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Executive Summary
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.
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