Money Blue Book

Reviews Of Cheap Stock Trade Offers At Discount Brokerage Firms

Anyone who has ever invested in the stock market before knows that one of the biggest potential drains on one’s rate of return is the amount of money spent on expensive commissions and trading fees, paid out to brokerage firms. Regardless of whether one only performs equity, option, or bond trades a few times a year – or engages in heavy duty non stop day trading – broker fees have a nasty and rather surreptitious way of chipping into one’s investment profits over time.

Back in the day when I opened my Roth IRA account and started investing for the very first time, brokerage commissions for equity trades were in the $20-30 range. That was how much I paid in the way of transaction fees for a single stock transaction back then – for an account that barely broke $500 at the time. These days, with the emergence of deep discount online brokerages like TradeKing and Zecco – for the same amount of money, one can now buy, sell, and transact securities two to three times over.

Of course, while many of these emerging top online brokers are able to offer their customers extremely low fees and discounted charges for investment transactions, bear in mind that they can do so because they offer their account holders substantially less in the way of investment tools, premium research material, and customer service support. While  not always the case, you generally get what you pay for. Premium high end brokerage firms such as Fidelity Investments, Charles Schwab, Bank of America, and even Wells Trade charge more for the brokerage services they provide, but in exchange they offer their customers more attention, provide them more expert investment advice, and back up their services with reputations that have been honed for a greater period of time. But even with that said, if you are a beginner to investing and are primarily interested in the major index funds, or if you are an experienced investor who doesn’t need the extra hand holding that more expensive full service brokerages provide – then going with the cheapest discount stock brokerage may still be the best option for you.

Personally, I own and retain accounts with most of the major big name brokerages (a few opened just for experimentation purposes). For my fund investments, I invest primarily in established mutual funds run by top fund brokerages like Fidelity, Vanguard, T.Rowe Price, and Charles Schwab. However, at the same time, I also balance my fund-heavy portfolio out with a number of individual stocks, and exchange traded funds (ETF’s) that trade like ordinary stocks. Savvy investors who want to maximize their investment returns may want to do the same – utilize popular mutual fund brokerages like Fidelity and Vanguard for no load, no transaction fee (NTF) mutual fund investments – but take advantage of discount online brokerages that offer cheap stock trading rates for individual stock and ETF purchases.

List Of The Top Value Discount Brokers With The Lowest Commission Costs

While going with a cheap stock broker that offers basement prices for equity trades may seem like the natural way to go for the cost conscious investor, I would advise readers to not overlook the importance of value. Sometimes, paying a tiny bit more might be worth it if what you’re getting in return in the way of a better trading experience outweighs the cost. After pouring through a large number of excellent online brokers and researching their commission structures and fee tables, here are the results of my findings. For comparison purposes, I’ve also included the cost per stock trade numbers in parentheses below.

1) Zecco ($0.00 per trade): Zecco customers enjoy a special recurring offer of 10 free stock trades every month so long as they maintain a $25,000 minimum balance or make at least 25 trades each month. However, even if an account  is unable to satisfy the requirements to get the free trades, the regular Zecco commission rate is only $4.50 per trade – still an extremely good deal for even the most price sensitive of investors. For no load mutual funds, Zecco charges $10.00 per trade. With its tandem promotion of free online stock trades and regular low cost commissions, Zecco will likely appeal to active traders the most. While the gimmicky brokerage firm does not offer the best all around package in the way of investment research features or advanced trading tools for its account holders, those who are willing to perform the bulk of their stock and mutual fund research elsewhere should be able to easily overlook this nominal downside – in favor of Zecco’s super cheap rates.

2) OptionsHouse ($2.95 per trade): Charging only a mere flat rate of $2.95 per stock trade, and a flat rate of $9.95 for option contracts, OptionsHouse is one of the most affordable discount online brokerages in the market today. With OptionsHouse, there are no monthly minimum balance requirements and no maintenance fees to contend with. Ranked #1 with an award of 4.7 stars by Barron’s in its 2009 Online Broker Survey as the best choice for options traders, the brokerage firm’s offerings are not limited to just options. Despite its name, with OptionsHouse, you can trade stocks, ETF’s, no-load networked mutual funds, options, spreads, and invest in most of the usual host of financial products you’d expect from any other major discount brokerage firm – but without the high commission cost. Currently, OptionsHouse is running a host of exclusive online promotions, such as offering a free $100 bonus rebate when you switch to OptionsHouse from your current broker, as well as extra $50 OptionsHouse referral bonuses for when you Refer-A-Friend to the firm.

