AMERITRADE HOLDING CORP
11-K, 2000-06-28
SECURITY BROKERS, DEALERS & FLOTATION COMPANIES
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<PAGE>   1

                                  UNITED STATES

                       SECURITIES AND EXCHANGE COMMISSION

                             WASHINGTON, D.C. 20549

                                    FORM 11-K



(Mark One)

[X]    ANNUAL REPORT PURSUANT TO SECTION 15(d) OF THE SECURITIES EXCHANGE ACT
       OF 1934 FOR THE YEAR ENDED DECEMBER 31, 1999

                                     OR

[ ]    TRANSITION REPORT PURSUANT TO SECTION 15(d) OF THE SECURITIES EXCHANGE
       ACT OF 1934

            For the Transition Period From          to
                                           --------    ---------

                       Commission File Number 0-22163

A.     Full title of the Plan and the address of the Plan, if different from
       that of the issuer named below:

       AMERITRADE HOLDING CORPORATION ASSOCIATES 401(k) PROFIT SHARING PLAN

B.     Name of issuer of the securities held pursuant to the Plan and the
       address of its principal executive office:

                         AMERITRADE HOLDING CORPORATION
                             4211 SOUTH 102nd STREET
                              OMAHA, NE 68127-1031



<PAGE>   2

AMERITRADE HOLDING CORPORATION
ASSOCIATES 401(K) PROFIT SHARING PLAN

TABLE OF CONTENTS
-------------------------------------------------------------------------------


                                                                          PAGES

INDEPENDENT AUDITORS' REPORT                                                1

FINANCIAL STATEMENTS AS OF AND FOR THE YEARS ENDED
  DECEMBER 31, 1999 AND 1998:

     Statements of Net Assets Available for Benefits                        2

     Statements of Changes in Net Assets Available for Benefits             3

     Notes to Financial Statements                                         4-8

SUPPLEMENTAL SCHEDULE AS OF DECEMBER 31, 1999:

  Schedule of Assets Held for Investment Purposes at Year End               9

  Signatures                                                               10

  Independent Auditors' Consent                                            11

Schedules not filed herewith are omitted because of the absence of the
  conditions under which they are required.



<PAGE>   3


INDEPENDENT AUDITORS' REPORT


Ameritrade Holding Corporation
Associates 401(k) Profit Sharing Plan
Omaha, Nebraska

We have audited the accompanying statements of net assets available for benefits
of the Ameritrade Holding Corporation Associates 401(k) Profit Sharing Plan (the
Plan) as of December 31, 1999 and 1998, and the related statements of changes in
net assets available for benefits for the years then ended. These financial
statements are the responsibility of the Plan's management. Our responsibility
is to express an opinion on these financial statements based on our audits.

We conducted our audits in accordance with auditing standards generally accepted
in the United States of America. Those standards require that we plan and
perform the audit to obtain reasonable assurance about whether the financial
statements are free of material misstatement. An audit includes examining, on a
test basis, evidence supporting the amounts and disclosures in the financial
statements. An audit also includes assessing the accounting principles used and
significant estimates made by management, as well as evaluating the overall
financial statement presentation. We believe that our audits provide a
reasonable basis for our opinion.

In our opinion, such financial statements present fairly, in all material
respects, the net assets available for benefits of the Plan at December 31, 1999
and 1998, and the changes in net assets available for benefits for the years
then ended in conformity with accounting principles generally accepted in the
United States of America.

Our audits were conducted for the purpose of forming an opinion on the basic
financial statements taken as a whole. The supplemental schedule listed in the
table of contents is presented for the purpose of additional analysis and is not
a required part of the basic financial statements, but is supplementary
information required by the Department of Labor's Rules and Regulations for
Reporting and Disclosure under the Employee Retirement Income Security Act of
1974. This schedule is the responsibility of the Plan's management. Such
schedule has been subjected to the auditing procedures applied in our audit of
the basic 1999 financial statements and, in our opinion, is fairly stated in all
material respects when considered in relation to the basic financial statements
taken as a whole.



