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10/25/00 05:07:47 PM PST
by Working Money Magazine

Ameritrade is a recognized leader among online discount brokers. With more than 25 years of experience, the company has continued to mainstream and reinvent the idea of what investing can be. From pioneering discount brokerage in 1975 to setting benchmarks for service, speed, reliability, and value, Ameritrade today offers the premier online customer experience for the self-directed investor.

Ameritrade has remained successful by staying focused and deep. While competitors have tried to offer a variety of services outside the typical broker offerings, Ameritrade has stayed keenly focused on investing, building its strategy in line with investors' needs.

Originally established in 1975 as First Omaha Securities, the company founded a proud history of investing innovation as one of the first companies to offer discount brokerage services. The firm was eventually renamed Accutrade, Inc., and became the first brokerage to offer investing by touchtone phone in 1988. Through the firm's acquisition of K. Aufhauser & Co., it became a pioneer in offering trading over the Internet in 1994. Eyeing tremendous opportunities to introduce mainstream consumers to self-directed investing, Ameritrade Holding Corp. went public in 1997, listing its shares on Nasdaq under the ticker symbol AMTD. Later that same year, Ameritrade, Inc., became the first to introduce $8 trade commissions and a brand was born.

Today, Ameritrade is one of the strongest and most recognizable brands in the world. Its advertising and unrelenting focus on its customers have attracted well over one million investors who are actively planning their own financial futures with Ameritrade.

While the company continues to offer $8 trades, it has added flexibility and control to its suite of investing vehicles. Ameritrade customers can invest online, by Interactive Voice Response telephone system, through a registered broker, or on a wireless phone or PDA. Ameritrade offers 24-hour customer assistance (excluding market holidays) through a knowledgeable staff of representatives. For as little as $500, anyone from Wall Street newbies to investment gurus can set up an Ameritrade cash account. With access to more than 8,000 mutual funds, real-time quotes, custom charts, free research, and eCheckSecure, a faster way to fund its investors' accounts, Ameritrade offers an incredible value with straightforward pricing. Internet equity market trades are just $8, with limit and stop orders just $5 more. More information can be found online at

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