Vanguard Group's online brokerage platform will be the first to offer commission-free trading on most ETFs, more than 1,800. Many investors cite commission-free trading of ETFs as their No. 1 priority.
"This is a significant move by Vanguard," said Todd Rosenbluth, director of ETF and mutual fund research at CFRA. "Other brokerage firms, such as Schwab or TD Ameritrade, provide commission-free trades on a subset of ETFs, with the asset managers supplementing the cost savings."