eTrade 2013 Annual Report Download - page 5

• MaximizevalueofdepositsthroughtheCompany’sbank.
Our brokerage business generates a significant amount of deposits, which we monetize through
the bank by investing primarily in low-risk, agency mortgage-backed securities.
Strengthen Overall Financial and Franchise Position
• Managedownlegacyinvestmentsandmitigatecreditlosses.
We continue to manage down the size and risks associated with our legacy loan portfolio, while
mitigating credit losses where possible.
• Executeonourcapitalplan.
The core components of our capital plan include bolstering our capital levels through earnings
and de-risking and building out best-in-class enterprise risk management capabilities. A key goal
of this plan is to distribute capital from the bank to the parent.
Technology
Our success and ability to execute on our strategy is largely dependent upon the continued development
of our technologies. We believe our focus on being a technological leader in the financial services
industry enhances our competitive position. This focus allows us to deploy a secure, scalable, and
reliable technology and back office platform that promotes innovative product development and
delivery. We continued to invest in these critical platforms in 2013, leveraging the latest technologies
to drive significant efficiencies as well as enhancing our service and operational support capabilities.
Our sophisticated and proprietary technology platform also enabled us to deliver many upgrades to
our retirement, investing and savings customer products and tools across all digital channels.
Products and Services
We offer a comprehensive suite of financial products and services to individual retail investors.
The most significant of these products and services are described below:
Trading, Margin Lending and Cash Management
• access to our best-in-class customer website, etrade.com, including E*TRADE 360, a fully
customizable account page;
• automated order placement and execution of U.S. equities, futures, options, exchange-traded
funds, forex and bond orders;
• access to E*TRADE Mobile, which allows customers to securely trade, monitor real-time
investment, market and account information, access educational videos and other content, pay
bills and transfer funds between accounts via iPhone ® , iPad ® , Android™ phones and tablets,
• Windows® Phone or Kindle Fire;
• use of E*TRADE Pro, our desktop trading software for qualified active traders, which provides
customers with customizable trading technology, continuous market visibility, news and
information, plus live streaming news via CNBC TV;
• margin accounts allowing customers to borrow against their securities, complete with margin
analysis tools to help customers manage their account and risk;
Corporate Report 2013