3) TradeKing ($4.95 per trade): Bottom line, Tradeking is one of the best discount brokerage firms out there, and one of my personal favorites. Whether online or broker assisted, trades via the popular brokerage firm are incredibly affordable at a mere $4.95 per equity trade for both market and limit transactions. With TradeKing, there are no minimum balance requirements and no account maintenance fees. The very highly ranked company has won numerous accolades and high praises from major publications like Barron’s, SmartMoney, and Kiplinger’s for its award winning account features – something that should offer great appeal to both beginners and experienced investors alike. But perhaps TradeKing’s most commendable feature is its highly touted and highly regarded customer service reputation. Whether you desire extensive customer service support via a live representative or need technical support via phone or email, TradeKing is there to deliver the support you seek. Currently, the firm is offering a bonus deal of $150 for new account transfers and $50 for each new account referral. For a more detailed overview of my personal experience with the firm, please see my TradeKing review.

4) Scottrade ($7.00 per trade): Scottrade is probably a pretty well established and recognizable brand name to most American consumers, as the firm advertises heavily on mainstream media networks like CNBC, CNN, and elsewhere online. In terms of fees, Scottrade really shines – charging only $7.00 per online trade with no account maintenance or inactivity fees, and low balance requirements. While phone and broker assisted trades do cost more, they can be easily avoided by simply sticking with online trades exclusively (as everyone ought to anyway in this day and age of Internet based brokerages). For mutual fund investors, Scottrade offers a broad selection of  NTF funds that are completely devoid of fees, as well as a broad selection of out of network funds at a price. But for the majority of retail investors, Scottrade’s greatest appeal will likely be the large number of physical branch offices that the company maintains and operates. While most online broker investors will undoubtedly conduct the majority of their investment transactions via the Internet, Scottrade’s incredibly large network of branch offices nationwide is there when you need to tap into it. Check out my Scottrade review for my personal analysis of the popular discount broker’s pros and cons.

5) TradeMonster ($7.50 per trade): As a subsidiary of options trading brokerage firm, OptionMonster – TradeMonster is a relative newcomer to the discount brokerage scene. Despite its relative newish stature, the company’s reputation has already been rapidly lauded and reviewed by financial publications such as Barron’s, recently awarding the brokerage firm 4 stars for review categories such as trade experience, usability, research amenities, and portfolio analysis reports. Offering a pretty impressive online trading interface for its account customers, TradeMonster’s pricing structure is also quite competitive – at just $7.50 per trade up to 5,000 shares, and a mere $0.50 per options contract. For mutual funds, the company charges $15.00 per purchase and nothing for sales. Trade Monster also offers all of the usual investment products and possibilities, including stocks, options, ETF’s, mutual funds, bonds, traditional IRA’s, and Roth IRA’s. Although new, this low cost brokerage is worth a hard look.

6) E*Trade Financial ($9.99 per trade): E-Trade has been around since the advent of discount online brokerages. In the early days, the company was one of the first to offer an integrated all in one power trading and Etrade banking service for online investors, and one of the first to offer continuously streaming quotes and regularly updated news reports for its customers. Since then, the popular online broker’s services and features for account holders have only continued to expand. While ETrade is by no means the cheapest brokerage option in the market, the firm brings forth a tremendous amount of value. The company has won an impressive number of accolades over the years, including the very coveted number #1 ranking for the best overall online discount brokerage firm according to the 2009 SmartMoney best broker survey. In the editorial review, E-Trade received extremely high marks for almost all facets of the firm’s offerings, snagging extra praise for its top notch customer service, excellent banking features, and highly regarded research tools. If you want the very best in the way of financial research material and investment calculation tools, you really can’t go wrong with E-trade. In terms of fees and charges, Etrade’s offerings are decently competitive – charging just $9.99 per equity trade for those who make at least 30 trades a month or maintain $50,000 in account assets, and charging the standard rate of $12.99 per trade otherwise. Currently, ETrade is also offering a limited time bonus offer of 100 commission-free stock and option trades for new accounts.

