Quote from sambatrade:
You might be true about Andover's strategy to sell out, but they are still very aggressive in rates, I know several people trading there for .0035-.0045, all-in; using what some people claim to be is better software, the Hammer. I've been around several firms and the transparency just isn't there unless you dig into this business, you can pay less and get more. or you can pay more and get less. Rates are still headed lower, just look at the new pricing that Etrade pro is coming out with, and this is AFTER they bought out Tradescape (which probably did the exact same strategy you claim andover did: offer low rates to boost volume prior to selling out). Genesis is offerring ridiculous commission rates and several of the self-clearing firms are continuing to lower costs and their 'product' is still improving. Clearing costs are in a major bear market, spreads are miniscule, absolute stock prices are much lower, this all adds up to fundamental forces which would tell you that the existing commission structure is still way too high and is going to continue MUCH LOWER. Untill you see a bottom in the exodus of traders out of this business (declining demand) there will not be a bottom in commission rates. The world is just getting to be a more competetive place. Just as traders need to improve and many will get weeded out in the coming months/years, so will LLCs and brokerage firms, software/data vendors. To stay in the business as a trader you have to be working on all aspects of your 'business': maximizing revenues (strategy, emotional control, execution) and minimizing costs (commissions, slippage, decision support costs)