E*Trade raises its rates for customers -- desperation?


A good rule of the thumb for investors is not to own shares in desperate companies. Desperate companies do desperate things, and acts of desperation are often detrimental to the creation of shareholder value.

Less than a week after selling $3 billion worth of asset-backed securities for about 30 cents on the dollar, E*Trade (NASDAQ: ETFC) is hiking the yields on its savings account and short-term CDs. According to The Wall Street Journal, "For savers, E*Trade's move presents an opportunity to take advantage of rates that are among the highest available on short-term deposit accounts and are several percentage points above national averages."

And now, ladies and gentleman, the greatest PR spin of the month, courtesy of Jarrett Lilien, E*Trade's acting chief executive. She told the Journal that "it was a great opportunity to give a thank you to our loyal customers in the face of a difficult time like the last couple of weeks".

Right -- but what about the shareholders who will see the higher rates paid right out of what's left of E*Trade's equity?

There's only one good explanation for this move: E*Trade is still desperate for cash, and is willing to throw money at customers to keep itself afloat.

Why hasn't E*Trade been sold yet? According to the USA Today, "Both Schwab and Ameritrade had been circling E*Trade about a possible deal, but the chief executives of both brokerages said they were not interested in touching the company's banking assets. Lilien said E*Trade was not interested in being split up, and that the overall business was in fine shape."

E*Trade had tried to spin the Citadel infusion as a temporary thing to allow the company to take more time to evaluate sale and merger opportunities. But this latest move sheds a bit more light and leads me to only one conclusion: E*Trade won't be able to find a buyer at an attractive price, and its efforts to keep itself afloat, like paying usurious interest rates to keep its customers there, will only destroy more shareholder value.

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