In the latest round of an industry battle over fees, Omaha-based TD Ameritrade is eliminating commissions for online trading of U.S. stocks, exchange-traded funds and options.
Investors will benefit from lower costs after the moves announced hours apart Tuesday, first by Charles Schwab and then by TD Ameritrade.
TD Ameritrade estimates that it will lose about 15% of its revenue — roughly $220 million to $240 million — per quarter in the process.
Asked about the impact of the revenue loss on the local workforce, director of corporate communications Becky Niiya said job cuts are one way to reduce expenses but are “always a last resort.” The company employs roughly 2,300 people in Omaha and 10,000 around the country.
“We’ve been able to keep headcount expenses down through normal attrition by thoughtfully considering each new and backfilled role and ensuring every job we post is absolutely essential,” she said.
She added that TD Ameritrade is focused on efficiency and long-term resiliency.
“As demonstrated in the past, TD Ameritrade’s sound financial position, disciplined expense management and long-term view will help us successfully navigate through various market cycles and offset any potential revenue headwinds,” she said.
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Tim Hockey, TD Ameritrade’s president and CEO, said in a statement that the company had been taking market share with a premium price point and, with a zero price point and level playing field, “We are even more confident in our competitive position and the value we offer our clients.”
Steve Boyle, the company’s chief financial officer, said more information about the fiscal 2020 plan will be part of a fourth-quarter earnings release later this month.
TD Ameritrade said it will drop its commissions to zero from $6.95 starting Thursday — four days ahead of Schwab’s commission drop to zero from $4.95 — for online trading of stocks and ETFs listed in the U.S. and Canada.
TD Ameritrade’s stock fell 25.8% Tuesday after Schwab’s announcement. Schwab shares fell 9.7%. E-Trade shares fell 16.4%.
The industry has been cutting investment fees since a Silicon Valley startup launched with zero fees in 2013. CNBC reported that this week’s zero commission announcements came after Interactive Brokers took the same step Thursday, J.P. Morgan Chase announced a free trading app in August and Vanguard Group said last summer that online platform users could trade commission free. A Credit Suisse analyst called it “Finishing the Race to Zero.”
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Fortune rank: No. 3 with revenue of $242.1 billion; down from No. 2 last year. First cracked Fortune list in 1989 at No. 205.
History: The holding company of large- and medium-sized firms and investments has grown largely from the singular wisdom of Chairman and CEO Warren Buffett. It started as an investment pool of family and friends in Omaha in the mid-1950s. In 1965, Buffett bought the textile company that gave Berkshire its name. (Ironically, he later called it his worst investment.) His philosophy of buying successful companies with firm niches and keeping leadership in place has achieved returns well in excess of the stock market. The move into insurance was key, as Buffett uses premium reserves available for investment to fund additional purchases. Forbes notes that Berkshire now generates nearly three-quarters of its revenue from its non-financial operating businesses. At 87, Buffett is the oldest CEO of a Fortune 500 company. The company has maintained its offices at Omaha’s Kiewit Plaza since 1962.
Fortune rank: No. 137 on revenue of $21.7 billion; down from No. 126 from last year.
History: Founded in 1955 as American Family Life Insurance by John Amos and his brothers Paul and Bill in Columbus, Georgia, Aflac pays benefits when people are sick or injured. It gained wider recognition starting in 2000 with a marketing campaign using a duck that announces its name. In 2002, Aflac moved its legal domicile to Nebraska for tax reasons and located a regional office in Omaha, although its main offices remain in Georgia.
Fortune rank: No. 141 on revenue of $21.2 billion; up from No. 143 last year. Listed each year since non-manufacturing companies were added to the list in 1995.
History: The company was created by the 1862 Pacific Railway Act, an act of Congress that called for construction of a transcontinental rail line from the Missouri River to the West Coast. The first track was laid out of Omaha in 1865, and U.P. grew into a national icon. Multiple mergers over 150 years helped U.P. amass the nation’s largest rail network, with operations in 23 western states and prime rail connections into Mexico. In 2004, the railroad opened a new 19-story headquarters downtown that serves about 2,900 of the company’s 42,000 employees.
