An online brokerage firm is a digital platform that allows individuals to buy and sell financial assets through the internet without relying on a traditional, in-person broker. These firms act as intermediaries between traders or investors and the financial markets, executing orders for assets such as stocks, bonds, ETFs, forex, commodities, and sometimes cryptocurrencies.

The main appeal of an online brokerage firm is accessibility. Investors can open accounts, place trades, monitor portfolios, and manage funds from a computer or mobile device at any time. Most platforms provide real-time price data, charting tools, order types like market and limit orders, and detailed account reporting, giving users direct control over their trading decisions.

Online brokerage firms are generally more cost-effective than traditional brokers. Lower overhead costs allow them to offer reduced commissions, tighter spreads, or even commission-free trading in some markets. This makes investing more affordable, especially for beginners and small account holders.

Another key feature is self-directed investing. Users make their own decisions rather than relying on personalised advice, which encourages learning and independence. Many platforms also include educational resources, demo accounts, and research tools to help users improve their skills.

Overall, an online brokerage firm combines technology, convenience, and cost efficiency, making market participation easier and more transparent for modern investors across different experience levels.