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SogoInvest.com

There is a brand new discount broker in town - SogoInvest.com. Mentioned in the Wall Street Journal, this broker presents an interesting opportunity for a few reasons.

Automatic Investing Broker King?
It’s obvious that this broker has buy-and-hold automatic brokers like ShareBuilder as one of its targets. It offers the same no minimums and easy dollar-cost-averaging via fractional shares and automatic weekly investing. But it’s cheaper. At the most basic plan, it offers $3 automatic trades vs. $4 at ShareBuilder. And whereas ShareBuilder charges $14.95 for real-time market trades, SogoInvest charges the same low $3. Nice.

If you want a lot of auto trades, you can get 15 free for $15/month, plus only $1 more for each additional one. Real-time trades are then only $1.50. However, if you truly want to “build your own mutual fund” with more than 20 stocks, FolioFN still offers 200 automatic trades per month, for $20/month or $200 a year.

Overall Discount Broker King?
Looked at another way, SogoInvest is just another really cheap discount broker. $3 a for market/limit orders is pretty solid. As an introductory offer, new signups at Sogo get $1 trades (both real-time and automatic) for 90 days. Note that IRAs are currently not available. A good question would be what kind of features they offer and how they compare with other brokers with trades in the $5-$7 range.

Still, I wouldn’t say they are the hands-down cheapest. MB Trading which still offers trades starting at only $1 (100 shares or less). Depending on your trading behavior, MB Trading or the similar Interactive Brokers might be cheaper.

I think that Sogo offers a great alternative to ShareBuilder but, as a discount broker I’d weigh all the options first.

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