The consolidating online brokerage industry saw another takeout Thursday morning, this time with E*Trade ( ET - Get Report) disclosing plans to buy BrownCo, part of J.P. Morgan Chase ( JPM - Get Report).

E*Trade said the acquisition is valued at $1.6 billion in cash. After completing the integration, E*Trade expects the deal to add 7 cents a share to its earnings on a full-year basis.

The disappearance of independent discount brokers is hardly new. Earlier this year, E*Trade tried to merge with rival brokerage Ameritrade ( AMTD - Get Report), but that proposed deal didn't come to fruition. Afterward, in August, the company laid out a plan to buy the U.S. online brokerage operations of Harrisdirect.

E*Trade's bid to join forces with Ameritrade ended in June when Ameritrade reached a pact to buy TD Waterhouse from Toronto Dominion ( TD - Get Report).

Going back two years, Ameritrade acquired Datek, and prior to that the company had bought National Discount Brokers in 2001.

Shares of E*Trade were rising 52 cents, or 3%, to $16.85 in premarket trading.