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E*Trade Launches Frontal Attack on Financial Advisors

Hate those E*Trade ads that imply a baby can make good investment decisions? Well, there’s a new group of ads by the on-line brokerage firm attacking financial advisors. The new E*Trade ads claim that advisors take advantage of the investing public via:

• Higher than necessary fees
• Conflicts of interest
• Hidden fees in retirement plans

With financial service firms suffering from a trust deficit and some federal regulators who believe that advisors are among those who are “trying to separate plans from their money,” these new E*Trade ads only add fuel to the fire.

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