E*Trade to Introduce New Name During Super Bowl,


Securities Firms News

Menlo Park, California (Bloomberg) — E*Trade Group Inc. will introduce a new name for itself Sunday in two advertisements during the Super Bowl football game, the Wall Street Journal reported.

The new name is E*Trade Financial, the paper said. The new name will continue to be advertised Monday with full-page advertisements in newspapers across the country.

E*Trade hopes the change will help the company break free of its image as a Internet trading operation and better reflect its growing product offering, which includes E*Trade Bank. An E*Trade official declined to comment, the paper said.