I've had many brokers over the last 20 years, and for conservative money that I won't be trading much, I like Scottrade. The problem with most brokers is that they are constantly getting bought and sold. You sign up with one set of rules, and all of a sudden someone else owns your brokerage and starts changing everything around.
Scottrade is a privately held company, so they have no investors to kow-tow to. They say they are not for sale, and given the number of years they have been in business, I suspect they mean what they say. They are definitely honest. You can call them on the phone and talk to a person without going through a crazymaking phone menu. They are slow at things, sometimes taking a couple of weeks to clear a deposit, but if you are tossing it in there for the next 5 years, that really should not matter. Their user interface is easy for the uninitiated to learn, and they will help you on the phone, politely. They are for investors, not traders, and they are no good if you want to do any fancy trading of any sort. Personally, for things I plan to hold for a long time, I use them if I am buying many (thousands) of shares and the $7 commission is therefore less than IB's 50 cents per round lot.