GOMEZ SCORE CARD
Brokers, Canada
Top Internet Canadian Brokers for Winter 2000 ranked by Overall Score.
Firm Score
1. E*Trade Canada (review) 6.39
2. eNorthern (review) 6.32
3. BMO InvestorLine (review) 6.08
4. TD Waterhouse Canada (review) 5.96
5. Schwab Canada (review) 5.87
6. Royal Bank Action Direct (review) 5.53
7. Scotiabank (review) 5.22
8. National Bank Invesnet (review) 5.12
9. CIBC Investor's Edge (review) 4.99
10. Merrill Lynch HSBC (review) 4.86
11. Sun Securities (review) 4.57
Brokers, Canada
eNorthern Go there >
eNorthern, after numerous improvements over the quarter, has moved up to second place, hot on the heels of E*Trade Canada. Emerging victorious in the Serious Investor and Active Trader profiles, eNorthern also won the Cost, Relationship Services and Ease of Use categories. The site makes a great first impression, with a best of breed interactive demo. Once signed up, customers will experience a clean and straightforward design that is very well integrated (for example, investors can trade directly from holdings and quote). eNorthern still lags its largest competitors in range of accounts and products offered. Real-time account information is noticeably absent, which is a disappointment to the more active trader who will be attracted by the low commissions and unlimited free real-time quotes. The challenge for eNorthern going forward will be to improve its customer service (24x7 is not currently offered) and broaden its variety of account offerings.
Key Benefits
eNorthern has a number of convenient links to other sites on its homepage. For example, The Street.com and Motley Fool. Access to information on small market cap stocks differentiates eNorthern`s offering from its competitors, as do some of the stock tools (e.g., the Super Stock Screener which allows you to locate stocks by sorting through many variables. Alerts are available via e-mail.
Key Shortfalls
Transaction history is limited. Asset allocation and life event tools are not offered. Institutional quality investment research is not available.
Scores for eNorthern
Category Score Rank
Overall 6.32 2
Ease Of Use 7.97 1
Customer Confidence 5.21 7
On-Site Resources 5.10 9
Relationship Services 5.44 1
Overall Cost 10.00 1
Customer Profile Score Rank
Active Trader 6.97 1
Serious Investor 6.49 1
Life Goal Planner 6.10 2
One-Stop Shopper 6.11 5
Research this firm
> eNorthern profile
See other Scorecard Firms
< previous next >
Home About Gomez Careers Privacy Policy
Copyright 2000 Gomez, Inc. contact@gomez.com