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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

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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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