Fredric J. Tomczyk
Analyst · ISI Group
Well, a couple of comments, I mean, the last 3 years, we've worked hard to, sort of, overhaul the whole program around Amerivest, Advisor Direct and our mutual fund marketplace. The marketplace was designed to start emphasizing no transaction fee funds versus transaction fee funds, which we used to -- which -- so we really wanted the trailer revenue on a more constant revenue stream. And we've been doing that and that includes things -- the way we lay out our website and those types of things. Number two is on Advisor Direct, it's been very successful for us. But we have been taking -- referring over to advisors, which refers to an RAA, and we charge them a fee, I think, it's 25 basis points on the assets that they bring in from that referral. That one, we've been going down to 250,000. A year ago we moved that up to 350,000 and this year we moved it up to 500,000. And that really was because we had to take time to develop Amerivest the way we wanted to develop it and also, but to get the advisors in the right market. And most advisors, really, are after $1 million-clients in the Advisor Direct program, and they will take accounts down to 500,000. We found they were basically, doing the -- under the $250,000 to $300,000 client purely to accommodate us, as opposed to what they really wanted. And so we saw this as a win-win. And in Amerivest, we now have 4 flavors. We've turned it -- it used to be a product that you had to buy yourself, and you had to auto rebalance yourself, it's now a package that basically we can recommend to you. It's also a package we automatically rebalance for you and have regular ongoing conversations. And we basically turned the sales force that they can actually make that recommendation. We gather the KYC information and put in place the supervision routines and everything. So we've done a lot of work to do that, and that's been in place the last 12 months. And we introduced a new version of Amerivest just recently. So we feel pretty good about where we're at and every time we've broadened out the product and changed to the sold, and get them in the right target markets, it's worked well for us.