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Non-Tech : Datek Brokerage $9.95 a trade

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To: AHM who wrote (9640)9/8/1998 12:22:00 PM
From: WhipsawMcGraw  Read Replies (1) of 16892
 
Why would anyone be crazy to deal with a firm that sells order flow. My company does it. You probably do not have much experience in the markets but let me explain how it works. A NASDAQ level III machine is for making markets. The system has "ACES" which is the same thing has SOES. ACES is instant, one second execution. Let us say that you are my client and want to sell 1,000 shares of INTC. I put the order into the system and it is executed immediately. It is the same as if I were to be trading on SOES.

So why would you be crazy to deal with a firm that does this? If the company does not make a market in the stock, then I SOES the order for my client. Now we do not get a rebate for that but it takes the same amount of time.

Lastly, god bless other firms for selling order flow. This enables them to pass the savings down to the customer. This is how companies are charging next to nothing for trades.
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