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Schwab. No trade commissions, most products available and you get a sweet checking account that reimburses all ATM fees with no minimum balance.
I’ve only ever used Fidelity for a 401k so I can’t speak to it that much other than that I don’t like their interface.
I am a big fan of Schwab’s investor checking account, though. Interest bearing, reimburses ATM fees and no account minimums. You need a Schwab brokerage account to get the checking account. I’m also lazy and love Schwab’s customer service chat, there’s not much limit on what they can handle for you versus calling.
Ultimately, if the fees/commissions are the same and there isn’t some product you want that’s only available on one platform, it’s a coin flip.
Pro
I’ve used both fidelity and merrill edge in the past. Both have easy to use websites, easy trading, research etc. If you use BOA as your bank, Edge might be the way to go. If you don’t, Fidelity is just as good.