As the economy steadily recovers from the devastating recession that has gripped the nation for months, stock market prices that were previously beaten down into the depths of generational lows are finally starting to rise again. With opportunities afoot, it’s perhaps time for those of us who have been cautiously hoarding cash on the sidelines to consider jumping back in again. Stock prices are extremely cheap right now, and tremendous long term gains are ripe for the taking. If you have been contemplating the prospect of getting back into the market again or perhaps getting started with investing for the very first time, now may be the time to consider opening up a new discount broker account. In the hopes of earning your business, a host of online brokerage firms are now offering consumers extraordinarily low prices for cheap stock trades – without scrimping much in the way of premium brokerage amenities and features.

One of the most highly touted low cost brokerages in the market today is Scottrade, a brokerage firm with which I have retained an investment account with for years now. While certainly the company’s website design and palette choices aren’t exactly the prettiest or most intuitive around, the firm’s online trading tools and statistical reporting features are more than sufficient to satisfy the discerning needs of most run of the mill investors.

Scottrade’s Best Features: Low Broker Commissions, Low Account Minimums, and No Hidden Maintenance Fees

Compared to all-in-one brokerage giants like E-Trade or Charles Schwab that offer one stop shopping for all of one’s banking and stock trading needs, Scottrade focuses exceptionally well on its primary niche – individual stock traders and mutual fund investors who want to enjoy the benefits of deeply discounted fees and rates without having to pay extra for the premium services they never use. Striking a decent balance between quality and value, Scottrade offers a fairly robust line of investment products, differentiated online trading platforms for different types of investors, and enhanced market research tools for those that desire exceptional control over portfolio performance – all without breaking the bank in the way of fees.

Scottrade’s trading fees are exceptionally low, even when compared to the rates touted by other online discount competitors – charging only a flat $7 fee for trades priced over $1. All equity and option trades, whether they be market or limit orders – are only a simple $7 per trade. This type of low and straight forward flat pricing not only should comfortably suit the needs of long term buy and hold investors, but also should greatly appeal to day traders and active investors who execute frequent buys and sells. Of course, do bear in mind that while $7 flat fee trades apply to all online Internet based transactions, if you choose to execute trades over the phone – it will cost $17 for phone based trades and $27 for broker assisted trades. Take my advice – regardless of which discount broker you ultimately decide to invest your money with, learn to make trades online – you’ll save a bundle over your lifetime.

Both advanced traders and entry level beginners to investing will greatly appreciate the low minimum balance requirements for new accounts. Currently, Scottrade only requires $500 minimum to open a new account. The online broker also imposes no inactivity charges and levies no hidden maintenance fees as well. Leave your investment account idle for as long as you wish – there is no charge. For the convenience and freedom of its brokerage customers, Scottrade also imposes no account closure or transfer fees. Investors looking for a simple brokerage option that offers straightforward cost competitive pricing without anything tricky will do well with a firm like Scottrade.

Scottrade’s Online Customer Support and Branch Offices Are Well Regarded and Highly Ranked

With over 400 local branch offices across the United States, a live Scottrade representative is definitely reachable when you need the prompt assistance of one. As someone who has called the Scottrade customer support phone line numerous times (800-619-7283) in the past, I’ve never encountered difficulty in obtaining assistance. It seems Scottrade strongly prides itself on its ability to deliver prompt personal attention to its customers. I recall when I first signed up for Scottrade online, within a few hours of registering for an investment account and even before I had set up my initial fund transfer, a Scottrade representative was already calling me up to introduce himself and ask if he could help me in any way or answer any questions I might have. From where I’m from, that’s called excellent customer support and the start of a good relationship.

But then, you don’t have to take my word for it. For many years now, the J.D. Power and Associates global marketing firm has consistently ranked Scottrade #1 overall in its Online Investor Satisfaction Survey – giving it the number one award for the “Highest In Investor Satisfaction With Self Directed Services” from 2001 through 2008. In another highly touted editorial review of the best discount brokers online, the SmartMoney best broker survey for 2009 awarded Scottrade 4 stars for its impressive array of investment products, online trading tools, and highly commendable customer service. Similar praise and reputational accolades have also been bestowed by Kiplinger’s Finance and Barron’s as well.