/s/ Deloitte & Touche LLP
-------------------------

June 16, 2000
Omaha, Nebraska


                                       1


<PAGE>   4

AMERITRADE HOLDING CORPORATION
ASSOCIATES 401(K) PROFIT SHARING PLAN

STATEMENTS OF NET ASSETS AVAILABLE FOR BENEFITS
DECEMBER 31, 1999 AND 1998
-------------------------------------------------------------------------------

                                                     1999             1998

ASSETS:

Investments, at fair value (Note 3):
   Ameritrade Holding Corporation Class A
     common stock                                $169,265,906     $ 87,774,624
   Mutual funds                                    51,950,586                -
   Loans to participants                               85,571                -
                                                 ------------     ------------
       Total investments at fair value            221,302,063       87,774,624

Receivables:
   Accrued interest                                         -              378
   Accrued employer contribution                            -        1,032,103
Cash                                                  116,901          108,004
                                                 ------------     ------------
       Total assets                               221,418,964       88,915,109
                                                 ------------     ------------

LIABILITIES:

Note payable (Note 4)                                       -          600,000
Accrued interest payable                                    -            3,867
                                                 ------------     ------------
       Total liabilities                                    -          603,867
                                                 ------------     ------------
NET ASSETS AVAILABLE FOR BENEFITS                $221,418,964     $ 88,311,242
                                                 ============     ============

See notes to financial statements.



                                       2



<PAGE>   5


AMERITRADE HOLDING CORPORATION
ASSOCIATES 401(K) PROFIT SHARING PLAN

STATEMENTS OF CHANGES IN NET ASSETS AVAILABLE FOR BENEFITS
FOR THE YEARS ENDED DECEMBER 31, 1999 AND 1998
-------------------------------------------------------------------------------

                                                     1999             1998

ADDITIONS TO NET ASSETS ATTRIBUTED TO:

   Investment income:
       Net appreciation of fair value of
           investments (Note 3)                  $393,634,395     $ 47,111,023
       Mutual fund dividends and
           gain distributions                       1,454,334           10,566
       Interest income                                776,275           17,660
                                                 ------------     ------------
              Net investment income               395,865,004       47,139,249

   Contributions:
       Participant contributions                    3,104,187                -
       Employer contributions                               -        1,032,103
                                                 ------------     ------------
              Total contributions                   3,104,187        1,032,103
   Other additions                                          -              530
                                                 ------------     ------------
              Total additions                     398,969,191       48,171,882

DEDUCTIONS FROM NET ASSETS ATTRIBUTED TO:
   Distributions to plan participants             270,523,564        2,266,602
   Administrative fees (Note 5)                       237,358                -
   Interest expense                                     8,337           29,508
                                                 ------------     ------------
              Total deductions                    270,769,259        2,296,110

TRANSFER OF NET ASSETS FROM AMERITRADE HOLDING
   CORPORATION ASSOCIATES 401(k) PLAN (Note 7)      4,907,790                -

NET INCREASE                                      133,107,722       45,875,772

NET ASSETS AVAILABLE FOR BENEFITS:
   Beginning of year                               88,311,242       42,435,470
                                                 ------------     ------------
   End of year                                   $221,418,964     $ 88,311,242
                                                 ============     ============

See notes to financial statements.


                                       3



<PAGE>   6


AMERITRADE HOLDING CORPORATION
ASSOCIATES 401(K) PROFIT SHARING PLAN

NOTES TO FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 1999 AND 1998
-------------------------------------------------------------------------------


1.    DESCRIPTION OF PLAN

      The following description of the Ameritrade Holding Corporation Associates
      401(k) Profit Sharing Plan (the Plan) (formerly the Ameritrade Holding
      Corporation Associates Profit Sharing Plan) provides only general
      information. Participants should refer to the Plan document for a more
      complete description of the Plan's provisions.

      GENERAL - The Plan is a defined contribution profit-sharing and 401(k)
      plan covering employees of Ameritrade Holding Corporation (the Company)
      who meet eligibility requirements. The Plan covers employees who are 21
      years old. The Plan is subject to the provisions of the Employee
      Retirement Income Security Act of 1974 (ERISA), as amended.

      CONTRIBUTIONS - Participants may contribute up to 15% of their
      compensation on a salary deferral basis, subject to limitations specified
      in the Internal Revenue Code. The Company makes matching contributions to
      the Plan at its discretion. No discretionary contributions were made
      during the year ended December 31, 1999.

      PARTICIPANT ACCOUNTS - Each participant account is credited with the
      participant's contributions, the Company discretionary contribution (if
      any) and an allocation of the Plan's earnings, and charged with an
      allocation of administrative fees. The benefit to which a participant is
      entitled is the benefit that can be provided from the participant's vested
      account.

