# Understanding Brokerages: Types, Revenue, and How They Work

![Brokerage Firm](https://www.investopedia.com/thmb/lGHZlHy42RKr98gOpQ2ZIjesshs=/1500x0/filters:no_upscale():max_bytes(150000):strip_icc()/brokerage-company.asp-final-64d6cb4292eb4fb08cfc41f268ef459b.png)

*— Zoe Hansen / Investopedia*

> **Definition**
>
> A brokerage firm is a company that acts as an intermediary between buyers and sellers to facilitate transactions, earning revenue through commissions and fees.

## What Is a Brokerage Firm?

A brokerage firm is a financial intermediary. Brokers connect buyers and sellers to complete a transaction for stock shares, bonds, options, and other financial instruments. They are compensated in fees or commissions after the transaction is complete.

Full-service and discount brokerages differ in available services and pricing structures. Full-service brokers offer a wider range of products and services and are paid by a flat annual fee or fees per transaction. Discount brokers handle buy and sell orders directly from the investor for little to no fee, and many have tiered services at premium prices.

Online brokers, who offer free stock trading but charge for other services, and robo-advisors, which use algorithms for trading strategies at low fees, are changing the landscape of brokerage services.

### Key Takeaways

*   Brokerage firms act as intermediaries, facilitating transactions between buyers and sellers of various financial assets, such as stocks and bonds, and earn money through commissions and fees.
*   Full-service brokerage firms provide a broad range of financial services, such as money management and estate planning, and generally cater to high-net-worth individuals who are willing to pay fees ranging from 1% to 3% of assets under management.
*   Discount brokerages and robo-advisors have grown in popularity due to their low- or zero-commission structures for basic services, though they may offer tiered or premium options at additional costs.
*   The choice between independent and captive brokerages can impact the range of products offered, with independent advisors being held to a fiduciary standard and potentially providing a broader selection of investment options compared to captive brokers.
*   Investors should understand the differing service levels and pricing structures of brokerage firms to select one that aligns with their specific financial needs and decision-making confidence.  
    

> **Important**
>
> Brokers may work for brokerage companies or operate as independent agents.

## How Brokerage Firms Operate

If all parties in a market had complete information, brokerage firms wouldn’t be needed. However, this is impossible in today’s fast-paced market with countless participants. The Nasdaq alone often has in excess of 35 million trades per day.

Brokerage companies exist to help match two sides in a trade. They bring together buyers and sellers at the best price possible for each and extract a commission for their service. Full-service brokerages provide advice and research on many financial products.

## Different Brokerage Firm Categories

The amount you pay a broker depends on the level of service you receive, how personalized the services are, and whether these services involve direct contact with human beings rather than computer algorithms.

### Full-Service Brokerage

[Full-service brokerages](https://www.investopedia.com/terms/f/fullservicebroker.asp), also known as traditional brokerages, offer a range of products and services, including money management, estate planning, tax advice, and financial consultation.

These companies also customarily offer stock quotes, research on economic conditions, and market analysis. They also offer highly trained and credentialed professional brokers and financial advisers to advise their clients on money matters.

While some traditional brokerages charge a fee, a commission, or both for regular stock orders, stiff competition in recent years has pushed the [best online brokers](https://www.investopedia.com/best-online-brokers-4587872) to charge nothing for these trades. However, broker-assisted charges for trades on non-stock securities can still reach as high as $100.

Many brokerages are switching to a [wrap-fee](https://www.investopedia.com/terms/w/wrap-fee.asp) business model in which all services, including stock trades, are covered by an all-inclusive annual fee. The fee averages 1% to 3% of [assets under management (AUM)](https://www.investopedia.com/terms/a/aum.asp).

Many full-service brokers seek out affluent clients and establish minimum account balances that are required to obtain their services, often starting at six figures or more. Some full-service brokerages offer a lower-cost discount brokerage option as well. Merrill Lynch Wealth Management, Morgan Stanley, and Edward Jones are among the big names in full-service brokerages.

