Australia's Largest Private Client Stockbroker Launches New Online Trading Platform Offers Market Trades for just $15

Please find attached and in the body of this email a media release announcing the launch of Bell Direct, a new online share trading business part owned by the Bell Group of companies. A backgrounder is also attached. Bell Direct key points: The first new online share trading technology to be developed in Australia for more than a decade; New online share trading and wealth creation platform; Only independent offering in online share trading, following CBA's takeover of IWL; Share trades for just $15 - cheapest and best value in the market; Bell Direct was created by Steven Goh, the founder of Australia's first online stockbroker, Sanford Securities; Bell Direct is headed by former IWL general manager Lee Muco and a team of former IWL specialists; Also backed by Bell Group of companies, so is Australian owned and operated; Aims to be a top three player in the next 3 to 5 years; Cutting edge, web 2.0 proprietary technology developed from the ground up.

(PRWEB) November 14, 2007 -- A brand new era in securities investing begins today with the launch of Australia's most innovative and competitively-priced online share trading and wealth creation platform: Bell Direct.

The result of a collaboration of some of Australia's most prominent pioneers in the online share trading arena, Bell Direct will introduce a blend of discount pricing and first-rate, user-friendly client service that the market has not seen to date.

One of the main reasons we became involved with Steven Goh and his team was the tremendous opportunity he identified to provide online investors with genuine innovation and, importantly, an independent player in a market which has become complacent about customers and what they should be offered

And in a bold challenge to existing online share trading providers, Bell Direct will for the first time in Australia introduce share trades for just $15 without conditions, undercutting its major rivals by at least a third.

The Executive Chairman and principal architect of Bell Direct is Steven Goh, a true innovator in the online share trading industry, evidenced by his formation in 1997 of Australia's first online stockbroker, Sanford Securities.

"After the launch of Sanford, a lot of online brokers appeared - too many in fact," Mr Goh said. "And as a result, in the past year or so, the market has become too comfortable. The technology is now old and unreliable. Price competition and great client service have virtually disappeared.

"That's why Bell Direct has been created as a premium discount online share trading platform, and our aim is to become one of the top three players in our space within three to five years."

Cutting-edge, proprietary technology developed from the ground up and designed to enhance the customer experience has been at the core of the formation of Bell Direct. The result is a completely new trading platform for the investment community that will effectively "reinvent investing".

Bell Direct is Australian-owned and operated and will bring to customers the best possible standards of speed, accuracy and reliability, and will be a leader in price and value.

Backing for Bell Direct has come from the Bell Group of companies.

Following the expected listing on the ASX of Bell Financial by the end of 2007, Bell Financial will have a 25% shareholding in Bell Direct. Bell Direct Holdings Pty Ltd holds a 25% interest while directors and employees of Bell Direct hold 33.75%, with the remaining 16.25% held by Bell Commodities, Colin Bell, Alastair Provan, Craig Coleman and Lionel McFadyen.

The founder of Bell Commodities and its Chief Executive, Colin Bell, said Bell Direct, with the backing of the Bell Group, would offer a very serious challenge to the big, established bank-owned participants in the online market.

"One of the main reasons we became involved with Steven Goh and his team was the tremendous opportunity he identified to provide online investors with genuine innovation and, importantly, an independent player in a market which has become complacent about customers and what they should be offered," Mr Bell said.

Significantly enhancing the retail financial services and online share trading experience of the Bell Direct team is Director Craig Coleman. Mr Coleman held a number of senior executive positions at ANZ Bank between 1994 and 2004, including Managing Director Banking Products, and has been a director of E*Trade Australia.

Bell Direct Chief Operating Officer, Lee Muco, brings tremendous online broking experience and a flair for innovation and ingenuity in the development of online share trading platforms in Australia.
Until a year ago, Mr Muco was a General Manager at IWL Limited, the share trading business now owned by the Commonwealth Bank of Australia.

Among a raft of other innovations that Bell Direct will bring to the market is a dedicated call centre using VOIP technology to interface with customers.

Unlike other online share trading platforms, the Bell Direct platform will utilise the latest technologies, unavailable when rival platforms were developed. Bell Direct customers will enjoy a rich and engaging user experience, enabled by Web 2.0 style tools and widgets which will deliver up-to-the-minute streaming financial news, live quotes and ASX announcements as well as consensus research from one of Australia's leading research providers, Aspect Huntley.

Other key features of Bell Direct include:

• Subscribers can choose either Bell Direct's standard "Silver" service which is ideal for the casual trader, or upgrade to the premium "Gold" level, which will provide resources such as live company announcements and price alerts
• No minimum balance is required to open a Bell Direct trading account

For further information and to arrange an interview, please contact:

Rochelle Burbury            
Managing Partner            
Open Dialogue PR            
T: 02 9270 2712            
M: 0408 774 577            

Attached: Media background information and bios

About Bell Direct
Bell Direct is the newest, most user-friendly and cost-effective online share trading resource available to investors in Australia. Providing a raft of major innovations, including the lowest cost-per-trade ever offered by an online broker, Bell Direct was developed by the same pioneering team that created Australia's very first online share brokerage, Sanford Securities, over a decade ago. What makes Bell Direct unique is its world-class, proprietary technology designed specifically for an enhanced customer experience and value proposition which competitors cannot match. Bell Direct is independent and Australian-owned, and has the backing of Bell Commodities, the parent of one of Australia's largest and most respected private client stockbroking firms, Bell Potter.

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bell direct online share trading australia steven goh

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