      INVESTMENT OPTIONS - Participants may direct contributions into one or
      more of the following investment options:

        Ameritrade Holding Corporation Class A Common Stock - The Fund invests
        primarily in shares of Ameritrade Holding Corporation Class A Common
        Stock.

        American Independence Money Market Fund - The Fund invests in a variety
        of U.S. dollar-denominated short-term obligations to present minimal
        credit risks.

        Federated Max Cap Institutional Fund - The Fund invests in a portfolio
        of stocks approximately reflecting the composition of the S&P 500 Index.

        Federated Stock Fund - The Fund invests in a diversified portfolio of
        blue chip stocks, which are issued by high quality companies that appear
        to be temporarily undervalued.

        Franklin Small Cap Growth Fund - The Fund invests in equity securities
        of small-cap growth companies that management believes have the greatest
        potential for significant appreciation. Specifically, it targets small,
        emerging companies whose stocks are selling at undervalued prices.


                                       4


<PAGE>   7



        Lazard International Equity Fund - The Fund invests in equity securities
        of issuers based outside the United States. Primary emphasis is placed
        on undervalued securities with above average earnings growth
        expectations. The Fund may also invest in fixed income and money market
        instruments.

        MAS Advisor Mid Cap Growth Fund - The Fund invests primarily in common
        stocks of smaller and medium size companies which are deemed to offer
        long-term growth potential.

        Templeton Developing Markets Fund - The Fund invests in equity
        securities in countries with developing markets. The Fund will maintain
        investments in at least three developing markets. The securities in the
        portfolio may include common and preferred stocks, warrant of rights,
        and sponsored and unsponsored depository receipts.

        PIMCO Total Return Bond Fund - The Fund invests at least 65% of assets
        in debt securities, including U.S. government securities, corporate
        bonds, and mortgage-related securities. It may invest up to 20% of
        assets in securities of assets in securities denominated in foreign
        currencies.

        NestEgg 2000 Fund - The Fund seeks total return for investors with an
        investment horizon such as retirement in approximately the year 2000.
        The Fund uses an asset allocation approach, investing in three assets
        classes: stocks, bonds, and cash. The assets mix will gradually turn
        more conservative as the Fund nears its horizon date.

        NestEgg 2010 Fund - The Fund seeks total return for investors with an
        investment horizon such as retirement in approximately the year 2010.
        The Fund uses an asset allocation approach, investing in three assets
        classes: stocks, bonds, and cash. The assets mix will gradually turn
        more conservative as the Fund nears its horizon date.

        NestEgg 2020 Fund - The Fund seeks total return for investors with an
        investment horizon such as retirement in approximately the year 2020.
        The Fund uses an asset allocation approach, investing in three assets
        classes: stocks, bonds, and cash. The assets mix will gradually turn
        more conservative as the Fund nears its horizon date.

        NestEgg 2030 Fund - The Fund seeks total return for investors with an
        investment horizon such as retirement in approximately the year 2030.
        The Fund uses an asset allocation approach, investing in three assets
        classes: stocks, bonds, and cash. The assets mix will gradually turn
        more conservative as the Fund nears its horizon date.

        NestEgg 2040 Fund - The Fund seeks total return for investors with an
        investment horizon such as retirement in approximately the year 2040.
        The Fund uses an asset allocation approach, investing in three assets
        classes: stocks, bonds, and cash. The assets mix will gradually turn
        more conservative as the Fund nears its horizon date.

      VESTING - Company contributions and earnings thereon vest 20% after the
      second year of continuous service and vest an additional 20% each year,
      with 100% vesting occurring for all participants after six years of
      service. Participants immediately vest in their contributions plus actual
      earnings thereon.

      PARTICIPANT LOANS - Participants may borrow from their fund accounts up to
      a maximum of 50% of their account balance. The loans are secured by the
      balance in the participant's account and bear interest at prime plus one
      percent determined as of the date of the loan. Principal and interest is
      paid ratably through payroll deductions.



                                       5


<PAGE>   8


      PAYMENT OF BENEFITS - On termination of service, a participant may elect
      to receive either a lump-sum payment or installment payments.

      FORFEITED ACCOUNTS - Forfeited accounts are allocated to the participants
      remaining in the Plan.

2.    SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

      BASIS OF ACCOUNTING - The accompanying financial statements are prepared
      on the accrual basis of accounting.

