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THEWHIZ.COM PUTS ONLINE BROKERS TO THE TEST

Editorial Staff Trades Real Cash on Top Brokerage Sites and Names Datek On-Line Best Pick



NORTH PALM BEACH, Fla. - August 27, 1999-As part of its special series, "E-commerce Exposed," theWhiz.com, a division of Intelligent Life Corp. (Nasdaq: ILIF), put online brokerages to the test by trading real cash on top sites in an effort to examine the industry. The personal finance Web site today named Datek it's "Best Pick" among the most visited online trading firms.

Unlike typical reviewers of online brokers, theWhiz.com purchased approximately $1,000 in stock simultaneously executing trades on several sites over a two-day period. The reviews are based on actual performance and not on opinions created from phone surveys.

"We wanted to base our reviews on what a typical individual investor would do online," said G. Cotter Cunningham, senior vice president at Intelligent Life. "What better way to do that than by spending about $1000 on each trade? We wanted to simulate that real-life situation. We believe that we are the first company to ever review brokerages by spending money on stock trades."

Editors at theWhiz.com reviewed five of the top Internet brokerages: E*TRADE (NASDAQ: EGRP), Fidelity Investments, Charles Schwab (NYSE: SCH), Ameritrade (NASDAQ: AMTD) and Datek Online. The sites were picked for being among the most heavily trafficked for stock trading, according to May 1999 Media Metrix statistics (NASDAQ: MMXI).

Datek was chosen as "Best Pick" because of a superior combination of low commissions, ease-of-use and performance.

Each Friday, theWhiz.com will analyze each brokerage individually, starting with it's "Best pick", Datek On-Line, on Sept. 3. The reviews will continue with E*TRADE on September 10th; Fidelity Investments on September 17th; Charles Schwab on September 24th and Ameritrade on October 1.

Methodology

Editors at the theWhiz.com bought and sold four securities on each site in approximately 10 minute intervals over two days (two stocks each day). On the first day, they simultaneously purchased 100 shares of Mortgage.com (Nasdaq: MDCM) and sold 100 shares a few minutes later. They then did the same thing buying 10 shares of Amazon.com (Nasdaq: AMZN). In an effort to simulate the actions of an amateur individual investor, editors purchased 10 shares of AMZN due to a high share price-approximately $1,000 was spent on each trade.

Two days later, editors simultaneously bought 15 shares of Lucent (NYSE: LU) and sold 15 shares. Finally, we bought and sold 40 shares of Compaq (NYSE: CPQ).

These stocks were selected because they were either Internet or computer related. Editors also wanted two NASDAQ and two NYSE stocks because some firms, as they discovered, charge higher commissions for NASDAQ trades. They also wanted to find out if the execution of trades were better for NASDAQ or NYSE and found no measurable difference. In addition, they tested to see if odd lots traded faster or slower than 100 share trades, and again, found no measurable difference.

Sites were scored on the following (in order of importance):

  1. Performance-were trades knocked out of the system costing more money to resubmit at a higher price for a buy and a lower price for a sale.
  2. Commission price
  3. Ease of use-is the site easy to understand for the average investor.
  4. Free real-time quotes
  5. Funding-how long did it take to get confirmation that an account was funded and set up. Editors mailed all applications, along with a check, simultaneously.
  6. Intangibles-can you easily find company research, access to IPOs, IRA's, do they offer after hours trading and other interesting features.
To view the entire report, visit theWhiz.com.

About theWhiz.com

theWhiz.com is a personal finance Web site for adults 18-45. The Web site looks at subjects for a market that is often overlooked by traditional finance publications. In addition to the www.theWhiz.com address, theWhiz.com can also be accessed at keyword: Whiz on America Online (NYSE: AOL).

About Intelligent Life Corporation

Intelligent Life Corporation is an online financial publisher employing a staff of more than 80 editors and researchers. The company creates original content for its personal finance sites, bankrate.com, theWhiz.com, consejero.com and CPNet.com. bankrate.com provides consumers with independent, objective research on banking and credit products including mortgages, home equity loans and credit cards. In addition, this information is published on co-branded Internet sites through more than 70 distributions, including Yahoo! (Nasdaq: YHOO), CNN, SmartMoney and AOL (Nasdaq: AOL). The company's original research is also distributed through major national and local publications. bankrate.com has approximately one million unique visitors per month, and is ranked among the top ten personal finance and brokerage sites according to Media Metrix.

Intelligent Life Corp. makes no recommendations on the specific stocks traded for this report. Intelligent Life management and staff may or may not hold positions in these companies.

 

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