The image of brokers will vary. The Share Centre, for example, has an engaging website (www.share.com) which puts the emphasis on simplicity and domesticity. The home page has a lifelike picture of a cup of steaming coffee and digestive biscuits. The message that dealing is easy is reinforced by a photo of a can of ASDA baked beans. Customers are shown a picture of paint tins and a brush and are told they can give their old PEP a fresh look.
I confess that after perusing this website, I am left with a warm comfortable feeling, much like after strolling down a supermarket aisle with its enticingly arranged display against soft piped music, and the aroma of oven-hot bread.
Oldham says: ‘We are at the populist end of the market. The brand is very important and we try to create investor awareness. We don’t say we are the cheapest for day traders because our service puts the priority on building relationships, but we are in that ballpark.’