### Discount Brokerage

A [discount brokerage](https://www.investopedia.com/terms/d/discountbroker.asp) is an online brokerage. The online broker’s automated network is the middleman, handling buy and sell orders that are input directly by the investor.

The introduction of the first discount brokerage is often attributed to Charles Schwab Corp., whose website publicly debuted in 1996. Competitors soon appeared.

As they have evolved, the brokerages have added tiered services at premium prices. Due to competition online and on apps, most competitors now offer free basic stock trading.

[Charles Schwab](https://www.investopedia.com/charles-schwab-review-4587888) remains one of the [biggest names in online brokerages](https://www.investopedia.com/best-online-brokers-4587872), along with others including [Fidelity Investments](https://www.investopedia.com/fidelity-review-4587897) and [Interactive Brokers](https://www.investopedia.com/interactive-brokers-review-4587904).

The same names pop up for mobile brokerage apps, along with newer competitors such as [Robinhood](https://www.investopedia.com/fidelity-vs-robinhood-4587945) and Acorns.  

### Robo-Advisors

A robo-advisor is an online investment platform that [uses algorithms to implement trading strategies](https://www.investopedia.com/how-robo-advisors-actually-invest-your-money-11776454) on behalf of its clients in an automated process.

Most robo-advisors use passive index strategies based on [modern portfolio theory (MPT)](https://www.investopedia.com/interactive-brokers-review-4587904), but some offer more active management options. Some even offer access to human advisors.

[Robo-advisors](https://www.investopedia.com/terms/r/roboadvisor-roboadviser.asp) have their appeal, not the least of which is very low entry fees and account balance requirements. Most charge no annual fee, zero commissions, and set their account minimum requirements to a few dollars.

Access to an advisor comes with a fee, typically 0.25% to 0.50% of AUM per year. That’s still far less than the cost of a traditional broker.

## Comparing Independent and Captive Brokerages

If you’re buying or selling certain financial products, including mutual funds and insurance, it’s important to know whether your broker is affiliated with certain companies and [sells only its products](https://www.investopedia.com/terms/s/sellingaway.asp) or can sell you the full range of choices.

Find out if your broker follows the [fiduciary standard](https://www.investopedia.com/terms/f/fiduciary.asp#:~:text=A%20fiduciary%20is%20a%20person,in%20the%20other's%20best%20interests.) or the suitability standard. The suitability standard requires the broker to recommend actions that are suitable to your personal and financial circumstances. The higher fiduciary standard requires the broker to act in your best interests.

### Independent Brokerage

[Registered investment advisors (RIAs)](https://www.investopedia.com/articles/financialcareers/06/whatisaria.asp) are the most common type of independent broker found today. Independent brokerages are not affiliated with a mutual fund company. They may be able to recommend and sell products that are better for the client.

They are required to hold to the fiduciary standard, meaning that they must recommend investments that are in the client's best interest.

### Captive Brokerage

A captive brokerage is affiliated with or employed by a mutual fund company or insurance company and can sell only its products. These brokers are employed to recommend and sell the range of products that the mutual fund firm or insurance company owns.

The products they recommend may not be the best available for the client.

## Is It Worth It to Use a Full-Service Broker?

People who use full-service brokers want the advice and attention of an expert to guide their financial affairs. These are usually complex, as these clients tend to be high-net-worth individuals with complex financial affairs. They are willing and able to pay an average of 1% to 3% of their assets per year for the service.

People who use an online discount broker may feel confident in their ability to handle their own finances and make their own decisions.  

## How Does a Brokerage Firm Work?

A broker is essentially a middleman. Brokers match buyers with sellers, complete the transaction between the two parties, and pocket a fee for their service.

If you use an online brokerage to buy stock, there’s no human standing between you and the transaction. The brokerage software makes the match.