In terms of the firm’s own employee satisfaction ratings, Scottrade has consistently been ranked by publications like Fortune Magazine and ComputerWorld as one of the best places to work at. While not totally pertinent to investor satisfaction, perhaps it’s contagiously true – happy employees beget happy customers.

Scottrade Investment Account Features and Online Trading Tools

Like most online broker firms, Scottrade offers the usual array of investment products – such as stocks, options, mutual funds, IRA’s, exchange traded funds (ETF’s), Coverdell education accounts, bonds, CD’s, U.S. Treasuries, and various fixed rate annuities. While Scottrade’s online trading tools are pretty basic without much in the way of heavy hitting premium research material, they’re more than adequate for most investors and traders.

In terms of Scottrade’s online tools, the firm offers several options depending on how you wish to trade and how much investment control you desire. The vast majority of people will find the basic Scottrade website’s research and trading tools more than sufficient for their investment needs. More experienced traders will likely gravitate towards the ScottradeELITE advanced trading platform, which is equipped with fancier tools like enhanced news tickers, higher performance stock scanners, improved graphical chart functions, and access to Level II quotes that help active investors react more quickly to market opportunities that present themselves. New entrants to option trading will find the Scottrade OptionsFirst platform quite easy and intuitive to get a hang of. Those of you equipped with iPhones and various smart phones who wish to perform stock research and stock trades on the fly may find the Scottrade Mobile platform quite useful.

My complaints regarding Scottrade are few as the company’s pricing and customer service features make up for what shortfalls the firm has. But if I had to nitpick, my only dissatisfaction with Scottrade centers around the brokerage’s lack of an automatic dividend reinvestment function and the firm’s comparatively lackluster rates of return on un-invested sweep account cash balances.

I also wish the discount broker offered a more integrated and obvious way to engage in Scottrade ACH transfers for deposits and withdrawals. Presently, the firm offers MoneyDirect as a way to make one way electronic deposits via a bank account into a Scottrade brokerage account. However, account withdrawals require the submission of a request for a paper check of the balance desired. There is presently no similarly easy way for all participating Scottrade customers to withdraw such deposited funds online and on demand. The only current workaround is to qualify for check writing privileges by developing a brokerage balance of at least $5,0000. Only with check writing privileges enabled can one gain access to a checking account number and routing number that can be ACH linked to other banking institutions for easy electronic transfers. But despite the above mentioned gripes with Scottrade, none of these issues are significant enough to overshadow its pluses and discourage me from recommending Scottrade as a top online broker.

Review of SmartMoney Magazine’s Top Discount Brokerages Below

While I have written about the best online discount brokers in the past – reviewing what I believe to be the top brokerage companies out there for new stock and fund investors – it’s always good to check out what the financial experts have to say on the subject. For almost two decades now, the editors at SmartMoney Magazine have been reviewing and releasing their annual list of the best stock brokerage companies, thoroughly researching and comparing the candidates based on a variety of key competitive factors. For customers and broker firms alike, their award wining list is always a popular read.

In this year’s 17th annual broker survey, SmartMoney updated its ranked list of the best and worst brokers after conducting a variety of performance based tests and undercover research as well as reviewing the responses to surveys by the online brokerages themselves. As the folks at Smart Money remarked in this year’s review – “no detail was too small” – as they poked and prodded the various available trading tools and features, even going so far as to go incognito – calling customer support lines and posing as prospective brokerage customers, while jotting down comments in regards to the quality of the phone service they received. For new and seasoned investors, this list serves as an excellent jumping off point for those on the fence and not sure which investment broker to go with or to switch to. While the exact sequencing order of the rankings is always debatable, the list gives a great overview of who’s hot and who’s not in terms of touting the complete package in all facets. The table below is self explanatory, but I’ll comment on a few names that I feel merit some mentioning.

