Ameritrade Realigns Operations to Strengthen Client-Centric Strategy;

Ameritrade Realigns Operations to Strengthen Client-Centric Strategy; Creates New Client Experience Business Unit and Realigns Operational Functions

    Business Editors

    OMAHA, Neb.--(BUSINESS WIRE)--March 15, 2005--Ameritrade Holding Corporation (Nasdaq:AMTD) today announced it has more firmly aligned the Company's operations with a client-centric strategy, enhancing its ability to expand an already strong offering to all types of investors.
    "For nearly 30 years Ameritrade has stood for innovation, service and empowerment for individual investors. Now, we're taking this commitment to the next level of understanding to better anticipate and meet the needs of our clients," said Joe Moglia, chief executive officer. "The knowledge we gain will steer the development of new products and services, enhancing our value proposition and driving our growth as an organization."
    Ameritrade's client-centric strategy focuses on maintaining an outside-in perspective. This includes establishing an improved insight into the needs of clients and creating appropriate value propositions for active traders, long-term investors and registered investment advisors.

    Executive Appointments

    In order to achieve this, the Clearing and Client Service operations for Private Client and Institutional Client Divisions will combine under one Brokerage Services unit. This group, along with Marketing, will realign in order to support a new unit, the Client Experience Organization, all of which will be reporting to J. Peter Ricketts, EVP and Chief Operating Officer, and will consist of the following:

--	Larry Szczech, a newly appointed Executive Vice President, will hold the position of Chief Client Officer, responsible for the strategic direction of the newly created Client Experience Organization, overseeing client segment activities in addition to the delivery of client driven products and services aimed to provide a superior, value-priced experience. Szczech previously served as Managing Director of Client and Product Strategy, where he managed the integration of product lines through Ameritrade's merger with Datek Online Holdings Corporation. He arrived at the Company in 2002 from Datek, where he was Senior Vice President of Product. Prior to joining Datek, Szczech spent 16 years with the New York Stock Exchange, Inc., and Mincron SBC Corporation.
--	Bryce Engel, a newly appointed Senior Vice President, will hold the position of Chief Brokerage Operations Officer, overseeing the Company's Client Service and Support as well as Clearing operations. Engel was previously Vice President and Managing Director of Clearing where he oversaw all clearing operations including order routing, processing and settlement. Engel has served in a variety of roles during his 10-year tenure at Ameritrade, including the leadership of call center operations and Ameritrade Clearing. Engel also played a lead role in the integrations of Datek Online Holdings Corporation and National Discount Brokers Corporation into the Company.
--	Anne Nelson will continue in her role as Executive Vice President, Chief Marketing Officer, responsible for all marketing strategy including television, print and online advertising, brand management, client marketing, and database management and acquisition activities of the Company. In 2000, Nelson was named one of the Top 100 Advertising Executives by Advertising Age, and one of the Top 10 Marketers by Financial Services Marketing for her efforts with evolving Ameritrade into a master brand. Nelson joined Ameritrade in 1999, previously serving as EVP of marketing for HSBC Bank USA.

    About Ameritrade Holding Corporation

    For nearly 30 years, Ameritrade Holding Corporation has provided investment services to self-directed individuals through its brokerage subsidiaries. Ameritrade develops and provides innovative products and services tailored to meet the varying investing and portfolio management needs of individual investors and institutional distribution partners. A brokerage industry leader, Ameritrade, Inc.,(1) a subsidiary of Ameritrade Holding Corporation, recently received a four-star rating in the 2005 Barron's Review of Online Brokers for its Apex active trader program. For more information, please visit www.amtd.com.

    (1) Ameritrade, Inc., member NASD/SIPC

--30--HB/ms*

CONTACT: Ameritrade Holding Corporation, Omaha Corporate Communications: Katrina Becker, 402-597-8485 kbecker@ameritrade.com or Investor Relations: Dave Pleiss, 402-597-5658 dpleiss@ameritrade.com

KEYWORD: NEBRASKA INDUSTRY KEYWORD: BANKING INTERNET E-COMMERCE MANAGEMENT CHANGES SOURCE: Ameritrade Holding Corporation

Copyright Business Wire 2005