Investors need a better way to find an online broker. With millions of investors trading online, there's a bull market for reliable data on online brokers.
Brokers rely heavily on published rankings in their advertising.
Someone is missing a big opportunity. Comparison-shop for merchandise on the Web, and a shopping bot such as MySimon will quickly compare prices at numerous online merchants. But comparison-shop for brokers, and you wind up with conflicting and confusing advice. Forrester Research says Schwab is the best. The problem is that the methodologies used for each of these ratings services are vastly different.