E-Trade Is Selected As the Best Overall Online Broker

To absolutely no one’s surprise (certainly not mine), E-trade was chosen as the top discount broker for year 2009 by SmartMoney. Ranked high in every category, with excellent customer service and an affordably low $9.99 commission structure to boot, the E-Trade brokerage company definitely deserves the top spot. One of the best features of E-Trade is its status as a true one-stop shopping destination for brokerage and online banking services. Along with its highly rated broker conveniences and extremely broad portfolio of mutual funds, stocks, bonds, and ETF’s to choose from, ETrade also offers a wide array of FDIC insured products with its highly recommended E-trade banking service, complete with high interest savings accounts and high yield certificates of deposit.

Special Offer: ETrade is currently offering 100 free trades for new customers.

TradeKing Remains A Solid and Legit Top Tier Brokerage

Despite dropping one spot down from its previous 2008 Smart Money ranking, TradeKing remains a consistently solid high performer. Compared to E-trade, Fidelity, and Charles Schwab – TradeKing offers the lowest commission fee rate by far at only $4.95 per trade. Only Just2Trade, SogoTrade, and Zecco Trading (with its free monthly stock trade deal) offer lower prices, albeit with much lower reputational scores. They only major downside with TradeKing is its lack of a fully developed and integrated online banking system for those who want their banking and brokerages services in one place. But those who simply want a deep discount broker that features a wide selection of extremely user-intuitive trading tools with an impeccable customer service reputation can’t go wrong with Trade King.

Results Of Smart Money’s 2009 Broker Survey (Rated On A Scale Of 5 Stars)

Compared to the previous year’s 2008 Smart Money rankings, this year’s 2009 broker survey featured top five results that stayed pretty much the same, albeit with a slight shuffling of the deck. In 2008, the top five in ranked order were E-Trade, Fidelity Investments, TradeKing, TD Ameritrade, and Charles Schwab. This year, Charles Schwab, with its new and improved website, hopped up from 5th place to beat out TradeKing and Ameritrade for the coveted 3rd place finish. Etrade and Fidelity, with their robust and huge mix of product offerings and funds remain solidly in 1st and 2nd place respectively. As the table above clearly demonstrates, with the top 5 brokers securely entrenched, the up and coming basement-dwelling brokerages still have quite a ways to go.

OptionsXpress – Excellent Online Tools, But Only Average Customer Service

As the Smart Money review noted, OptionsXpress rated well and received high marks for its online trading tools. However, the online brokerage retailer was docked points for providing only limited hours for phone based customer support. The editors also remarked of at least one instance where testers were put on hold for a longer than desired period of time when they called in for assistance. While OptionsExpress offers a large array of powerful investment analyzers and online technologies for stocks, futures, mutual funds, and bond trades that cater to savvy statistic-loving investors, its customer service offerings can still use some work

ShareBuilder (ING Direct) – Great Bank, But Brokerage Needs Improvement

Previously stuck at the bottom of the pile, ING Direct’s ShareBuilder discount brokerage firm has jumped up three spots after finally adding a large selection of mutual funds into its investment product lineup. However, its requirement of extra fees for access to premium research that other broker alternatives offer for free keeps it from advancing further in terms of ranking. Currently, one of ShareBuilder’s biggest selling points is its unique automatic investment feature, which allows online customers to buy stocks, mutual funds, and exchange traded funds (ETFs) on a regular basis so they can take advantage of dollar cost averaging as stock prices change and fluctuate over time. For now at least, ShareBuilder seems content in its marketing approach of appealing primarily to hands-off type investors looking for a low cost, almost automated brokerage solution without all of the added cost of having extra bells and whistles attached.

Zecco Trading – Free Trades Cater Only To Individual Stock and ETF Traders

Smack near the back of the bus is Zecco. You might won’t find Zecco at the top of any best brokerage list. In fact, the company is almost dead last on the list due to its lack of sophisticated fund selections or premium research material for investors – despite its unique reputation as a super deep discount commission fee provider. For now, the company seems all too comfortable nestled in its niche as a purveyor of free commission trades to those who who primarily dabble in individual stocks and ETF’s with little need for extraneous research material. While Zecco used to shine and dominate the deep discount brokerage market with its unlimited free stock trades, this deal now requires a minimum $25,000 balance to qualify for – and only for a recurring 10 free trades per month. Customer service has improved with faster response time, but I don’t think Zecco is going to be leapfrogging E-Trade, Fidelity, Charles Schwab, or TradeKing anytime soon.

