Morgan Stanley to link Wall Street, Main Street with E-Trade purchase

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The Wall Street giant moved further from its investment banking origins Thursday with an agreement to buy discount brokerage E-Trade for about $13 billion, the biggest takeover by a major American len

der since the 2008 global financial crisis.

The deal highlights the increasing convergence of Wall Street and Main Street: Elite bastions of corporate finance are seeking to cater to customers with smaller pocketbooks, and online brokerages that once hoped to overthrow traditional trading houses are instead suffering from a price war that has slashed their profits.

E-Trade was an enticing target: It has struggled as brokerages slashed fees in a fight that peaked last fall when Charles Schwab eliminated fees for the trading of stocks and exchange-trade funds, and later agreed to buy TD Ameritrade for $26 billion. But Morgan Stanley could face a challenge luring this sort of investor toward its higher-touch investment management services.

Morgan Stanley is betting that regulators in Washington will approve what is perhaps the most consequential acquisition by a systemically important American bank — the too-big-to-fail variety of financial institution — since 2008. Morgan Stanley doubtless hopes an E-Trade deal goes more smoothly than a past effort to pull in retail clients. Its merger with Dean Witter Reynolds two decades ago foundered amid a clash between Morgan Stanley’s Wall Street aristocrats and Dean Witter’s more down-market brokers. Since then, however, the bank has been steadily shifting toward asset management — one of a number of approaches major banks have been trying to court Main Street.

 

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