Financial services broking firm Bell Direct intends to position itself as one of the top three online trading players in Australia, according to its new chief executive.
As part of its plan the group will roll out a number of new products in the coming months, Bell Direct chief executive Arnie Selvarajah said.
"We have achieved a great deal in our first six months of trading, and have already proved that we are by far the most innovative company in the market," Selvarajah said.
"To reinforce that, we will be introducing a raft of new products and services in the coming months, all designed to offer our customers the most advanced, customer-friendly share trading and wealth creation platform in Australia," he said.
Earlier this year Bell Direct rolled out SMS share trading. The mobile phone trading option costs 55 cents per SMS. Bell Direct's existing online brokerage price is $15 per trade.
Bell Direct launched late last year and the company caused a stir in January when it went up against larger rivals, CommSec and ETrade to bid for Sanford Securities clients.
Late last year CommSec's parent, the Commonwealth Bank bought wealth management and broking group IWL, which included Sanford.
Bell Direct is the broking arm of listed financial services group Bell Financial.
