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Head-to-head · Robo-Advisor Apps

E*TRADE Core Portfolios vs Merrill Guided Investing

  • Updated Sep 2026
  • Both researched from official sources
  • 6 checks side by side
Higher score E*TRADE Core Portfolios #2 in Robo-Advisor Apps 8.8/10 From $1.50/yr ✓ 4 of 4 features Visit E*TRADE
Merrill Guided Investing #8 in Robo-Advisor Apps 6.7/10 Paid ✓ 3 of 4 features Visit Merrill

E*TRADE Core Portfolios leads on 1 check, Merrill Guided Investing on 1, and 4 are even. Who comes out ahead on the 6 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreE*TRADE Core Portfolios · 8.8/10
  • Most featuresE*TRADE Core Portfolios · 4 of 4

E*TRADE Core Portfolios scores higher on our rubric for robo-advisor apps: 8.8 against 6.7 out of 10; our editors rank them #2 and #8.

Merrill Guided Investing leads on minimum investment: 1000 $ versus 500 $. On human advisor access, Merrill Guided Investing gives you Optional where E*TRADE Core Portfolios offers None. E*TRADE Core Portfolios offers socially responsible option; Merrill Guided Investing doesn't publish it.

E*TRADE Core Portfolios is the better fit for investors seeking rebalancing and taxable-account tax tools. Merrill Guided Investing is the better fit for investors wanting optional advisor help and tax tools.

  • E*TRADE Core Portfolios fits best

    Investors seeking rebalancing and taxable-account tax tools

  • Merrill Guided Investing fits best

    Investors wanting optional advisor help and tax tools

Advertiser disclosure: iTechGuides is reader-supported. We may earn a commission when you click some links. How we rank.

Side by side

Feature E*TRADE Core Portfolios 8.8/10 Visit ↗ Merrill Guided Investing 6.7/10 Visit ↗
At a glance
Editor score 8.8 6.7
Ranking #2 in Robo-Advisor Apps #8 in Robo-Advisor Apps
Best for Investors seeking rebalancing and taxable-account tax tools Investors wanting optional advisor help and tax tools
Pricing model Paid Paid
Starting price $1.5/yr Not published
Free plan — —
Free trial — —
Deployment Cloud, Mobile Cloud, Mobile
Platforms Web, iOS, Android Web, iOS, Android
Built for Solo, Small business, Mid-market Solo, Small business, Mid-market
Features E*TRADE Core Portfolios 4/4 · Merrill Guided Investing 3/4
Tax-loss harvesting ✓ ✓
Goal-based portfolios ✓ ✓
Retirement accounts ✓ ✓
Socially responsible option ✓ (best) Not published
Specs
Minimum investment 500 $ 1000 $ (best)
Human advisor access None Optional
Portfolio customization Limited Limited
Our review
Pros
  • Daily monitoring and automatic rebalancing help maintain portfolio allocations.
  • Tax-loss harvesting is available for enrolled active taxable accounts.
  • SRI/ESG and smart-beta ETF options add limited portfolio customization.
  • Portfolio recommendations reflect goals, time horizon and risk tolerance
  • Potential loss harvesting and ongoing portfolio rebalancing
  • Optional advisor guidance and traditional, Roth, SEP and SIMPLE IRAs
Cons
  • A $500 minimum investment may put the service out of reach for some investors.
  • The 0.30% annual advisory fee is separate from underlying ETF expenses.
  • The program does not offer access to a human advisor.
  • Annual fee starts at 0.45%, with a $1,000 minimum investment
  • Portfolio customization is limited
  • No free plan; the fee-waiver offer is a promotion, not a free tier
Our verdict

E*TRADE Core Portfolios is an automated investment advisory program that recommends a diversified ETF portfolio from a questionnaire about goals, time horizon, and risk tolerance. It is aimed at investors who want a managed portfolio and…

Read the review →

Merrill Guided Investing is an investment advisory program for people who want professionals to manage a portfolio rather than choose investments themselves. It builds recommendations around goals, time horizon and risk tolerance, then…

Read the review →
  1. E*TRADE Core PortfoliosRobo-Advisor Apps 8.8From $1.50/yr
  2. Merrill Guided InvestingRobo-Advisor Apps 6.7Paid

Strengths and trade-offs

  • E*TRADE Core Portfolios — where it wins

    • Daily monitoring and automatic rebalancing help maintain portfolio allocations.
    • Tax-loss harvesting is available for enrolled active taxable accounts.
    • SRI/ESG and smart-beta ETF options add limited portfolio customization.

    Where it doesn't

    • A $500 minimum investment may put the service out of reach for some investors.
    • The 0.30% annual advisory fee is separate from underlying ETF expenses.
    • The program does not offer access to a human advisor.

  • Merrill Guided Investing — where it wins

    • Portfolio recommendations reflect goals, time horizon and risk tolerance
    • Potential loss harvesting and ongoing portfolio rebalancing
    • Optional advisor guidance and traditional, Roth, SEP and SIMPLE IRAs

    Where it doesn't

    • Annual fee starts at 0.45%, with a $1,000 minimum investment
    • Portfolio customization is limited
    • No free plan; the fee-waiver offer is a promotion, not a free tier
  • E*TRADE Core Portfolios8.8/10 · From $1.50/yr

    A managed ETF portfolio with daily monitoring, rebalancing, and optional tax-loss harvesting.

    Visit E*TRADEFull verdict →
  • Merrill Guided Investing6.7/10 · Paid

    Goal-based managed investing with optional one-on-one advisor guidance.

    Visit MerrillFull verdict →

More comparisons

All Robo-Advisor apps comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026

Last updated · How we research and update