[granted]

Ameritrade tired this before , relying on order routing fees and other methods to collect revenue . They stopped in 2005 . This new company is backed by real money so it is "legit" but they are tackling it sort of as a website type deal . Their plan is to try and make money by selling advertisement and to draw eyes to the ads by giving away the trades commission free.

Bank of America is getting set to offer free trades as well to try and suck in new banking customers so Zecco probably won't be the only choice for folks trying to get commission free trades .