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Basket Rollout


E*Trade Stock Baskets will be offered later this quarter with 20 baskets designed by Standard & Poors. While the product's pricing structure has not yet been established, Rorer said it will be based on asset levels with set price breaks.

With investors reconsidering whether they want to embrace self-directed investing, E*Trade is now looking to provide different levels of advice to meet a growing need among investors.

"I believe that most people have parts of their financial assets where they really do want advice and E*trade is looking for many ways to provide that advice, from personal management, through to our brokerage offerings where the investor has complete control," said Rorer.

In lieu of a planner's advice and handholding, E*Trade offers tools and Morningstar recommendations to provide a warm, human experience when surfing the site and making financial decisions, Rorer said. "We've tried to build our site in the most intuitive manner and in a way that's really usable for the investor and really intuitive in the way they think about their investments," she said. "We really spend a lot of time building the site and tools so they provide a warm atmosphere and a handholding atmosphere more than a purely analytical one."