Offer your thoughts or opinion on the input financial query or topic using your financial background.

Trading on exchanges or via brokerage companies?
Yes when I place an order with my broker they send it out to the exchange. - For individual investors, what are some cons and pros of trading on    the exchanges directly versus indirectly via brokers? I may be mistaken(I highly doubt it), but from my understanding you cannot trade directly through an exchange as a retail investor. BATS allows membership but it is only for  Your firm must be a registered broker-dealer, registered with a Self Regulatory Organization (SRO) and connected with a clearing firm. No apple (aapl) is listed on the NASDAQ so trades go through the NASDAQ for aapl. Caterpillar Inc (CAT) is listed on the NYSE so trades go through the NYSE.  The exchange you trade on is dependent on the security, if it is listed on the NYSE then you trade on the NYSE. As a regular investor you will be going through a broker. When looking to purchase a security it is more important to know about the company and less important to know what exchange it is listed on. Since there are rules a company must comply with for it to be listed on certain exchanges, it does make a difference but that is more the case when speaking about a stock listed Over the Counter(OTC) or NYSE. It is not important when asking NYSE or NASDAQ? Selecting a broker is something that's dependent on your needs. You should ask your self, "whats important to me?", "Do I want apps(IE: iPhone, android)?" "Do I need fancy trading tools?". Generally all the brokers you listed will most likely do the trick for you. Some review sites: Brokerage Review  Online Broker Review 2012 Barron's 2012 Online Broker Review