ARLINGTON, Va .– () – E * TRADE Financial Holdings, LLC today announced its return to the Super Bowl with a 30-second spot in the second quarter of the game entitled “Workout”. After the many challenges in 2020, consumers want to take back control in 2021, especially when it comes to their finances.

“With consumers moving at a record pace, there is an emerging segment of investors who want their financial futures in their own hands but may not know exactly how to get started,” said Alice Milligan, general manager of marketing and digital design experience at E * TRADE Financial. “Meeting customers right where they are on their investment journeys and offering intuitive and easy-to-use tools and experiences has never been more important. With this campaign, we want to let the world know that E * TRADE is helping to build solid financial habits and instilling long-term trust for digitally oriented investors. ”

The Super Bowl spot builds on the findings that emerged from E * TRADE’s tracking study with experienced investors.

  • Almost two-thirds (63%) of investors think they could do better financially

  • While more than two in five (42%) of investors say they have spent more time on their portfolios in the past three months, nearly half (49%) say that financial jargon hinders their ability to invest

  • One in three investors (33%) say their financial solution for 2021 is to use online tools more often to make sure they are adequately diversified and on track to meet the goals

“In view of the challenges of the past year, consumers are looking for trust and personal responsibility – especially with regard to their finances,” said Andrea Zaretsky, Managing Director and Chief Marketing Officer of E * TRADE Financial. “We hope to use ‘workout’ to get consumers to step off the bank and take responsibility for their investment lives with E * TRADE. While disrespect has long been part of our brand DNA, this year more than most in the world seeks joy and optimism. With this lens, we want to show investors that they have the resources to boost their finances and stay on track. ”

Details about the Super Bowl LV spot:

  • The 30-second ad, “Workout,” will air Super Bowl LV in the second quarter and will air on CBS

  • The spot was created with the advertising agency of E * TRADE, MullenLowe US

  • Visit E * TRADE’s Youtube Page to see the new ad after it aired during the Super Bowl

E * TRADE aims to improve the financial independence of traders and investors through a powerful digital offering and professional advice. For more information on E * TRADE’s trading and investment platforms and tools, please visit

Follow the company on Twitter to see teasers of the upcoming spot and other pre-game activations, and for useful information on trading and investing from E * TRADE. @ETRADE.

  1. In 2020, Morgan Stanley reported that E * TRADE had a record 952,000 DARTs (Daily Average Revenue Trade), with 2019 DARTs standing at 291,000

About the survey data

The survey was conducted January 1-7, 2021 of an online U.S. sample of 904 self-managed active investors who manage at least $ 10,000 in an online brokerage account. The survey has an error rate of ± 3.20 percent with a confidence level of 95 percent. It was used and maintained by Dynata. The panel is divided into thirds of active (trading more than once a week), swing (trading less than once a week but more than once a month) and passive (trading less than once a month). The panel is made up of 60% men and 40% women and is evenly distributed across online brokers, geographic regions and age groups.

About E * TRADE Financial Holdings, LLC and Important Notices

E * TRADE Financial Holdings, LLC and its subsidiaries provide financial services to retail customers, including brokerage and banking products and services. Securities products and services are offered by E * TRADE Securities LLC (member FINRA / SIPC). Commodity futures and options on futures products and services are offered by E * TRADE Futures LLC (member of NFA). Managed account solutions are offered by E * TRADE Capital Management, LLC, a registered investment advisor. Banking products and services are offered by E * TRADE Bank, and RIA deposit solutions are offered by E * TRADE Sparkasse, both of which are national federal savings banks (FDIC members). For more information, see

The information provided here is for general informational purposes only and should not be viewed as investment advice. Past performance does not guarantee future results.

E * TRADE Financial, E * TRADE and the E * TRADE logo are registered trademarks of E * TRADE Financial Holdings, LLC. ETFC-G

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