Online brokerage has grown by appealing to the smallest, most aggressive, self-directed segments. There just aren't any of these people left.

197

This is not a battle worth fighting.

187

The holy grail of online [brokerage] advertising is to get normal people to do this.

153

Firms need to change what they're offering. Schwab is doing an excellent job of this, with the little classes they're running for folks -- this is what a P/E ratio is, this is what a limit order is.

137