June 3, 2005

Wells Fargo's Free Online Trading Will Pay Off

by Tom Watson

with Bill Doyle

Executive Summary (This is a document excerpt)

Wells Fargo drastically reduced its online trading commissions on June 1, offering free online brokerage trades to customers that keep significant banking assets with the firm. Our assessment: Smart move. Its direct brokerage is a peripheral business, so Wells has little to lose by giving away trades. However, the bank will get significant upside from the maneuver. What's in it for Wells? For starters, the attention of attractive banking prospects, as well as additional assets from current customers.

Buy Risk-Free

Download and print PDF immediately. Price: US $199

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.