      INVESTMENT VALUATION - Investments are valued as follows:

        -    Ameritrade Holding Corporation Class A Common Stock - The Class A
             common stock is stated at fair value as determined by quoted market
             prices.

             The Company effected two-for-one stock splits in August 1998 and
             February 1999 and a three-for-one stock split in July 1999. All per
             share amounts presented have been adjusted for these splits.

        -    Mutual Funds - Mutual funds are stated at fair value as determined
             by quoted net asset value.

        -    Participant Loans - Loans to participants are carried at the
             principal amount outstanding, which approximates fair value. The
             loans mature from December 2000 to December 2004 and bear interest
             at 9.25%.

      INCOME RECOGNITION - Security transactions are recorded as of the trade
      date. Dividends are recorded on the ex-dividend date.

      Net appreciation (depreciation) in fair value of investments is determined
      using the beginning of the year fair value or purchase price if acquired
      during the year.

      ADMINISTRATIVE COSTS - The Company pays certain administrative costs for
      the Plan. Only costs paid by the Plan are reflected in the Plan's
      financial statements.

      PAYMENT OF BENEFITS - Benefits are recorded when paid.

      USE OF ESTIMATES - The preparation of financial statements in conformity
      with accounting principles generally accepted in the United States of
      America requires management to make estimates and assumptions that affect
      the reported amounts of assets, liabilities, and changes therein, and
      disclosure of contingent assets and liabilities. Actual results could
      differ from those estimates.



                                       6



<PAGE>   9

3.    INVESTMENTS

      The following table presents investments as of December 31, 1999 and 1998.
      Investments that represent 5% or more of the Plan's net assets are
      separately identified.

                                                     1999             1998
        INVESTMENTS AT FAIR VALUE:

          Investments at fair value as
           determined by quoted market price:
             Ameritrade Holding Corporation
                Class A common stock(1)(2)       $169,265,906     $ 87,774,624
             Intrust Money Market Fund(1)          17,096,712                -
             PIMCO Total Return Bond Fund(1)       12,314,211                -
             Federated Max Cap Institutional
                Fund(1)                             5,720,264                -
             Franklin Small Cap Growth Fund(1)      4,868,552                -
             Other                                 12,036,418                -
                                                 ------------     ------------
                                                 $221,302,063     $ 87,774,624
                                                 ============     ============

      During 1999 and 1998, the Plan's investments (including investments
      bought, sold and held during the year) appreciated in value by
      $393,634,395 and $47,111,023, respectively, as follows:

                                                     1999             1998
        NET CHANGE IN FAIR VALUE:
          Investments at fair value as
            determined by quoted market price:
             Ameritrade Holding Corporation
                Class A common stock             $391,483,524     $ 47,022,120
                Mutual funds                        2,150,871           88,903
                                                 ------------     ------------
                   Net Appreciation in Fair
                       Value of Investments      $393,634,395     $ 47,111,023
                                                 ============     ============

        (1) Exceeds 5% of net assets available for benefits.
        (2) Employer directed in 1998.

4.    NOTE PAYABLE

      At December 31, 1998, the Plan had a $600,000 note payable to a bank, due
      April 30, 1999, with interest paid monthly at a variable rate (7.25% at
      December 31, 1998). The note was collateralized by 100,000 shares of
      Ameritrade Holding Corporation Class A common stock. The note was paid in
      full during the year ended December 31, 1999.

5.    PARTIES-IN-INTEREST

      The Plan holds shares of Ameritrade Holding Corporation Class A common
      stock. Intrust Bank, N.A. serves as the Trustee of the Plan whose funds
      are invested in certain Intrust Bank N.A. investment funds. In addition,
      certain administrative fees are paid to Intrust Bank N.A. Although these
      situations result in party-in-interest transactions, none of the
      transactions qualify as prohibited transactions.



                                       7


<PAGE>   10

6.    TAX STATUS

      The Plan is a prototype standardized profit sharing plan with cash or
      deferred arrangement. The Prototype Plan obtained a tax determination
      letter dated September 1998, in which the Internal Revenue Service stated
      that the Plan, as then designed, was in compliance with the applicable
      requirements of the Internal Revenue Code. The Plan has been amended since
      the prototype plan received the determination letter. Plan management
      believes that the Plan is in compliance with the applicable requirements
      of the Internal Revenue Code. Therefore, no provision for income taxes has
      been included in the Plan's financial statements.

