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order entry system - not Email
Power, Speed and Reliability
Low Bandwidth Requirements
Advanced Order Entry
Superior Support and Service
ONLINE PRODUCT TOUR
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order entry system - not
Email
It is important to understand that when investors
trade stocks through traditional online brokerages, they
are not trading in real time - they are trading by email.
The order entry systems of online brokerages are often nothing
more than slow conduits for the transmission of traditional
email messages which send your orders to a third-party market
making desk. These online brokerages make millions a year
by selling your orders to these third parties - and you
are the one who pays for this service. When your orders
are sold to these third parties you often end up paying
more for your shares as they are seldom executed at the
best price available. This practice ends up costing you
far more than the advertised low transaction fee. In addition,
since your orders are often delayed by several minutes it
can cost you even more in lost opportunity costs.
New York Times - June 6, 2000 - "Good
execution is crucial to improving investors' profits.
But because the way a firm handles a trade is not as apparent
as the $8 commission it charges, few investors understand
how important execution is or how they can be victimized"
As an investor, you have to ask yourself, "Is this how
I want to trade?"
order entry system trading represents the next generation of
online trading. Direct routing allows for almost instantaneous
trade execution and confirmation. With order entry system you
are able to place orders within the spread. This allows
you the opportunity to buy on the bid and sell on the offer.
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