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E-Trade is Having an Esoteric Crisis

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E-Trade is Having an Esoteric Crisis

(New York)

E*Trade is a veritable legend in the retail financial space. The country has been symbolic of retail stock trading since its emergence on the scene in the 1990s. It is famous for big retail marketing pushes, including well-loved TV advertising campaigns. However, its is currently struggling with its own identity, with the board giving the CEO an ultimatum: figure out the identity of the business or lose your job. The company has seen its revenue dwarfed by the likes of Charles Schwab and Ameritrade, leaving it a distant third. As a response, the company is pushing into its old ground, launching a huge TV campaign and trying to tap into customers' aspirational goals, trying to create a link between stock investing through E-Trade and growing personal fortunes.

FINSUM : It seems like online broker age overall may struggle with the growth of robo advisers and the overall industry move towards more fee-based and less transactional business. Then again, it could benefit because of a jump in revenue from those that still want to have commission-based trading.

  • etrade
  • stocks
  • retail brokerage
  • robo advisors

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.


The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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