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Chapter 20
PHK BUSINESS (11e) VIDEO SERIES FINAL (10/11/10)
EDITOR: A. Grazioso
SEGMENT: Chap 20: E*trade
(Investments/Securities)
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Page 1 of 4
As of: 6/30/17
VERSION: Final (10/11/10)
“CRYING” TV SPOT (TV:30)
Wow guys what’s wrong.The big expensive broker sent us pictures of his new yacht.
It’s not cool he’s killing us. You should switch to Etrade and take charge of your
finances. Oh he’s eating lobster too. Get more value at Etrade.
Christopher Larkin
SVP, retail brokerage services - U.S.
Etrade Financial is an online brokerage firm that empowers individual investors, whether
they are active traders or long term investors, to take control of their particular money.
We do that through products, services, tools, and most importantly, uh, in this day in
age, through education.
Paul Halpern
SVP, marketing
We’ve been around now for, believe it or not, uh, twenty-seven years and inside of that
we have 32 hundred employees worldwide and 28 branches.
And we went public in 1996.
We’re an online company, so we have a storefront right in front of the customer every
time they come to the door. Within that, we’re able to expose them to all the different
types of solutions that we’ve got. So, it’s not only about: come to E*Trade, I make a
trade. It’s come to E*Trade and figure out how to make sure that my portfolio is fully
aligned. Learn about different things. Education has become a really major component
for us and for our customers in these crazy times.
“HIGH TECH INVESTING” TV SPOT (TV:30)
For years I trusted an old traditional brokerage with my money. They charged me a
small fortune. But I never really knew what they were doing. So I switched to Etrade
it’s high tech, easy to use, low cost. I can screen investments, analyze them, diversify
properly, track everything. Even on my smart phone. And help is available. Anytime.
It’s transformed my investing. Experience high tech investing at Etrade.
At E*Trade, because we offer so many products, tools, and services, we wanted to build
an area where we can have a centralized portal for customers to come that are looking
Submitted for review by NKP Media Inc.
Chapter 20
PHK BUSINESS (11e) VIDEO SERIES FINAL (10/11/10)
to meet their particular financial needs.
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Page 2 of 4
As of: 6/30/17
We just recently released what’s called an Investor Resource Center, and that’s a
center on our website for customers to go to, and get specific information, whether it’s
about trading, or long-term investment, or retirement, or getting it started.
Which helps people in a particular life stage of, “what should I be thinking about before I
start executing against my financial plan?” As I think about Financial Services, you
really separate it into two areas: there’s long-term planning, and then there’s sort of
single stock trading. You need to decide first which avenue that you want to actually go
down.
The active traders have a completely different need than long-term investors. They’re
much more heavily reliant upon tools. So as they come into this particular Investor
Resource Center, this gives the ability for customers instead of looking all around the
site to find one spot to find all this information.
In doing that, we’ve put together quite a bit of video series, we have webinars, we have
seminars, and we have lots of different ways for customers to understand more and be
able to take control.
They can search for different articles.
They can sit back and watch a three-minute video on how to get started with options, or
whether it’s charting, or whatever it may be… we make it very easy for customers to
look at those videos, get a three minute education on it, and if they like that and see
that’s something they want to do, then we can dive into a seminar that’s maybe thirty
minutes, or an hour long, really depends on what the customer’s choice may be. We
put the Online Service Center out for our customers a number of years ago, and it really
helps our customers self-service their account. They want to invest online, they want to
view their account online, they want to get research online. Well, if something’s going
on in their account and they have a question or an inquiry, it’s pretty obvious they prefer
to interact with us online, and not pick up the phone, get on hold, speak to someone.
So what we do is: we’ve really evolved the E*Trade Service Center on our website to
handle almost any inquiry that the customer may have.
There are thousands of mutual funds, more stocks that are available out there, fixedincome security with lots of different maturity dates, and ratings, and things like that.
So, we need to provide the tools for those customers to help whittle down those types of
securities, and make it a much easier decision-making process for the customers. A
good example would be: The Mutual Fund All Star List that we offer, where we go out
and do some pre-screening for the customers as they look at all the different types. A
good example would be: you need some type of large cap exposure, well there’s
hundreds of thousands of funds that have large cap exposure. But, from our experience
that we have out there, we want to look at the cost, so we want to find a low-cost fund,
one that’s had a steady performance, and also looking at the manager’s tenure over the
period of time to see some type of consistency of that particular fund that fits that
Submitted for review by NKP Media Inc.
