As a pricing war continues in the online brokerage space, smaller competitors, once rumored to be the next casualties of consolidation, continue to thrive and analysts say they could gather share as larger players focus on salvaging other businesses.

TradeKing, a Boca Raton, Fla., online brokerage company, established itself five years ago by offering trades for $4.95. Though in recent months both Fidelity Investments and Charles Schwab [SCHW] have slashed commissions, TradeKing’s prices remain significantly lower and its pricing structure has enabled the company to grow.

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