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Special Series: J.D. Power & Associates – Discount Brokerage Rankings Explained Part 2

JD-Power-Data-Ranking - Discount Brokerage Rankings

If you missed the first part of our J.D. Power & Associates Discount Brokerage Rankings series, read it here.

The two main objectives of this section are to provide readers with:

  1. A look at the overall discount brokerage marketplace to see what, if any trends in investor satisfaction there are that matter to consumers
  2. A detailed look at the company results in the survey to see how each company has performed over time so that consumers get an idea of the responsiveness of a particular discount brokerage to the needs of investors

When choosing a discount brokerage, you can either “go it alone” and find out for yourself what a discount brokerage is like or you can turn to the opinions of other self-directed investors to help you decide. Even though both approaches exist, surveys of Canadian investors have shown that many of them like to do research, turning to friends or family for recommendations, as well as third party reviews and research, before making a choice to go with a particular discount broker. While external opinions are valuable sources of information to help avoid potentially costly or unpleasant experiences they can also help to find a service provider that can hopefully keep you a satisfied customer.

Looking at what thousands of other self-directed investors have said about their experiences can certainly shed light on what you’re likely to encounter with a particular discount brokerage and at the very least help to provide some context around informal discussions with friends or family. There are some questions, however, you may want to consider when looking to these sources. Questions such as:

  • How well does the source I’m looking at consider and describe my needs?
  • If they are a friend, family member or opinion in a forum, how long has this person been a client with the company and
  • What, if any, issues have they encountered with the service/experience along the way?

Also, because numbers and statistics often get presented to support marketing and sales, we thought it prudent to state several “qualifiers” readers need to consider about such numbers up front instead of at the end. First, it’s worth stating that the range of data this section references covers four years of results of the investor satisfaction survey. This four year time period is a small time frame, especially since the interval that the survey is conducted on is annual. Second, the number of companies in the ‘pool’ is fairly small so we must be cautious about inferring too much about the performance numbers and possible trends of the industry as a whole. Instead, looking at a particular company’s change in performance over time is probably more reliable an approach than comparing companies to one another. Lastly, not every year had the same number of discount brokerages covered. In 2009 and 2010 for example, the number of discount brokerages covered by this survey was 6 and 8 respectively. Smaller or newer discount brokerages, therefore, are less likely to appear on the survey and so the inferences made about “the industry” actually apply to the discount brokerages covered in this list.

Investor satisfaction with the overall discount brokerage industry in Canada

Over the four years the investor satisfaction survey has been conducted, more than eleven and a half thousand individuals have been consulted about discount brokerage services in Canada.

Canadian Discount Brokerage Industry - Investor Satisfaction Scores 2009-2012
Figure 1: Canadian Discount Brokerage Investor Satisfaction Scores from 2009-2012

When looking at the four year picture, the average industry satisfaction scores have fluctuated year over year, bouncing between a low of 679 in 2011 and a high of 707 in 2010. The four year average score for the industry is 696 (out of 1000) with an average standard deviation of 27.5 points. When graphed, it is clear that as a group no clear industry-wide trends in the satisfaction of Canadian discount brokerage investors are visible.

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Globe and Mail 2012 Canadian Discount Brokerage Rankings Review

Virtual Brokers Takes Top Spot

The 2012 Globe and Mail Canadian discount brokerage rankings are out as of today with Virtual Brokers claiming the top spot and displacing the 6 year “reigning champ” of this survey, Qtrade (which came in second), by a razor thin margin.

Becoming Globe and Mail’s top ranked brokerage, albeit barely, was a pretty lofty achievement for Virtual Brokers for a number of reasons, not the least of which is because they were sitting at the bottom of the ranking back in 2010. This year (2012) marks only the third year in which Virtual Brokers has been included in the ranking, so for such a recent entrant into the ranking pool to move up so quickly is certainly noteworthy.

So what took Virtual Brokers from the bottom of the pack in 2010 to being crowned the best Canadian discount broker for 2012?  Certainly credit is deserved where credit is due.  Virtual Brokers has aggressively priced their services far lower than many of their peers and started to match the types of services found at their competitors.  Of course, it also helps to understand how the types of categories that went into this ranking could impact the outcome. In order to understand what being the “best discount brokerage” really means, we took a closer look at the rating system used by the Globe and Mail’s Rob Carrick.

