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E*Trade bids goodbye to its iconic baby

21
Mar
2014

By Jed Horowitz NEW YORK (Reuters) – Digital discount broker E*Trade Financial Corp on Thursday bid farewell to the precocious baby who starred in the television commercials advertising its trading platform for the last seven years. Nandra described the firm as a digital hybrid that works across many platforms, including those that rely on customer service representatives and live advisers for clients who want the human touch. E*Trade is no longer trying to be all things to all people, he said, but it is also going well beyond its old image as a firm whose major appeal is discounted stock trading commissions.

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