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April 3, 2005

E*Trade introduces new online financial program

New York City-based E*Trade Financial has launched a new, integrated online financial platform designed to allow customers to optimize their financial portfolio by maximizing their use of cash and credit and long-term investments.

By CBR Staff Writer

According to the company, the E*Trade Complete service helps consumers gain financial intelligence by offering integrated investing, trading, banking and borrowing features. These include a complete view of customer relations, a Cash Optimizer that enables customers to calculate the earning potential of their uninvested cash, a two-factor authentication security program and cash management tools.

The technology also offers Smart Alerts that issue information on account activity, communicated via email and the company’s web site.

Most consumers are not optimized when it comes to how they manage their money, invest their cash, and use credit, said R. Lilien, president, E*Trade Financial. The reason is that most consumers either don’t know they could be doing a lot better or they don’t feel they have the time to do better. E*Trade Complete takes care of both – it educates those who don’t know and it makes it easy and efficient for those who don’t have the time.

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