Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 ISOLATE SEGMENTS: PRODUCT SYSTEM COMPONENT SEGMENT
CHOICE 3 COMPONENT: CHANGE THE BENEFIT PACKAGE
| No. | SIC | Year | Notes |
| 1 | 6211 | 2004 | At Ameritrade, investors answer six questions designed to measure their risk tolerance and then are funneled into one of 25 model ETF portfolios. The program also allows investors to check how their current asset mix compares with the recommended allocations. To get back on target, investors can just click a button and Ameritrade automatically sells or buys ETFs as needed to rebalance the portfolio. Ameritrade is charging 0.5% on the first $100,000 of assets and 0.35% of assets above that amount, with a minimum annual fee of $100. The new approach is designed to boost Ameritrade's share of its client assets that are kept at the firm, which currently stands at 22%. |
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