7.    PLAN MERGER

      Effective July 1, 1999, the Ameritrade Holding Corporation Associates
      401(k) Plan was merged into the Ameritrade Holding Corporation Associates
      Profit Sharing Plan. As a result of the merger, the trustee of the Plan
      was changed from J. Joe and Marlene Ricketts to Intrust Bank, N.A. The net
      assets of the Ameritrade Holding Corporation Associates 401(k) Plan,
      amounting to $4,907,790 at July 1, 1999, were transferred to the
      Ameritrade Holding Corporation Associates 401(k) Profit Sharing Plan.





                                       8

<PAGE>   11

AMERITRADE HOLDING CORPORATION
ASSOCIATES 401(k) PROFIT SHARING PLAN

SUPPLEMENTAL SCHEDULE
SCHEDULE OF ASSETS HELD FOR INVESTMENT PURPOSES AT YEAR END
DECEMBER 31, 1999
-------------------------------------------------------------------------------

            COLUMN B                       COLUMN C                 COLUMN E

                                  DESCRIPTION OF INVESTMENT
                                     INCLUDING COLLATERAL,
 IDENTITY OF ISSUE, BORROWER,     RATE OF INTEREST, MATURITY         CURRENT
   LESSOR OR SIMILAR PARTY        DATE, PAR OR MATURITY VALUE         VALUE

*Ameritrade Holding Corporation     Class A common stock,
                                      7,804,768 shares            $169,265,906
 American Advantage Funds           American Independence
                                      Money Market Fund,
                                      2,013 shares                       2,013
*Intrust Bank N.A.                  Intrust Money Market Fund
                                      17,096,712 shares             17,096,712
 Federated Investors, Inc.          Federated Stock Fund,
                                      102,719 shares                 3,706,092
 Federated Investors, Inc.          Federated Max Cap.
                                      Institutional Fund
                                      190,866 shares                 5,720,264
 Franklin Resources, Inc.           Franklin Small Cap Growth
                                      Fund, 110,323 shares           4,868,552
*Intrust Bank N.A.                  Nestegg 2000 Fund, 538 shares        5,437
*Intrust Bank N.A.                  Nestegg 2010 Fund,
                                      139,652 shares                 1,487,292
*Intrust Bank N.A.                  Nestegg 2020 Fund,
                                      35,233 shares                    393,550
*Intrust Bank N.A.                  Nestegg 2030 Fund,
                                      21,865 shares                    251,667
*Intrust Bank N.A.                  Nestegg 2040 Fund,
                                      28,542 shares                    342,508
 Lazard Feres & Co.                 Lazard International Equity
                                      Fund, 142,999 shares           2,471,029
 Mass Mutual                        MAS Advisors Mid Cap Growth
                                      Fund, 103,551 shares           3,210,071
 Franklin Resources, Inc.           Templeton Developing Markets
                                      Fund, 5,201 shares                81,188
 PIMCO Advisors, L.P.               PIMCO Total Return Bond Fund
                                      1,243,860 shares              12,314,211
*Loans to Participants              Maturing from December 2000
                                      to December 2004, interest
                                      at 9.25%                          85,571
                                                                  ------------
                                                                  $221,302,063
                                                                  ============


*Represents a party-in-interest



                                       9


<PAGE>   12

                                   SIGNATURES

Pursuant to the requirements of the Securities Exchange Act of 1934, the members
of the Ameritrade Holding Corporation Associates 401(k) Profit Sharing Plan
Employee Benefit Plan Administrative Committee have duly caused this report to
be signed on its behalf by the undersigned hereunto duly authorized.

                         AMERITRADE HOLDING CORPORATION
                      ASSOCIATES 401(K) PROFIT SHARING PLAN





Date June 27, 2000                  By /s/ J. Randy MacDonald
     -------------------               ----------------------------------------
                                       J. Randy MacDonald
                                       Ameritrade Holding Corporation
                                       Chief Financial Officer





                                       10



<PAGE>   13


INDEPENDENT AUDITORS' CONSENT



We consent to the incorporation by reference in Registration Statement No.
333-40633, 333-40631 and 333-77573 of Ameritrade Holding Corporation on Form S-8
and Registration Statement No. 333-87999 on Form S-3 of our report dated June
16, 2000 appearing in the Annual Report on Form 11-K of the Ameritrade Holding
Corporation Associates 401(k) Profit Sharing Plan for the year ended December
31, 1999.



/s/DELOITTE & TOUCHE LLP




Omaha, Nebraska
June 26, 2000



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