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	August 10, 2005 E*TRADE Acquires Harrisdirect — And A Rich Vein Of Cross-Sell Prospects by Bill Doyle with Bruce D. Temkin, Allison Corbett, Peter Hult

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Executive Summary

The online trading industry continued its summer of transformation this week, as E*TRADE announced an agreement to acquire direct brokerage Harrisdirect. The acquisition will give E*TRADE access to a fresh crop of mass-affluent investors — a segment the firm has been particularly successful with to date. Long-term, Forrester expects E*TRADE's success at selling deposit and loan products to draw more big banks into the direct brokerage industry.

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