If you use a full-service brokerage, the process is much the same, except that someone else is pressing the keys on the keyboard. However, the full-service brokerage may have identified a good investment opportunity, discussed it with the client, and acted on the client’s behalf in making the transaction.

## How Does a Brokerage Firm Make Money?

Generally, brokerages make money by charging various fees and commissions on transactions they facilitate and services they provide. The online broker who offers free stock trades receives fees for other services, plus fees from the exchanges.

Full-service brokerages increasingly charge a so-called wrap fee, an all-in-one charge for all or most services, This is usually 1% to 3% of the amount in the client’s account per year and covers advisory services and investment research as well as trading fees.

## What Is the Retirement Security Ruleand What Does It Means for Investors?

The purpose of the [Retirement Security Rule](https://www.investopedia.com/retirement-security-rule-8663997), also known as the [fiduciary](https://www.investopedia.com/terms/f/fiduciary.asp) rule, is to protect investors from conflicts of interest when receiving [investment advice](https://www.investopedia.com/terms/i/investment-advice.asp) that the investor uses for retirement savings.

The rule was issued by the U.S. [Department of Labor (DOL)](https://www.investopedia.com/terms/d/dol.asp) on April 23, 2024. It takes effect on Sept. 23, 2024. However, a one-year transition period will delay the effective date of certain conditions to 2025.

If an advisor is acting as a fiduciary under the Employee Retirement Income Security Act (ERISA), they are subject to the higher standard–the fiduciary best-advice standard rather than the lower, merely suitable advice standard. Their designation can limit products and services they are allowed to sell to clients who are saving for retirement.

## The Bottom Line

The primary role of a brokerage firm is to act as an intermediary that facilitates transactions between buyers and sellers of financial products. Brokerage firms, whether full-service or discount, generate revenue through commissions, fees, and wrap-fees.

Full-service and discount brokerage firms differ in their range of services and fee structures. Full-service brokers offer more products and services and are paid by a flat annual fee or transaction fees per transaction, while discount brokers handle buy and sell orders directly from the investor for little to no fee, and many have premium-priced tiered services.

Investors have other options for different types of brokerage models, including robo-advisors that offer automated, low-cost services.

The emergence of independent vs. captive brokerage makes a difference in investors’ choices in financial products. Independent brokers are not affiliated with any company and can recommend and sell any product. Captive brokers are affiliated with or employed by a mutual fund company or insurance company and can sell only its products.

It’s important to understand whether your broker adheres to the fiduciary standard, as it could affect the quality of advice and products offered. You should also assess your own financial needs and preferences when choosing a brokerage service.

> **Article Sources**
>
> 1.  NasdaqTrader. "[Nasdaq Daily Market Summary](http://www.nasdaqtrader.com/Trader.aspx?id=DailyMarketSummary)."
>     
> 2.  Fidelity. "[Commissions & Fees](https://www.fidelity.com/bin-public/060_www_fidelity_com/documents/Brokerage_Commissions_Fee_Schedule.pdf)."
>     
> 3.  Charles Schwab. "[Our Company](https://www.aboutschwab.com/history)."
>     
> 4.  Federal Register. "[Retirement Security Rule: Definition of an Investment Advice Fiduciary](https://www.federalregister.gov/documents/2024/04/25/2024-08065/retirement-security-rule-definition-of-an-investment-advice-fiduciary)." 
>     
> 5.  U.S. Department of Labor. "[Fact Sheet: Retirement Security Rule and Amendments to Class Prohibited Transaction Exemptions for Investment Advice Fiduciaries](https://www.dol.gov/agencies/ebsa/about-ebsa/our-activities/resource-center/fact-sheets/retirement-security-rule-and-amendments-to-class-pte-for-investment-advice-fiduciaries)."
>     
> 6.  J.P. Morgan. "[Retirement Insights](https://am.jpmorgan.com/us/en/asset-management/adv/insights/retirement-)."