Looking at the Ranking Structure

The following five sections (and the percent they play in the scoring) are used in the Globe and Mail discount brokerage ranking to assess each Canadian discount brokerage:

  1. Costs – 25%
  2. Account Information – 25%
  3. Trading – 20%
  4. Tools – 20%
  5. Innovation -10%

For this ranking, the two factors that heavily influence the overall ranking are costs and account information (combined they form 50% of the score).  The last three categories of trading, tools and innovation combine to form the other 50% of the ranking.  Interestingly, when looking at the definition of innovation: “Which firms are leaders in terms of cutting prices and introducing new services, and which are followers?” price comes in again.

Thus, the prices that a brokerage charges for its services end up having a bigger influence in the overall score relative to any other single component.  Virtual Brokers had the strongest showing on fees and innovation and tied for first in the “trading” category which likely gave it the edge it needed to squeak out ahead of Qtrade.  Qtrade shone brightest in the “account info” category.  Sometimes the overall ranking can mask some particularly noteworthy performances.  On the good side, buried in the results is an impressive perfect 20 out of 20 that TD Waterhouse managed to achieve in the Tools category (even though they were ranked 6th overall).  Conversely, the lowest ranking was given to HSBC InvestDirect which ‘earned’ a particularly biting comment: “They win in one respect – most annoying log-in process.”

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Discount Brokerage Weekly Roundup – Oct. 26th 2012

Discount Brokerage Weekly Roundup

This week provided an interesting lesson in activity fees handed out to one RBC Direct Investing client, covered via Global News here.  If you’ve got an account open that you’ve forgotten about, you may want to look closely at what you’re being charged by keeping the account open (you can check out our fee comparison page here).  We looked at the latest news story evolving in markets, complicated orders, and the bigger issue of ‘fairness’ to all players the market.  An interesting twist to this comes from the exchange traded fund (ETF) industry and how major stock exchanges, such as the NASDAQ, are considering allowing a particular order type specifically for ETFs.  This latest turn might be an effort to restore waning investor confidence in stock markets and investing.

Lastly, just before press, there was a great piece published by Rob Carrick in the Globe and Mail (Three smart ways to find an online broker) in which SparxTrading.com gets mentioned.  Also included in this article are a couple of other sites to do some of your research on.

Best Canadian Discount Brokerage Tweet of the Week:

The best discount brokerage tweet for this week comes from @Jitneytrade for passing along a colorful article by author Michael Sincere explaining what options are.  You can read the tweet here.

Event Horizon

As mentioned in our last edition of the roundup, this Saturday October 27th (tomorrow) TD Waterhouse Discount Brokerage will be putting on its Direct Investing Expo in Vancouver. There will be a number of speakers including Bob Gorman, Chief Portfolio Strategist for TD Waterhouse.  For more details click here.

Also, around the corner are a couple of other investment seminars, including an Evening with Michael Campbell featuring Tyler Bollhorn, taking place in Calgary (October 29th) and Vancouver (October 30th). Tyler will be talking about his new book, The Mindless Investor as well as giving signed copies of the book to attendees. The Small-Cap Conference (November 6th) in Vancouver just announced their speaker list and for those folks who pre-register via SparxTrading.com, they get a great bonus gift! For registration details, click here.

The People Have Spoken

The comments section on the Michael Sincere article mentioned in the Jitneytrade tweet also got some readers to chime in on whether or not options are easy as the article might suggest. Check out all the comments here.

Canadian Discount Brokerage Jobs

On the hiring front, there are a couple of more positions that Canadian discount brokerages are trying to fill. Sometimes the hiring pools can be indicative of things to come, as we see from the job positions popping up this week.

Qtrade recently announced that they’re looking to hire a Content Strategist and writer.  Qtrade has been  a bit quieter in the social media arena, but it looks like they’re prepping to step into it along with these other discount brokerages.

Questrade is looking for some extra hands in the form of New Accounts Specialists to help for the upcoming RSP rush (yup it’s around the corner).  If you’ve ever been curious to know what it’s like to work as a service agent for Questrade or what it is that they are tasked to do for you as a client, check out the posting we found here.

RBC Direct Investing is also looking to add an Assistant Manager to their Investor Centre staff in downtown.  Interestingly, according to the posting, “main objectives of this position and all activities conducted within the Investor Centres are to drive new client acquisition, consolidate assets from existing clients, and to increase the profitability of each client.”

