DLJdirect, a unit of the New York investment bank Donaldson, Lufkin & Jenrette Inc., unveiled an on-line brokerage effort in the United Kingdom on Tuesday.
DLJdirect UK employs 15 people, a spokeswoman said. The investment bank has had a presence in London since 1974.
DLJdirect is the latest U.S. discount broker to court the developing British market. Charles Schwab & Co., TD Waterhouse Group, and E-Trade Group are already there.
DLJdirect's move is its second overseas venture. In June it launched DLJdirect SFG Securities Inc. in Japan; it was a joint venture with Sumitomo Bank. The company is also considering expanding into Hong Kong, France, and Germany, the spokeswoman said. -- Niamh Ring