Ameritrade Celebrates 25th Anniversary and One Millionth Active Customer.

Business Editors

OMAHA, Neb.--(BUSINESS WIRE)--May 1, 2000

Milestones Commemorated At Company-wide Celebration

Ameritrade Holding Corporation (Nasdaq: AMTD), today celebrated its 25th anniversary and the recent acquisition of its one millionth customer. These milestones come on the heels of an outstanding 2nd quarter in which the company reported earnings of $0.02 per share and a record number of new accounts and trading volume.

"These achievements are proof positive that our `focused and deep' business model is highly attractive to on-line investors," Tom Lewis, co-chief executive officer of Ameritrade Holding Corporation told employees. "Ameritrade has established itself as the leading example of how to balance a strong web presence with the power of people. We have the veteran leadership of a management team that has been setting the standard for 25 years."

Ameritrade has a strong history and heritage of pioneering in the discount brokerage industry.

-- Ameritrade Holding Corporation, then known as First Omaha

Securities, was established as one of the first companies to

offer discount brokerage (1975).

-- The firm was eventually renamed Accutrade, Inc. which became

the first in the industry to offer trading by touch-tone phone

(1988).

-- The firm launched Ceres Securities, Inc., which quickly became

one of the fastest growing discount brokerage firms in the

nation (1994).

-- Ceres acquired K. Aufhauser & Company, Inc. becoming the first

company to offer trading over the Internet (1994).

-- Ameritrade Holding Corporation successfully completed its

Initial Public Offering and was listed on the Nasdaq Stock

Market under the symbol AMTD (March 4, 1997).

-- Ameritrade, Inc. was launched, bringing together the

revolutionary combination of value-added service for customers

and low pricing into one discount brokerage firm (October

1997).

-- Ameritrade, Inc. was the first to introduce $8 trade

commissions (1997).

-- The Company was the first to offer wireless Web trading with

Sprint(R) (1999).

-- The Company introduced the Ameritrade Index to track the

trading behavior of online investors (1999).

As part of the 25th anniversary and millionth customer milestones, Ameritrade's 2,500 associates participated in a company-wide celebration. During the event held earlier today, each associate was presented with a framed Ameritrade stock certificate. The event was simulcast to company offices in Nebraska, Maryland, Missouri, New York and Texas.

"Ameritrade's investments in technology and people have allowed us to provide on-line investors with one of the fastest websites available, reliable executions, and the very best in customer service," said Lewis. "Ameritrade consistently provides these knowledgeable and self-confident investors with the tools they need to manage their investments."

Ameritrade Holding Corporation is a pioneer in the discount and online brokerage industry. The Company provides brokerage services and clearing services to self-directed individual consumer investors and to financial institutions through its subsidiaries. Subsidiaries of Ameritrade Holding include: Ameritrade, Inc. (www.ameritrade.com), a leading online deep discount brokerage firm; Accutrade, Inc. (www.accutrade.com), a discount brokerage delivering superior levels of personal service and support to its clients; AmeriVest, Inc. (www.amerivestinc.com), a provider of third-party discount brokerage services and other financial services to commercial banks, credit unions and thrift institutions; as well as Advanced Clearing, Inc. (www.advancedclearing.com), a securities clearing firm providing clearing services to each subsidiary as well as other financial institutions.