Tradeking and Zecco Merger Messaging Timeline

by on Dec 19, 2012

tk-zeccoTradeKing and Zecco completed the final stages of their merger last week as Zecco clients fully transitioned their accounts to the new and improved TradeKing site. The new site features much of Zecco’s research platform and several tools.  The timeline below highlights the key moments in the merger process and the messaging used to transition clients and prospects:

May 2012
The two firms announced plans to merge with TradeKing CEO Don Montanaro and Zecco CEO Mike Raneri both publishing blog posts on their respective sites. Each firm also put out a press release featuring a video of the two CEOs discussing the merger.

Merger Announcement Video

August 2012
The firms finalized the merger and decided to go with the name TradeKing. A decision was also made to keep $4.95 stock trades and $0.65 options contracts.

November 2012
Zecco announced it will no longer accept new account applications. Links were added to the Zecco site leading to the TradeKing online account opening application..

December 2012
The final stages of the merger begin as TradeKing unveiled its revamped site complete with much of Zecco’s research content, Forex platform and Alert tool. Zecco discontinued its website and provided clients with instructions on how to transition accounts to TradeKing. A Zecco Welcome Center is introduced on the new TradeKing site serving as a guide for former Zecco clients.

New TradeKing Homepage

Closing Thoughts
The revamped TradeKing site is a significant improvement over its predecessor. The new site offers improved research courtesy of Zecco while keeping TradeKing’s strong options research and low commissions. TradeKing and Zecco did a good job of identifying and implementing the best features from each firm into the new TradeKing. As a result, they have put themselves in a better position to compete in the self-directed brokerage space.