E. F. Hutton & Co. was an American stock brokerage firm founded in 1904 by Edward Francis Hutton and his brother, Franklyn Laws Hutton. Later, it was led by well known Wall Street trader Gerald M. Loeb. Under their leadership, Hutton became one of the most respected financial firms in the United States and for several decades was the second largest brokerage firm in the United States. The firm was best known for its commercials in the 1970s and 1980s based on the phrase, "When E. F.