E*TRADE from Morgan Stanley is ramping up marketing of its digital bank. Its deposit products are under Morgan Stanley Private Bank, a bank that has more deposits than Ally, AMEX or Charles Schwab Bank. on its history and its current digital bank marketing push. 1/9

E*TRADE Bank offered its first online savings account in 2006, and it was a strong online bank competitor. That changed after the 2008 financial crisis. E*TRADE Bank had major mortgage-related losses, and E*TRADE decided to refocus on its brokerage business. 2/9

When E*TRADE began refocusing on its brokerage business, E*TRADE arranged a deal with Discover to transfer savings account customers and their deposits to Discover Bank. This transfer excluded those who had the Max-Rate checking or a brokerage relationship with E*TRADE. 3/9

E*TRADE Max-Rate checking continued as an active product with many appealing features. However, one thing that was lost was a “max rate”. Its rate fell to 0.05% in 2012 and remained at that rate until 2023. 4/9

Major changes took place in 2020 when Morgan Stanley acquired E*TRADE. The two E*TRADE Banks were merged into Morgan Stanley Private Bank in 2022, adding $56 billion in deposits. 5/9

In June 2022, E*TRADE by Morgan Stanley put focus back on its online savings account, the Premium Savings Account. Rate hikes followed the Fed and it became competitive once again with other online banks. Its rate peaked at 4.50% APY in 2024: it's now 3.75% APY (11/7/25) 6/9

E*TRADE by Morgan Stanley now markets banking at Morgan Stanley Private Bank as “seamlessly integrated with E*TRADE investing accounts.” In addition to the Premium Savings Account, its Max-Rate checking offers 2% APY and CDs have rates up to 4.10% APY (11/7/25). 7/9

In addition to competitive rates, Morgan Stanley Private Bank has come out with an aggressive promo to attract customers and deposits: * Up to $1,000 cash bonus for the Premium Savings Account * A $300 cash bonus for new checking account customers https://us.etrade.com/a/bank 8/9

With the renewed marketing, could we see a return of E*TRADE Super Bowl commercials like this one from 2010? 9/9