eTrade 2013 Annual Report Download - page 3

Given the substantial and demonstrable progress made in 2013, we have begun to intensify the
focus on our core business. The sale of the market making unit — non-integral to core retail efforts
— was an important step that underscores Management’s belief in the value of more acute focus
on our business. In addition, the performance of our core business and an improved economic
environment have catalyzed the confidence to purposefully invest in the franchise, in particular:
talent, infrastructure, and customer-facing technology.
The most visible investment in talent involved improving our Company’s leadership team. On arriving
here in early 2013, I found a set of colleagues that were very much in need of renewed leadership
as well as a clearer articulation of our purpose and customer focus across the entire organization. In
order to ensure the business receives the level of attention and leadership it deserves, we installed a
highly experienced senior management team, bringing fresh ideas and a more rigorous operating
mindset to the organization. In addition to the changes at the executive level, we made several key
additions to the business, supplementing the existing team with outside talent. With the good fortune
of tremendous depth of talent here at E*TRADE, I am confident in our current position for success.
Our customers expect E*TRADE to run a secure, highly available, and responsive set of platforms,
including Web, mobile, and E*TRADE Pro. Clearly understanding this, we have upped our foundational
investments in areas such as data centers, networks, and related security.
Our third area for focused investment is one where E*TRADE has a distinguished heritage: useful and
innovative technology for the retail investor. Recently E*TRADE won several awards for its technology,
including earning a No. 1 best-in-class rating for its mobile applications from Stockbrokers.com’s
online broker review and a “Trailblazer” distinction for E*TRADE’s Mobile iPad application from
DALBAR Mobile insight: Innovations in the World of Apps second semester 2013 report. We intend
to continue improving our customer offerings, and I look forward to what is on the launch pad for
2014.
In summary, I’m proud of our accomplishments in 2013 and particularly pleased with all we’ve done
to move the franchise forward in the right way. Today the Company is in a better position than it has
been in years, from both customer and shareholder perspectives, due in no small part to the hard
work of a great group of colleagues, and the trust and engagement of a well-informed base of customers.
E*TRADE is an exciting Company with significant opportunities in its sights, and I am delighted to have
the privilege to shepherd us through the next phase of our evolution in 2014 and beyond.
With Regards,
Paul T. Idzik
Corporate Report 2013