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Montanaro claimed that they were rated the 1 broker for aggressive traders and the 2 broker for beginning investors. Online brokerages like SURETRADE were considered 'deep discount' brokers and an alternative to full service firms like Merrill Lynch who charged more costly commissions based on the number of shares traded. The online order entry system empowered the self-directed investor with a higher degree of control and speed over their trade executions compared to executing a trade manually by calling a full service stock broker.
Discount stock brokerage behemoths Charles Schwab and Fidelity took notice of the online brokerages success and soon changed their commission structures to a flat, albeit higher, fee structure. The ascent of the online brokerages was cut short by the burst of the dot-com bubble of , when values of many of the most heavily traded NASDAQ stocks plummeted. However, in the wake of the dot-com crash, ' Dot-com company ' and ' day trading ' were popularly viewed as causes of the NASDAQ's melt-down.
While the original online brokers faded from the landscape in the early 21st century, their legacy of radically lowering costs and empowering individual investors with online education and financial tools continues to be dominant driver of customer satisfaction in the investment industry.
From Wikipedia, the free encyclopedia. Accessed 13 September Accessed 18 September Accessed 12 September Carey, "Beyond Cool" , Barrons , March 16, Trade Execution" , U. Alex Tarquinio, " Bull charges discount online " , "Forbes , November 27, Accessed 15 September Accessed 14 September Accessed 16 September Accessed 17 September Retrieved from " https: Defunct banks of the United States Bank of America legacy banks Banks established in establishments in Rhode Island Banks disestablished in disestablishments in Rhode Island.