eTrade 2013 Annual Report Download - page 4

Company Overview
E*TRADE Financial Corporation is a financial services company that provides brokerage and related
products and services primarily to individual retail investors under the brand “E*TRADE Financial.” Our
primary focus is to profitably grow our retail brokerage business. We also provide investor-focused
banking products, primarily sweep deposits and savings products, to retail investors. Our competitive
strategy is to attract and retain customers by emphasizing value beyond price, ease of use and innovation,
with delivery of our products and services primarily through digital and technology-intensive channels.
We provide services to customers in the U.S. through mobile applications and our website at www.
etrade.com. We also provide services through our network of customer service representatives and
financial consultants, over the phone or in person through our 30 E*TRADE branches. Information on
our website is not a part of this report.
Strategy
Our business strategy is centered on two core objectives: accelerating the growth of our core brokerage
business to improve market share, and strengthening our overall financial and franchise position.
Accelerate Growth of Core Brokerage Business
• Enhancedigitalandofflinecustomerexperience.
We are focused on maintaining our competitive position in trading, margin lending and cash
management, while expanding our customer share of wallet in retirement, investing and savings.
Through these offerings, we aim to continue acquiring new customers while deepening engagement
with both new and existing ones.
• Capitalizeonvalueofcorporateservicesbusiness.
This includes leveraging our industry-leading position to improve client acquisition, and bolstering
awareness among plan participants of our full suite of offerings. This channel is a strategically
important driver of brokerage account growth for us.
Corporate Report 2013