Ameritrade Base Case

By John McCormick  |  Posted 2003-11-01 Print this article Print

The online brokerage had to buy rival Datek in order to survive. But growth can kill, too, unless you merge systems carefully.

Ameritrade Base Case

Headquarters: 4211 S. 102nd St., Omaha, NE 68127

Phone: (800) 237-8692

Business: Online financial-services company

Chief Information Officer: Asiff Hirji

Financials: Revenue, $713 million; net income, $137 million; net profit margin, 19% of revenue. Figures are for fiscal year ended Sept. 26, 2003.

Challenge: Improve stock-trading features and functions while incorporating the operations of an acqusition, Datek, into its own systems.

Baseline Goals:

  • Cut $173 million in annual costs, about half of which could come from integrating Datek.
  • Support 450,000 trades per day. Average number of trades per day in fourth quarter ended Sept. 26, 2003, was 158,000.
  • Retain more than 90% of customers from both Ameritrade and Datek.

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