Deep discounter Ameritrade Inc. has teamed up with Yahoo! Inc. to market its Web site on Yahoo!'s finance page.
The alliance, formed this month, lets Yahoo! users link up to a site designed for them at Ameritrade's on-line location, said Joseph A. Konen, president and chief operating officer of Ameritrade Holding Corp.
"In that regard, it's a little deeper than strictly being a hotlink," said Mr. Konen.
Users can retrieve stock quotes, and if they already hold an Ameritrade account, can trade, said a spokeswoman.
The Omaha-based firm already has similar agreements with Microsoft Investor, America Online, and Intuit's Quicken, among others, and is looking at other ways to reach on-line investors, said Mr. Konen.
Ameritrade has about 100,000 on-line investors out of roughly 2.5 million people nationwide who use the Internet to trade their brokerage accounts.