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Default Merrill Lynch: a popular option for trade? - 01-22-2010, 08:24 PM

When entering into a tie-up with a brokerage to trade options available must be considered in depth to get in touch with the diversity on offer. Consider the prominent firm Merrill Lynch, founded in 1914 by Charles Merrill and Edmund Lynch. Charles Merrill was the son of a doctor and Edmund Lynch was selling soda equipment at the time the two met. Their focus was to make trading pliable to everyone by ‘bringing Wall Street to the Main Street.’

To become successful they cut the brokerage prices by a certain amount. In 1960, it opened its first office in London and in 1961 the first US brokerage in Tokyo. The ‘Merrill Lynch is bullish on America’ commercial was launched in 1977. In 1999, the company announced that it was going to establish a full online trading service due to the rapid growth in online dealings and the technological revolution that has changed the face of how shares are bought and sold.

The following factors have made Merrill Lynch popular:

• It was client-oriented
• It respected each and every individual, no matter the then market situation or the status of the person
• Its aimed at teamwork to create integrated services
• It strove to keep its reputation

However, its drawbacks include,

• Its clients/customers will be able to trade without limits only for a minimum annual fee of $ 1500
• Additional account charges will be at the rate of $29.95 per trade for equities

The company’s market capitalization was about 45,192.56 million dollars. The competitors of Merrill Lynch have incorporated better options and menus in the trading platforms offered to their customers. Also, some of the new comers charge no commission for trade involving small sums of money.

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