Special Promo Offer: 10 Free Stock Trades Every Month With Zecco.com

I decided to open a Zecco.com free trading account a few years ago back – at a time when the deep discount brokerage was still offering free online trades with no catches and no account minimums. Since then, the company has undergone numerous changes and developments of its free trading policy, not to mention weathered quite a bit of critical commentary and press regarding its underlying free trade business model. I think it’s time I conducted a Zecco broker review and evaluated my Zecco trading experience as it currently stands. While I still use Zecco Trading and recommend it as a top online broker for individual stocks and exchange traded funds (ETF) to this day, due to some notable drawbacks, I have not yet made it my primary all in one broker account. But due to the attention that Zecco continues to receive among personal finance blog readers and new entrants to stock market investing, the low cost brokerage provider is worth a close review.

In case you were wondering, Zecco.com’s rather unusual name is actually derived from the phrase – “Zero Commission Cost”. The company is a low cost online brokerage that burst onto the discount broker scene several years ago vowing to change the brokerage landscape forever, while touting its unique offer of free monthly stock trades with no hidden catches or gimmicks. To this day, the Zecco Trading firm still does indeed offer zero-cost and commission free trades on stocks and ETF’s for both market and limit orders, albeit now with account minimum requirements. But at its heyday and for quite some time, Zecco seemed to show up on the radars of every financial website and finance blogger’s list of the best online stock brokers.

When it comes to low cost trading, it’s frankly hard to do any better than an offer involving free stock trades. With aggressive marketing and promotion of its free monthly trades, Zecco has always greatly appealed to low cost seekers and active traders looking for the ultimate way to cheaply trade and invest in the stock market. But as a victim of its own success and popularity, the early years saw performance of Zecco’s online trading platform greatly plagued by slowdowns and loading issues due to surging online customer demands and the technological limitations of its trading platform. Presently, the company is reportedly working to revamp its online investment website, improve its much to desired customer service, and retool its business model to comport better with the realities of today’s market. Since its initial web 1.0 beginnings, Zecco has made many  improvements and innovative enhancements, such as adding an online Zecco trading community for like minded investors to share investment tips and swap portfolio building advice, as well as greatly adding to its exclusive online library of educational materials. Much publicity (both good and bad) continues to surround Zecco’s dubious decision to utilize and promote its collection of financial educational videos with the hosting assistance of the company’s rather attractive and seductively alluring band of Zecco Sirens. While Zecco has probably not improved its credibility among serious investors with its use of extremely attractive girls to host its Zecco marketing material, this obviously gimmicky approach probably has helped them earn more than a few new customers (translation: sex sells).

Free Online Stock Trades and Low Commissions With Zecco.com

Despite any of its possible shortcomings, Zecco stands as the king of the low cost brokerages with its unique offer of free monthly trading privileges for those who satisfy certain account minimum requirements. Previously in the recent past, Zecco account holders received 10 free trades per month if they maintained a minimum balance of $2,500. Do to the difficult economy and realities of financial circumstance, free Zecco trades are now limited to account holders who maintain at least a minimum balance of $25,000 in their trading accounts, or make at least 25 online broker trades per month. For savvy savers, it’s worth to note that even after the allotment of free trades are exceeded, stock trades are still only a mere $4.50 per trade. Even if one failed to meet the $25,000 minimum to qualify for free monthly trades, Zecco is still one of the deepest discounters around in terms of cost per trade. Option trades with Zecco are also priced very low – currently just $4.50 per trade and $0.50 per contract. Mutual fund trades are tabbed at $10.00 each.

Those who don’t trade frequently will be pleased to know that with ordinary individual accounts, there are no account minimums or hidden inactivity fees to contend with. While, there is a $30 annual fee for retirement accounts like Roth IRA’s and traditional IRA’s, one ought to evaluate this cost in light of the greater potential savings one will receive from the free monthly stock trading privileges. For such a low cost and cheap pricing structure, Zecco Trading packs a pretty competitive package with its arsenal of respectable trading tools, investment research materials, and large social media community of like minded users and investors. But as with all seemingly great offers, one has to wonder – what’s the catch with Zecco.com? If Zecco’s free stock trades are so great, why isn’t everyone and their uncle kicking down doors to become a Zecco customer?

