“When you take a bull market and juice it with zero commission trading, we can expect it to generate interest among retail accounts. That, it did,” said Jason Goepfert, president of Sundial. “Retail traders have become manic.”
Individual investors were seen as indifferent participants for much of the 11-year bull market. No more. The latest leg of their emergence times closely with October, when E*Trade, Charles Schwab and TD Ameritrade slashed commission fees to zero. Not that it’s firm proof of anything, but since the start of that month, the S&P 500 is up 13% and the Nasdaq 100 has surged 24%.
Conversations with a handful of clients found lots of praise for zero-commission trades but mostly conservative purchases -- index funds and blue chips. Matt Hermansen, 23, who works for a concrete company in Oakland, California, said the absence of fees makes him more willing to trade.
“I’ll invest smaller amounts. Before I never really invested anything less than $1,000, $500 minimum,” he said in a phone interview. “Now if I have enough to buy an extra share, I’ll do it. I’ll do like $300.”
Welcome back! Remember Caveat Emptor! Retail investors have been absent for the majority of this bull market because they did not have the financial wherewithal to participate. Zero fee trading and accelerating trends are exactly the kind of combination that spurs retail interest in the stock market. Concurrently, low interest rates, the mortgage refinancing boom that began in Q4 and full employment mean retail investors increasingly have the available cash to participate. The downside is the return of retail investors, in force, is a late cycle phenomenon.Click HERE to subscribe to Fuller Treacy Money Back to top