ING Direct: Considering e-Brokering

ING Direct USA is a direct bank operating in the United States. Launched in September 2000, it offers a small menu of simple banking products available to customers online, via telephone, mail or fax. In September 2001, the global head of ING Direct asked the president of ING Direct USA, if he would consider adding e-brokerage to the portfolio of ING Direct USA's direct banking products. The president of ING Direct USA is approaching the decision to add e-brokerage to the ING Direct USA portfolio with care. He first has to decide if it makes sense to add this new service. If he decides to add it, he has to consider if he will build the capability in-house or purchase an existing player.