According to Zecco sources and based on my personal observation, the catch with the free monthly Zecco trade offer is simply that the account customer must either maintain a minimum balance of $25,000 in their account or trade at least 25 times every month to continuously qualify. Furthermore, the free trading offer only nets you a total of 10 free trades per month. It’s not like you are reaping a huge windfall of unlimited stock trades. With ordinary Zecco equity trades priced at a low $4.50 per trade to begin with, the monthly cost savings associated with the free trading promotion isn’t exactly substantial or exceedingly astounding. However, for ordinary consumers looking for a way to invest on the cheap, every little savings helps in the long run. Zecco’s automatic free trade offer is genuine and real – you just have to be aware that qualification requires you to meet certain conditions every month.

The other possible catch or limitation with Zecco involves its recent struggles with customer service response. Due to the crushing weight of its own success, the broker has been working feverishly to improve its customer service reputation and overcome the growing pains of keeping up with heavy demand for its free trades. Along with customer service issues, Zecco also has limitation issues in regards to advanced trading tools and premium research access – features that full service and bigger online trading sites offer, but Zecco does not. But as always in life, you get what you pay for. Those who don’t mind paying a bit more for the peace of mind that established customer service brings may want to look into other popular discount brokerage alternatives like TradeKing, a consistent winner of numerous online accolades for its outstanding customer service year in and year out (read my TradeKing review to learn more). At  just $4.95 per trade for TradeKing compared to Zecco’s $4.50 per trade, both are actually quite comparable in terms of price.

Is Zecco.com A Scam, Or Is It A Legitimate Online Broker?

What started out as an extremely liberal free stock trading offer by Zecco has morphed a bit over the years. Originally, the company built its brokerage firm on the premise that it could sustain its free stock trading model off of the interest rates and margins that it earned from customer accounts. But with interest rates at historical lows due to the recession and American brokerage customers trading less and less these days due to lingering market uncertainty, Zecco has had to alter the terms of its basic marketing pitch to meet the demands of reality. However, though qualification minimums for the free stock trading offer have been increased, Zecco has staunchly stuck by its cornerstone free stock trading feature, raising the collective eyebrows of many who perpetually wonder how the company continues to offer free trades for customers and still manage to make money and stay viable. As such, Zecco.com’s practice continues to raise little red flags among the skeptics. But supporters simply note that the company is still in its growth phase and sustains itself through regular injections of stable venture capital funding, which has continued to be forthcoming. For the foreseeable future at least, it seems Zecco is relatively stable and has settled into a marketing niche of sorts (although I suspect further tweaks in its promotional terms and conditions in the coming years).

Those wondering if their money is safe with Zecco will be pleased to know that Zecco is indeed a registered member of the Financial Industry Regulatory Authority (FINRA), the largest independent regulator for all securities firms doing business in the United States. It’s also a card carrying member of the Securities Investor Protection Corporation (SIPC), which insures and protects brokerage account customers and securities investors from financial harm in the event of a catastrophic broker dealer failure. The SIPC is the brokerage account equivalent of FDIC insurance, which protects bank based deposits. While investors are not insured for potential loss due to ordinary price fluctuations in the stock market, Zecco.com’s status as a bona-fide SIPC member protects account holders from loss in the event Zecco goes bankrupt or goes out of business. In the event Zecco Trading fails, the SIPC provides insurance coverage up to a maximum of $500,000 of the customer’s net equity balance, including up to $100,000 in cash. Excess SIPC insurance coverage of Zecco customer investment assets is also additionally provided through the Lloyds of London insurance company. Thus, the answer to the question of whether Zecco.com is a scam – is no. Your portfolio money is safe with Zecco.

Zecco Trading/Research Tools and Customer Service Review

The first thing you’ll notice with Zecco.com’s online trading interface is that the company is absolutely in love with the color pink – bright neon pink in particular. Despite this very questionable color palette choice on the surface, internally, Zecco offers a pretty robust trading platform with all of the basic investment bells and whistles you’d expect from your run of the mill discount broker. Overall, the Zecco Trading interface is pretty straight forward and fairly intuitive to use. Equity trades are made under the Trading Center tab where customers access their Account Overview and investment options, as well as receive their real time quotes and trades on market price, opening price, highs and lows, volumes, and price changes.

