IPO Could Raise DLJdirect's Profile
A DLJdirect IPO could provide just the spark the online broker needs.
Jersey City, N.J.-based DLJdirect hasn't grabbed much attention lately. The firm's market share fell to 3.7% in the fourth quarter, down from 5% just a year ago, according to Credit Suisse First Boston. It ranks seventh, with less than half the average daily trades of No. 6 broker Ameritrade (AMTD Quote).
Yet DLJdirect has been trading online longer than most of its competitors. As long ago as 1988, the company introduced services with online pioneer Prodigy and then with America Online (AOL Quote) before it was a dominant player online. It went on the Internet by itself in 1996's second half. ...
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