Founded in 1996 as NetStock Direct and later rebranded as ShareBuilder in 1999, the company pioneered the concept of dollar-cost averaging for retail investors through a simple online platform. It allowed customers to invest small, regular amounts automatically, which lowered the barrier to entry for stock market participation. In 2007, ShareBuilder was acquired by ING Direct, which was subsequently acquired by Capital One in 2012, rebranding the service to "ShareBuilder from Capital One" and later "Capital One Investing." In 2018, Capital One exited the online brokerage business and transferred all customer accounts to E*TRADE.

Founded in

United States