eTrade 2015 Annual Report Download - page 8

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Technology
Delivering a compelling digital experience to our customers is a core pillar of our business
strategy. We believe our focus on being a digital leader in the financial services industry is
a competitive advantage. Following significant investments to strengthen our foundations
in 2013 and 2014, we made a number of meaningful enhancements to our digital
storefront and core platforms in 2015 that provide our customers an engaging, more
intuitive experience.
SIGNIFICANT UPDATES IN 2015 INCLUDE:
• new features for our website including a new welcome page for prospective
customers, an updated account overview page, a new retirement center and a new
tax center;
• new features for our leading mobile applications including conditional orders, multi-
leg options orders, mutual fund trading, and several new technologies available via
Apple® products including our Apple Watch® app; and
• upgrades to E*TRADE Pro, including a new options analyzer tool, new margin
analyzer tool, and a new user orientation module with customized predefined layouts.