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SECURITIES AND EXCHANGE COMMISSION
WASHINGTON, D.C. 20549
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FORM 8-K
Current Report Pursuant to Section 13 or 15(d) of
The Securities Act of 1934
Date of Report (Date of earliest event reported): September 3, 1997
AMERITRADE HOLDING CORPORATION
(Exact name of registrant as specified in its charter)
<TABLE>
<S> <C>
DELAWARE 47-0642657
(State or other jurisdiction of (I.R.S. Employer
incorporation or organization) Identification Number)
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4211 SOUTH 102ND STREET, OMAHA, NEBRASKA
68127
(Address of principal executive offices)
(Zip Code)
(402) 331-7856
(Registrant's telephone number, including area code)
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ITEM 5. OTHER EVENTS
AmeriTrade Holding Corporation (the "Company") announced on September 3,
1997 that it planned to merge three of its operating subsidiaries into a single
new company. Ceres Securities, K. Aufhauser & Company, Inc., and eBroker are
to be merged into Ameritrade, Inc. which will conduct the discount securities
brokerage businesses which are currently conducted by the separate
subsidiaries. The merger is expected to be completed in October 1997.
On September 3, 1997, the Company issued a press release announcing the
proposed merger which is filed herewith as an exhibit.
ITEM 7. FINANCIAL STATEMENTS, PRO FORMA FINANCIAL INFORMATION, AND EXHIBITS
(c) The following items are filed as exhibits to this report:
Exhibit No. Description
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99 Press release, dated September 3, 1997
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SIGNATURES
Pursuant to the requirements of the Securities Exchange Act of 1934, the
registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.
Dated: September 30, 1997
AmeriTrade Holding Corporation
(Registrant)
/s/ Robert T. Slezak
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Robert T. Slezak
Director, Chief Financial Officer, Vice President and
Treasurer
(Principal Financial and Accounting Officer)
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Exhibit 99
AMERITRADE HOLDING TO CONSOLIDATE, EXPAND SERVICES WITH LAUNCH OF NEW FIRM:
AMERITRADE(R)
OMAHA, Neb., Sept. 3, 1997 -- AmeriTrade Holding Corporation today announced
the coming launch of Ameritrade(R)(Inc.), a technologically advanced,
customer-friendly, deep discount brokerage firm. Three of AmeriTrade Holding's
four discount brokerage firms, Ceres Securities, Inc.(R), K. Aufhauser &
Company, Inc.(TM) and eBroker(R), will join to form the core of the new
company. The advantages and most popular features of each company will be
shared for the benefit of all customers. Ameritrade expects to go live and
online in approximately 4 weeks. ``With one firm, Ameritrade, offering the
best, most popular aspects of three established and respected brokerage firms,
we can further streamline operations, bring more resources to our customers,
and offer them an outstanding value. This move positions us to be the number
one discount brokerage firm for the 21st century,'' said J. Joe Ricketts,
Chairman and CEO of AmeriTrade Holding.
An all-new website designed by AmeriTrade Holding's award winning Internet
Group will debut with the company's launch. Additional research will be made
available. Customers who previously traded only on the Internet will have
additional trading access choices including touch-tone, brokers by phone, and
more.
``Technological advance is occurring as much among our customers as it is in
the software and hardware. Success with several marketing tests-- particularly
our co-branding partnerships--and the growth of online systems as a whole, tell
us that consumers are rapidly gaining experience and confidence with technology
in managing personal finances,'' continued Ricketts.
``We've seen a near doubling of our core discount brokerage accounts in the
past year, and a 300% increase in online business in one year,'' Ricketts
added. ``We have a unique opportunity before us, and we are intensifying our
focus on account growth, particularly online accounts with the Ameritrade
brand.''
The Company expects to benefit from a tight marketing focus to attract
customers, economies of scale made possible by shared technology and knowledge
resources, and the efficiency of a well-organized, flat management structure.
The Company will announce more information as the final organization and
marketing plans are completed.
This press release contains statements that are forward-looking and discusses
plans, expense management and outlook. Any number of conditions may occur which
could materially change expectations. These factors include, but are not
limited to, customer trading activity, changes in technology, shifts in
competitive patterns, decisions with regard to products and services, changes
in revenues and profits, and significant changes in the market environment at
home or abroad.
AmeriTrade Holding Corporation (Nasdaq:AMTD) is a technologically advanced
provider of financial services, primarily discount brokerage, for the
independent investing public and for other financial institutions. In discount
brokerage since 1975, an early AmeriTrade firm was among the first to offer
consumers the benefits of discount securities trading. AmeriTrade Holding
Corporation currently includes Accutrade(R), Inc., (www.accutrade.com), K.
Aufhauser & Company, Inc.(TM) (www.aufhauser.com), Ceres Securities, Inc.(R)
(www.ceres.com), eBroker(R) (www.ebroker.com), and AmeriTrade Clearing, Inc.
After the launch of the new company, AmeriTrade Holding Corporation's
subsidiaries will include: Ameritrade(R) (Inc.) (www.ameritrade.com),
Accutrade(R), Inc. (www.accutrade.com), and AmeriTrade Clearing, Inc.
(www.ameritradeclearing.com).
