``I think they're onto something,'' he said. ``It's easier to operate than other platforms, the basic trading
information you need is right there and the layout is good.''

By entering the free stock trading business, New York-based BrokerageAmerica is going where others have
failed. But unlike its predecessors, the company is a market-maker that buys and sells shares for investors
and profits from the spread between bidding and asking prices.

Wall Street analysts are skeptical, however.

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