IQ News: E*Trade Puts Stock In Novo on New Account

Now that U.S. investors have gotten the E*Trade habit, the Palo Alto, Calif.-based Web brokerage will extend its reach, adding from five to 10 foreign language sites over the next two years. E*Trade already has English-language sites for Australia and Canada, and a Chinese-language site for Chinese-Americans. After a review of approximately three dozen interactive firms, the business has been assigned to Novo/Ironlight, San Francisco.
“It’s not surprising that they’re more aggressive [than competitors Charles Schwab and Fidelity Investments] in trying to build a customer base outside the U.S.,”