Free Online Trades Won't Trigger A Price War — Yet
Bank of America Offer Won't Grab Market Share, But It Will Change Investor Expectations
January 19, 2007
Why Read This Report
Offers of free online trades from Bank of America and upstarts haven't forced the top direct brokerages to lower their own commissions. It's no surprise: Few US households trade often enough to justify a switch. But the offer from Bank of America will change investor expectations. Online channel managers at competing firms should prepare now for renewed price competition.
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