Scottrade Has Highest Customer Loyalty Among Online Brokerages

Scottrade, a leading online and branch-supported brokerage, has won the Online Brokerage Category of the 2007 Brand Keys Customer Loyalty Engagement Index. Scottrade was ranked higher than all other online brokers, including Charles Schwab, Fidelity, TD Ameritrade, E*Trade and Merrill Lynch.

In this annual survey of 16,000 consumers, Brand Keys determined for the second consecutive year, that Scottrade is a company that has "achieved high customer loyalty through their marketing and customer service efforts." By winning the award, Brand Keys said that Scottrade "commanded the highest customer loyalty" in the online brokerage industry.

"Scottrade is honored to have been recognized as the top brand in the online brokerage industry once again," said Scottrade President and CEO, Rodger Riney. "Scottrade's associates work hard to provide our customers with the best service in the online brokerage industry and I am proud to have earned loyal customers as a result."

The nominees are identified through the annual Brand Keys Customer Loyalty Engagement Index survey, which asks customers to rate their relationships with 361 brands in 55 categories. Other categories range from the airline industry, to banking, beer companies and car rental companies. The brand whose drivers come closest to meeting (or exceeding) those of the category ideal is always the one whose customers will demonstrate the highest levels of engagement and loyalty over the next 12 to 18 months, according to Brand Keys.

"With consumers -- particularly online consumers -- becoming more and more demanding, it's wonderful to see a brand like Scottrade, a winner in their category for a second year in a row, leverage the category values that engage and loyally bond consumers," said Robert Passikoff, president of Brand Keys, Inc. "In an increasingly commoditized area, it's important to track the direction and velocity of these customer values, and Scottrade is doing a great job."