After TD AMERITRADE’s January 2009 announcement of its acquisition of thinkorswim.com, look for further consolidation in the online brokerage industry in the next year or two. Large players will also look to maintain their dominance by adding technological advancements, intelligent tools, investment offerings, investor segments, educational features, robust data, research and media, and social networking and communications to their businesses.

Websites based on investor segmentation enable investors’ easy use of products and services targeting to user needs, skill level, and investment strategy (e.g., females, households with children or large households, versus single males, etc.). Signification such as ski trail markers can provide visual cues for online investors—green circles for beginners; blue squares for intermediates; black diamonds for experts; and double diamond for the pros.

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