Ameritrade, a well-established online brokerage firm, says it is targeting investment advisers, large and small, to develop assets and build wallet share and is making rapid progress because of a big pricing advantage.

"We have the advantage. We are the cheapest. Not by a little bit but by a lot," said James C. Wangsness, a senior vice president and the company's national sales manager. "We have established ourselves as the home for active traders," he added, "but we wanted to grow beyond that. We want to develop relationships through intermediaries."

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.