Online trading started in 1987, but it wasn’t until the mid-1990s that the Internet emerged as a popular tool for investors to gather information, research companies, and trade stocks. Merrill Lynch ignored this trend toward online trading until new competitors, such as Ameritrade and E-Trade, emerged and were eating away at their client base with free research, access to up-to-the-minute trading information, and a price advantage—a small fraction of the Merrill Lynch price. To deal with this online move of their customer base, Merrill Lynch created a financial portal—a one-stop shop for investing, shopping, information, and even auctions.
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