I’ve got an opinion and some experience in this matter. Long ago I traded through a “full service” broker. They charged exorbitant transaction fees which they justified by providing mostly worthless research. These firms are largely a thing of the past, but there are some firms that still charge an arm and a leg for trading individual stocks because they want to keep you captive in their preferred mutual funds. Edward Jones would be one of these firms. I can’t recommend strongly enough that you stear clear of this or any similar firm.
As for “discount brokers” they are now the prevailing model. Virtually all of them charge roughly the same per stock trade, around $7. So it really comes down to the user interface and information provided for free. I was a Scottrade customer for a long time, but when I decided I wanted to be more active with options they encouraged me to open an account in their associate brokerage firm Options First. Scottrade was OK, with $7 trades, but they did not provide very good free research information (my opinion, others may differ). Options First provided even less information, but they did support more sophisticated trades especially geared to options traders. For reasons unknown to me, Options First recently shut their doors and migrated their clients to Interactive Brokers.
IB has very low commissions ($5 per trade) and a number of interfaces, in my opinion all of them are user hostile. They provide information by subscription which means you have to pay for the same information that is provided for free almost everywhere else. BTW, nearly all firms also provide access to various subscriptions if you want to pay for “superior” information. So far, the most informative and high quality information I’ve found anywhere is right here on this board. And the price is right. The one shining light for IB is that their account reporting tools are stellar.
I ended up consolidating my 5 accounts maintained at three separate brokers to Fidelity. They web based user interface is easy to use. They provide every transaction type you are likely to want to use. The research information they provide is somewhat superior to what I was getting from Scottrade (again, an opinion). Their commision is $7.95 per trade. Unless you plan on a lot of transactions, a buck or two should not be the thing that drives your decision.
From what Saul has said, I’m quite sure he’s with Schwab. I don’t think he provides endorsements, it’s just an historical fact. Schwab was one of the first discount brokers, he probably started there long ago and is comfortable.
One other thing you might want to consider is if there are restrictions on certain equities. A few of us on this board recently traded AIOCF. Scottrade and Fidelity allowed trades on this issue. IB and Options First did not. I’m not sure what the problem was, something about electronic trade access or what all. This is kind of an obscure issue, but if you think you might trade pink sheets or foreign issues it’s worth asking some questions before signing up.
I think most brokers let you kind of dry run the service before you have to open an account. My advice is visit a few different brokers and see if any stand out for you. Feel free to call and ask questions. Most will be happy to address any questions. If they don’t treat you well as a prospective customer, move on. There are lot’s of brokers who will welcome your business, even if you are a “small potato”.