Case Study: E*TRADE achieves rapid insights — cutting time to answers from weeks to 1–2 days with Heap

E*TRADE’s Analytics Team Delivers Insights with Heap

E*TRADE, a leading online brokerage and financial services firm, relied on legacy analytics tools that were inflexible and maintenance-heavy. Its central analytics team spent much of its bandwidth managing tagging and implementations across a large product portfolio, causing projects to bloat and turning insights that should have taken days into weeks or months—often missing opportunities to act.

By adopting Heap’s Autocapture and Heap Connect, E*TRADE minimized engineering coordination with a single JavaScript snippet and gained retroactive event data plus easy cloud integrations. The analytics team regained ownership of tracking, cut time-to-insight from weeks to 1–2 days, increased capacity for strategic projects, and enabled faster, data-driven product decisions across the business.

E*TRADE

Alex Welch

Director of Analytics