E Trade Financial

E*TRADE FINANCIAL Corporation (NYSE: ET) announced the launch of its E*TRADE Complete Protection Guarantee, providing complete fraud coverage, as well as complete bill payment protection and complete privacy protection to all customers, effective immediately. The E*TRADE Complete Protection Guarantee extends the company's stringent physical, electronic and procedural safeguards to further protect customers in the event of online theft committed via unauthorized access to a customer's investing, cash management or lending account.

The vast majority of online identity theft and fraud perpetrated against consumers occurs through unauthorized access to personal computers - primarily when consumers fail to secure their computers with anti-virus software, firewalls and anti-spyware. A study released today by Insight Express, commissioned by E*TRADE FINANCIAL, finds that 77% of Americans believe their financial institution holds primary responsibility - or responsibility equal to the customer - for taking security measures to protect a customer's assets. However, many consumers do not recognize that they may be responsible for losses incurred when thieves strike. A report published by industry research firm Gartner, Inc. notes, "Unlike banks, brokerage accounts aren't protected by Federal Deposit Insurance Corporation and Regulation E rules, which typically ensure that consumers get their money back."

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