I can't see how we don't have more options by now. DirectBroking and ASB have been the only two online brokers available for as long as I can remember. This has resulted in fees staying the same ($30) per transaction for a very basic service - pretty much for executing orders. While in Australia they have multiple options where brokerage ranges from $9.95 to $19.95, the more expensive option being via Commsec where you also get a comprehensive suite of software for live charting and news which make it worth paying more.

Reminds me of the Telecom/Vodafone duopoly before 2Degrees came in.