Fortune rank: No. 313 on revenue of $9.5 billion; the same ranking as last year.
History: Founded in 1868 in Sacramento, California, as Pacific Mutual Life Insurance Co., the company’s life insurance, annuity and other financial products pay $2.3 billion in benefits each year. Although its main office is in Newport Beach, California, in 2004 Pacific Life moved its legal domicile to Nebraska for tax reasons and now has a regional office in Omaha’s Aksarben Village.
Peter Kiewit Sons’ Inc.
Fortune rank: No. 339 on revenue of $8.7 billion; down from No. 324 last year. Made its Fortune debut in 1991 and since 1998 has been listed every year but one. Is privately held but qualifies for the Fortune list because it publicly reports revenue.
History: Three sons of Peter Kiewit took over their father’s Omaha construction company, with the youngest, also named Peter, credited with turning it into one of the nation’s largest. The company took off while building military installations during World War II and the Cold War. It also built more miles of Interstate system than any other contractor, causing Fortune to dub Peter Kiewit “the Colossus of Roads.” Today, it is one of the largest employee-owned firms in the world and one of only a handful of construction companies big enough to take on billion-dollar projects.
Mutual of Omaha
Fortune rank: No. 337 on revenue of $8.7 billion; up from No. 342 last year. Made its debut in 1995, dropped off in 2006 and 2007, but solidly on the list since.
History: Got off to a humble start in 1909 as the Mutual Benefit Health and Accident Association, initially struggling to attract policyholders. Under the leadership of Creighton medical student C.C. Criss and later V.J. Skutt, it grew and by the 1950s had emerged as a leading health and accident insurer. The name was changed to Mutual of Omaha in 1962, and a year later it became a household name with sponsorship of the popular “Wild Kingdom” TV show. The company rebranded its familiar Native American head logo in 2001, expanded into banking in 2007, and renewed its commitment to its midtown Omaha headquarters by developing the mixed-use Midtown Crossing.
Fortune rank: No. 630 on revenue of $3.7 billion; up from No. 674 last year.
History: Founder Joe Ricketts saw an opportunity in 1975 when the Securities and Exchange Commission eliminated the practice of fixed brokerage commissions. Ricketts’ firm, First Omaha Securities Inc., began offering discounted commissions and helped usher in a new era of investing, coupled with technology that evolved from touch-tone phones to the Internet. Forty years later, TD Ameritrade has more than 11 million client accounts with more than $1.2 trillion in assets and custodial services for more than 6,000 independent registered investment advisers. Clients trade more than 940,000 times each day.
Fortune rank: No. 782 on revenue of $2.7 billion; up from No. 804 last year.
History: In 1946, Robert B. Daugherty spent nearly his life’s savings — $5,000 — to buy a small manufacturing company on a farm near Valley to build farm elevators. Years later, with the invention of center-pivot irrigation, Valmont found its niche. It then expanded into steel pipe and tubing manufacturing for irrigation systems and other industries. Through acquisitions and new construction, the company grew to be a global player in certain segments of the agriculture, communications and utilities markets. Today, Valmont’s worldwide operations are constantly looking for opportunities to expand its four business sectors: engineered support structures (steel and aluminum poles for traffic lights, street lighting, etc.); utility support structures (poles for electrical transmission lines, etc.); irrigation; and coatings (galvanization).
Fortune rank: No. 929 on revenue of $2.1 billion; up from No. 934 last year.
History: Clarence L. Werner founded Werner Enterprises Inc. in 1956 at age 19. It grew to become a premier transportation and logistics company with operations throughout North America, Asia, Europe, South America, Africa and Australia. The Omaha-based company is among the five largest truckload carriers in the United States, offering diverse services that include dedicated; medium-to-long-haul, regional and local van; expedited; temperature-controlled; and flatbed. Werner also provides freight management, truck brokerage, intermodal and international services. International services are provided through subsidiary companies and include ocean, air and ground transportation; freight forwarding; and customs brokerage.