Ameritrade Unveils New Integrated Platform, Pricing

Moving rapidly to capitalize on its acquisition of Datek, Ameritrade
Holding Corp. Monday unveiled a new suite of products
and services that integrate features of the two online trading platforms.
It also released a new pricing schedule that will take effect on Oct. 19.


The new product and services suite offers both client sets a free version
of Streamer, Ameritrade’s command center, the company’s 10-Second
Guarantee, its 24-hour client service by phone and online, Report & Alert
Service, SnapTicket, subscription access to the Advanced Analyzer, access
to the Interactive Voice Response (IVR) quotes line, and the ability to do
Automated Clearing House deposits.


Ameritrade has retooled its command center to integrate Streamer in order
to put order management and real-time quotes on the same screen. The
command center also includes Rapid Order Entry, integrated
Positions/Balances, access to subscription-based Streaming News, and Level
II Quotes — all free to non-professional clients.

For Ameritrade Gold and Datek Elite clients, as well as new clients which
average 10 trades per month over a three-month period or hold a $100,000
total account value, Ameritrade is rolling out Apex, its new premier
service.

Apex clients, at no additional charge, will also benefit from a dedicated
service team, Streaming Level I and Level II Quotes, Streaming News from
Dow Jones Newswires, Free paper trade confirmations and statements, and
discounts on other Ameritrade subscription products.

Finally, beginning on Oct. 19, the commission for online equity trades
through Ameritrade will be set at a flat $10.99, for both market and limit
orders, no matter how many shares bought or sold. Trades placed through the
IVR system will be $14.99, while broker assisted trades will be $24.99 for
market orders and $29.99 for limit orders. Options will follow the same
structure, but add an additional $1.50 per contract.

News Around the Web