In terms of investment options, Zecco gives investors the opportunity to purchase individual stocks, ETF’s, index funds, mutual funds, and options, for both limit and market orders. At this time, Zecco does not offer access to Treasuries, bonds, or CD deposits. Individual retirement accounts like Roth IRA’s and traditional IRA’s are available to Zecco customers (although note the $30 annual fee to manage IRA’s). Zecco does offer dividend reinvestment but currently only permits whole share purchases – leftover dividend payments unable to purchase a whole share are deposited into your account as cash. Idle cash for Zecco accounts can be swept into a money market sweep account for higher interest rate yields, however customers need to affirmatively request this feature to enable it.

Unlike a few of the other deep discount brokerages in the market today, Zecco also offers a currency trading feature via its Zecco Forex trading platform. This is a nice bonus trading perk for those seeking a consolidated one stop shopping source for their diversified trading needs.

In terms of investment research, stock trading analysis, and financial education, Zecco provides users free online access to most of the basic investment research sources that you’d expect from low cost brokers. There are a variety of premium tools available, but many of the premium research and online analysis tools are only available via extra monthly or annual fee subscriptions. My recommendation is to utilize Zecco for trading purposes only due to its extremely low cost perks for individual stock and ETF trades. However, get your stock and fund research elsewhere. Zecco’s educational videos for beginners are amusingly worth looking into however. If not just to admire or gawk at the rather gratuitous Zecco ladies that host the Zecco video shows, they are somewhat educational and informative, particularly for newbies to the world of investing. If the Zecco Sirens don’t answer your introductory investment questions, you may want to visit the ZeccoShare Community online forum  for answers or some socially assisted enlightenment. There is wide berth of information and active stock market discussions going on in the ZeccoShare Community forums, groups, and blogs. Surprisingly, I found the ZeccoShare forums to be remarkably free of pumpers and dumpers – spammers trying to spread misinformation to affect stock price movements. The same can’t be said for other popular stock market forums like Google or Yahoo Finance’s message boards.

Zecco’s weak point centers around its somewhat infamous customer service reputation. Most of the online complaints and negative reviews you’ll read about focus on the broker company’s customer service reputation. Due to its rapid explosion in growth, the company has not devoted sufficient resources to improving its customer service, although I will concede, it is gradually improving. During my years as a Zecco customer, I have only had a handful of customer service interactions with Zecco and during those times, I’ve never really encountered any substantial problems worth remarking on. However, I’m sure there are plenty of Zecco customers with strong viewpoints willing to share their thoughts (both positive and negative). Zecco offers e-mail informational support and telephone customer support through its toll free line at (877) 700-7862. The company is currently pushing out a new live chat support feature but the online tool seems to be still in the troubleshooting phase at the time of this writing.

Zecco’s New Online Broker Account Opening Process

As is the case with most online brokerages these days, the Zecco new account opening process is remarkably quick and efficient. The Zecco online application for new trading accounts is pretty straightforward and easy to follow. Be prepared to enter all of your personal information, including notations about your employment details, stock trading experience, and investment goals. These details are all pretty standard fare with brokerage account registrations nowadays.

In terms of new account funding, you can start up your Zecco Trading account with a check, money transfer, or via a recommended ACH transaction through your existing bank account. Those that want to fund their new Zecco account via an electronic ACH transfer from their bank account will need to undergo the customary two small deposits verification test. The deposit verification process ensures proper ownership of the transferring bank account and greatly expedites future ACH fund transfers from the same account. The bank account link up process takes 2-3 days, but it’s worth it.

Overall, Zecco is a pretty competitively priced discount broker ideal for individual stock and ETF traders and investors. Even without its offer of free stock trades, Zecco remains one of the cheapest deep discount online stock brokerages out there today. Although frankly, if you are willing to pay a tad more in the way of commissions and fees for a more advanced and highly rated platform, I’d recommend either TradeKing or ING Share Builder (remember to take advantage of ShareBuilder promo codes for new account bonuses). But if low cost trading is your game and you seek an online community to bounce stock ideas off of, discount broker Zecco is worth a look.