But the methodology is suspect. If you fit that profile, maybe National Discount Broker is right for you. Investors have a wide range of needs and interests. And while existing broker ratings may attract readers and advertisers, they don't meet investors' needs. Here's what I think would define an authoritative source of information on brokers.
Most surveys focus on online discount brokers, but the industry is rapidly changing.
Future rankings should review both the cyberbrokers and their full-service rivals. They should look more closely at the quality and pricing of broker advice, as well as the availability of additional financial management services, such as banking, checkwriting, and financial planning. Ratings methodology needs to be far more rigorous. Comparisons of specific Web-site features, such as that done by Gomez, are too short on information to provide much useful guidance for investors. A good rating system would include large consumer telephone surveys to more accurately identify firms used by investors with different needs and interests.