Online Trades: How Low Can They Go?
By Yuval Rosenberg

(FORTUNE Magazine) – If you haven't shopped for an online broker lately, you may not have noticed that fierce competition has driven stock-trading commissions to surprisingly cheap levels. Upstarts such as Just2Trade, SogoInvest.com, and TradeKing.com now boast commissions ranging from $2.50 to $4.95. Financial giants Wells Fargo and Bank of America have gone even further, offering a large number of free trades to customers with minimum balances of $25,000. The lowest of the low, though, may well be upstart Zecco.com. Launched last October, Zecco gives up to 40 free stock trades a month to customers with a minimum investment balance of just $2,500. Zecco says it will make money from interest income and margin spreads, as well as by charging a low fee for options trades. Zecco also hopes to attract advertisers to its financial portal site.

As prices go, you can't beat free--but trading costs are far from the only consideration when choosing a broker. Speedy and accurate trade execution, research tools, margin-lending policies, and solid customer service can outweigh the value of cheap trades. And getting a better interest rate on uninvested cash can more than make up for any commission savings. (Many default sweep accounts yield 1% or less, though much higher-yielding money market accounts are usually available.) What's more, if free commissions tempt you to trade more often, your returns could suffer. Zecco.com, for example, bills itself not just as a brokerage but as a financial community, and its site features a number of bloggers and discussion forums. One bad trade based on a hot tip from a blog post could more than wipe out any benefit of those appealing commissions. Just remember: Even a free trade can turn out to be expensive.

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.