Brokers' Customer Service Matters, Even In Online Trading Age

Even the self-directed investor needs help sometimes.

Just look at the results of Investor's Business Daily's 2017 Best Of Online Brokers report if you want proof. It shows customer service as No. 5 in importance to investors out of 24 attributes. It seems the adage is true that the more things change, the more they stay the same.

Twenty years ago, online brokerage was a nascent industry. Charles Schwab (SCHW) was one of the pioneers, launching its service in 1996. The idea that...

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