E*Trade Financial Corporation is a financial services company that provides brokerage and related products and services primarily to individual retail investors under the brand E*TRADE Financial. It also provides investor-focused banking products, primarily sweep deposits, to retail investors. The Company operates in two segments: trading and investing, and balance sheet management. The trading and investing segment includes retail brokerage products and services, investor-focused banking products, and corporate services. Balance sheet management includes the management of asset allocation, loans previously originated by the Company or purchased from third parties, deposits and customer payables, and credit, liquidity and interest rate risk for the Company.