US Financial Services Analysis
The Surviscor inaugural US based study was the US Online Brokerage Review. The review was primarily based upon its proprietary, in-depth, scorCard™ methodology which is used in its semi-annual Canadian Online Discount Brokerage reviews. The main focus in the US review was to determine the major design, service and product differences that exist between Canadian and US Online brokerage firms while using the main scorCard™ categories as guidelines.
The review was broken down into six main categories:
- Getting Started - Public Site Design (includes the Account Opening Process)
- Website Usability and Design
- Account Services
- Market Intelligence
- Website Transactions
- Online Resources
The US Online Brokerage industry has long been considered the innovator in worldwide online services based on the innovations formulated in the United States by online brokerage pioneers such as Ameritrade and Datek Online. Fifteen years later, the industry continues to expand.
The primary difference in the inaugural review is the subjective nature of the analysis conducted through a direct examination of both the public and secure websites of 5 traditional leading US online brokerage firms. Each of the firms was ranked by category based on the experience of using the site as a client. The firms reviewed were:
- Charles Schwab
- TD Ameritrade
Each firm was then assigned a value from 1 to 5 points, with 5 being the highest rank per individual category, which expanded and accumulated into a final overall score. No weightings have been assigned at this point in time. In addition to the secure site reviews of the stated firms, Surviscor also analyzed other online brokerage firmsâ€™ public websites to examine any product or services differentiations that may exist within the US industry and identifying which â€œbest practicesâ€ could be useful in either expanding or improving existing Canadian online brokerage solutions.
The US analysis was conducted between November 2013 and March 2014. E*TRADE was the inaugural winner.
For more information and to obtain a Service and Price Guide, please contact Surviscor at firstname.lastname@example.org