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Brokerages Gone Social

Social Discount BrokeragesEven though discount brokerages haven’t traditionally portrayed the most “fun and friendly” image, more and more of them are starting to become visible on social media sites such as Facebook and Twitter. While you (hopefully) won’t find those embarrassing pictures of a drunken night gone wild or an angry rant about a horrible boss, plugging into the news feeds of a discount brokerage can be an interesting way to get insight into the organization, follow any promotions that may be underway as well as get a glimpse at the conversations they’re having with their customers.

While some Canadian discount brokers, such as Interactive Brokers, Jitneytrade, Questrade, Scotia iTrade and Virtual Brokers, have their own dedicated twitter and Facebook pages, others such as Disnat Direct, TD Waterhouse and BMO InvestorLine bundle messages about their other financial products and services along with discount brokerage news.

Social media sites, such as Twitter and Facebook, are tricky territory for companies (especially financial services companies) because these channels are public and interactions between the company and customers are visible for everyone to see.  On the other hand these social media sites offer the opportunity for you to share what you love, or love to hate about your brokerage, giving straight feedback and having your voice heard as a client.

One handy feature of being plugged into something like a discount brokerage’s Twitter feed is that it offers a fast way of seeing what other investors or traders are experiencing. If a website is down or there is an outage of service, one of the best places to check (outside of the trading platform itself) and see what’s going on is via the ‘twittersphere’.  Active traders especially are among the first to let others know if something is amiss.

Our table below has those Canadian discount brokerages that are currently on either Facebook and/or Twitter as well as links to their respective feeds.

Brokerage Name Twitter Facebook
BMO Investorline part of @BMO part of “BMO Community Facebook Page
CIBC Investors Edge
Credential Direct
Disnat Direct @DesjardinsGroup Disnat Direct Facebook Page
HSBC InvestDirect
Interactive Brokers @IBGroupLLC Interactive Brokers Facebook Page
Jitneytrade @Jitneytrade
National Bank Direct Brokerage part of @nationalbank
Options Express
Qtrade
Questrade @Questrade Questrade Facebook Page
RBC Direct Investing
Scotia iTrade @Scotia_iTRADE
TD Waterhouse Discount Brokerage part of @TD_Canada Part of the TD Waterhouse Discount Brokerage Facebook Page
Virtual Brokers @Virtual_Brokers Virtual Brokers Facebook Page
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How to Choose an Online Discount Broker – Part 4 – Commission Pricing I

One of the first places that retail investors look to when thinking about choosing a discount brokerage firm is commission pricing. Pricing, however, isn’t as straight forward as the lowest price commission per trade.  When thinking about pricing, value is really what you as a potential or existing client are seeking.  After all, if you need or want timely service, fast order execution time, a great trading platform or educational resources, all of those components change what you would be willing to pay.   With all of the options in a very crowded discount brokerage market, how can you meaningfully compare apples to apples?

Even though there are many different parts to consider when choosing the best online discount broker for you, this series of articles focuses on understanding commission pricing as that is one of the major marketing messages sent to consumers.

One helpful way is to understand that being a brokerage firm is a business, and like any other business, brokerages are in it to make money.  Their “business” is providing access to the stock market – they facilitate investors/traders being able to exchange financial products in a market.  As such , discount brokerages make their money on trading activity, and do so in one of the following three ways:

  1. a fee per order (regardless of the number shares traded per order) or a
  2. fee per volume of shares traded, or a
  3. hybrid of fee per order and fee per volume

The fee that you get charged per order or per volume can also depend on the price of the stock – i.e. is the price above or below a certain level.  Currently that ‘threshold’ is a stock price of between $1-$2, depending on the discount broker.  So, to summarize, the way in which commission price is determined can be: the number of orders you make, the size of the orders (in shares) you make and/or the price of the stock you are buying/selling.

Therefore when thinking of pricing it makes sense to really understand your trading/investing style and level.  To make matters tricky, there is no set “definition” of an “active” trader. Each discount broker has a different threshold of what constitutes active or not.  The current range to qualify for “active” trader status (and therefore discounted pricing) goes from a minimum of 9 trades per quarter (OptionsXpress) to 150 (iTrade, TD Waterhouse, Qtrade, RBC Direct Investing).   If it sounds a bit complicated, it can be. Luckily our broker comparison table helps to compare discount brokerages a snap because we’ve put all of those pieces side by side.

In the next section on pricing, we will take a closer look at the commission pricing options of “flat-fee” pricing, standard pricing and “range pricing”.  We’ll also share some tips on ways to get the best commission pricing.

Read the previous article in this series.

Read the next article in this series.