E*TRADE Financial Corp. is a financial services company and an online brokerage industry. The company operates its business through two segments: Balance Sheet Management and Trading and Investing. The Balance Sheet Management segment serves as a means to maximize the value of its customer deposits, focusing on asset allocation and managing credit, liquidity and interest rate risks. The Trading and Investing segment offers a comprehensive suite of financial products and services to individual retail investors. The company was founded by William A. Porter Jr. and Bernard A. Newcomb in 1982 and and is headquartered in New York, NY.