Click and trade
E*Trade's new electronic trading platform, set for rollout this spring, aims to resonate with US investors clamouring for transparency and live pricing. Added value will come from trading on the solid foundation of products that the firm has laid during the past four years. Sophia Morrell reports
The US structured products market is expanding at breakneck speed, with issuance increasing almost 80% between 2006 and 2007. But for E*Trade Financial, it is all about taking a more measured approach. The company is an advisory firm on a financial services model, which started offering structured products four years ago. It employs 70 financial advisors and 3.5 million clients, the bulk of whom are self-directed and do not require hands-on discretionary wealth management. The firm's first
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