Credential Direct and TD Waterhouse Named Top Online Brokerage Firms in Canada by Surviscor

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For the third time in as many reviews, Credential Direct and TD Waterhouse held top honours as the premier online brokerages for Canadians, according to the newly released Summer 2007 Surviscor analysis.

Credential Direct retained both the "overall" and the "investor" top spots in Surviscor's Summer 2007 Canadian Online Discount brokerage Review. TD Waterhouse retained the top spot in the trader profile. The analysis identified major shifts in price point, with little change in features and functionality across the firms. In the investor profile, Credential Direct earned four category awards, BMO InvestorLine earned two and Scotia McLeod Direct Investing earned one. In the trader profile, TD Waterhouse earned four category awards, E(*)Trade Canada earned two, and BMO InvestorLine earned one.

The Surviscor online brokerage analysis focuses on online features and functionality offered by firms in Canada. Surviscor analyses online brokerage firms through two profiles using seven categories, including price. The analysis also reviews the responsiveness of the firms to customer emails through its Customer Efficiency Rating. Those results can be viewed monthly at

According to the Summer 2007 results, the main improvements to features and functionality during the past nine months have been pricing changes and an emphasis on increasing self-directed learning and research tools. "The price war continues to be the main topic of conversation as prices continue to decrease, mainly for active traders," said Surviscor President Glenn LaCoste.

"More active general investors and traders win in this war as they now incur a lower cost per trade. Don't be fooled though, there are still many stipulations to being able to trade at the lowest offered cost. Consumers should not focus on price as their main determinant for the best firm for their needs," cautioned LaCoste.

Surviscor predicts that the online brokerage environment will see more features and functionality enhancements this year and into 2008 with security and messaging being at the top of the list of priorities. LaCoste observes that customers are demanding the best possible online security and secure messaging from their online brokerage firms. As a result, many firms have begun investing in delivering the most secure environment possible.

More information and the details of the report are available on the Surviscor website,

About Surviscor
Surviscor Inc. is a Canadian firm located in the Toronto area that
analyzes and ranks Canadian online services offered to retail consumers.
Surviscor produces seasonal scorCards(TM) that are comprised, in some cases, of over 1200 questions, divided into multiple categories. The scorCards(TM) serve as industry benchmarks for consumers and industry firms. They identify firms considered to be leading-edge solution providers and those whose online offerings are well below industry standards.

For further information:
Glenn LaCoste
President and Chief Analyst
(905) 593-9364


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