Chapter 20
PHK BUSINESS (11e) VIDEO SERIES FINAL (10/11/10)
comfort level for the particular customer.
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Page 3 of 4
As of: 6/30/17
“LOTTERY” TV SPOT (TV:30)
So this is my friend Frank and his (cough) retirement plan. One golden crown. Come on
Frank how long have we’ve known each other? Go to Etrade they have killer tools man.
They’ll help you nail a retirement plan that’s fierce. Two golden crowns. You realize the
odds of wining are like being mulled by a polar bear and a regular bear on the same
day. Frank! Oh wow you didn’t win. I want to show you something. It’s my shocked
face. (Whooooaaa). Get a retirement plan that works at Etrade.
So, if customers are here to change retirement, we just passed retirement season,
customers are trying to understand, “what are the types of accounts that we can open
here at E*Trade? What are my goals right now?” So, as we try to help them indicate,
“what are their particular goals, and what type of lifestyle do I want to have when I go
into retirement?” Once we answer some of these questions in that particular area, we
can then give them a better idea of how to actually meet those particular goals.
Another good example would be the retirement planning calculators that we have out
there.
The first thing is to understand their risk tolerance. So they’ll go through what we call
our Online Advisor and ask a series of about seven to ten questions to get a general
idea of what their risk tolerance is. If you ask a particular customer what their risk
tolerance is, just in a casual conversation, it’s much different when you start asking
some specific questions when it comes down to their particular finances. This really
helps them get a gauge of, what types of risks are they willing to take? Once you
establish the type of risk that they have, then we can start developing a type of plan
that’s really comfortable for their risk level. So, whether you are just getting married, are
you having your first child and you’re thinking about planning for their education for the
future? Are you about to enter retirement, and are you thinking about that. Either a
customer has a list of companies that they’re interested in investing in, and they just
want more research on that particular company. So we deliver fundamental research
charts, news, real time stock quotes, those types of tools that help customers make a
better decision.
“RETIREMENT” TV SPOT (TV:30)
Watching the bull and bear markets battle it out is not a retirement plan. So I switched
to Etrade and jumped on their retirement quick plan. It showed me the gloomy truth and
let me run senarios. Until I figured out how to eliminate my shortfall. Then I used their
screeners to choose the right investments. And build a diversified plan to keep me on
track. Hey my retirement plan needed work and Etrade helped me get it done. Get a
retirement plan that works at Etrade.
As you think about customers that just want to invest in the market, but they don’t have
Submitted for review by NKP Media Inc.
Chapter 20
PHK BUSINESS (11e) VIDEO SERIES FINAL (10/11/10)
a particular idea of what they want to invest in…
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Page 4 of 4
As of: 6/30/17
So whether that be fundamental research, the technical research, stock screeners, that
helps them take the wide range of the products that are out there, and helps them
narrow down the universe of the types of companies that they might want to invest in.
The complete other end of the spectrum is, if a customer just… an example would be
someone that traditionally has twenty or thirty thousand dollars to invest in a selfdirected account all of a sudden comes into money, maybe it’s through an inheritance,
or they came into money some other way. They may not know how to manage those
types of moneys… let’s say a half a million dollar account. What we have is… E*Trade
recently put out what’s called the Manage Investment Portfolio. That’s something where
the customer will go into one of our Relationship Managers, or give them a call on the
phone, and we’ll walk them through step by step based on their time horizon analysis or
risk tolerance, the type of portfolio that they should be invested in. Again that could also
be in an ETF Manage Portfolio, or a Mutual Fund Manage Portfolio, and that will every
day look at the portfolio and look at the mix of where you need to be.
When you think about education here, it’s not just the “just starting out” for investing.
That might be our most popular type of a subject is people that are new to investing, but
we’ve got education that goes all the way across the spectrum to really advanced types
of strategies as well. So, if you’re an advanced investor, there’s still a big demand for
education to make them better investors. What’s changed over time is really our ability
to partner with our individual investors, so it’s in our best interest to make sure our
customers are as educated as they can be, so that we want them to actually be
successful when they’re investing with E*Trade.
Submitted for review by NKP Media Inc.