), order routing and execution (place market orders by symbol, quantity, and type), and real-time portfolio data. Available via a sandbox environment for development and testing, with a path to production. A sample Python partner client is provided showing account creation (ct.accounts.create) and order placement (ct.orders.place) with execution times under 200ms. Partners can integrate within 60 days; the company guarantees go-live within 90 days. DasTrader also offers its own separate API (https://dastrader.com/das-api-services/). Developer documentation is at dastrader.com/das-api-services.
What industry is ChoiceTrade in?
ChoiceTrade's product category is Online Brokerage. Its primary akta.pro industry code is FSAEACAB, Discount & Online Retail Brokerage, with a secondary code of FSAEACAI, Options Brokerage. Its NAICS code is 5231 and its SIC code is 6211.