Ameritrade Launches New Trading Experience for Investors; Innovative, Client-Driven Web Site Provides Simpler, Richer Client Experience.

OMAHA, Neb. -- Ameritrade Holding Corporation (Nasdaq:AMTD) has introduced a new Web site experience for Ameritrade, Inc. brokerage clients that combines outstanding depth of information, customizability, superior products, ease of use and an impressive package of risk management tools.

"We are entering a new era of investing, and thanks to the valuable feedback provided by our clients, we have been able to build a site which gives individual investors an incredible experience and the ability to invest for the 21st century," said Joe Moglia, chief executive officer. "Our new site not only provides the ability to place trades more easily and quickly, it's visibly more pleasing and consistent while providing both active and long-term investors advantages to help guide their investing principles."

With easier navigation and greater depth of information, the new platform also couples the best trading features from Ameritrade's current site, such as Streamer(TM) and Quotescope(TM), with new functionality, including:

--Trade Triggers, helping clients capture opportunity and manage risk even when they are offline while making Ameritrade more responsive to their particular online trading strategy(1);

--Trailing Stops, helping clients control risk on open positions by allowing them to enter a stop order with an activation price that changes with the market(2);

--Saved Orders, allowing clients to create and hold up to 30 orders for future submission to the market;

--SnapTicket(TM), a detachable trading window that clients can take with them as they surf the Web;

--Customization, ability to tailor the site to best fit an individual's investing style; and

--Enhanced check writing and integration of electronic transfers between bank and brokerage accounts.

"It's intuitive, with a focus on providing investors ease of use and greater power," said Pete Ricketts, chief operating officer. "The market can move when you're offline, but with this new experience, investors have the ability to protect their accounts or take advantage of opportunities by programming our site to react to particular conditions."

By releasing functionality in phases over the past few months, Ameritrade took the unique approach of allowing its clients to test drive the site and shape its design. Over time, the Company will release additional enhanced functionality in a similar manner.

Currently, all Ameritrade clients have access to the new site. A demo of the new trading platform is available by request. For more information, including a fact sheet with a complete breakdown of the new platform's features, visit www.amtd.com.

About Ameritrade Holding Corporation

Ameritrade Holding Corporation has a 29-year history of providing investment services to self-directed individuals through its brokerage subsidiaries. Ameritrade develops and provides innovative products and services tailored to meet the varying investing and portfolio management needs of individual investors and institutional distribution partners. A brokerage industry leader, Ameritrade, Inc.,(3) a subsidiary of Ameritrade Holding Corporation, was recently recognized as a J.D. Power and Associates Certified Call Center, the first in the financial services industry. For more information, please visit www.amtd.com.

Market volatility, volume and system availability may delay trade executions and account access.

(1) When using Trade Triggers, clients are responsible for keeping sufficient funds or securities in the account to support a trade when activated.

(2) A trailing stop order will not guarantee an execution at or near the activated trailing stop price. Once activated, it competes with other incoming market orders.

(3) Ameritrade, Division of Ameritrade, Inc., Member NASD/SIPC. Ameritrade and Ameritrade logos are trademarks or registered trademarks of Ameritrade IP Company, Inc. (c) 2004 Ameritrade IP Company, Inc. All rights reserved. Used with permission.