Popular online brokerage - NYT Crossword Clue

Introduction

Today's clue, "Popular online brokerage," is a classic example of a brand name entry that frequently appears in modern crossword puzzles. It's a straightforward, definition-style clue that relies on the solver's general knowledge of contemporary companies, particularly in the financial sector.

Clue Analysis

The clue can be broken down into two key parts:

• "Popular": This indicates that the answer is a well-known, mainstream company, not an obscure or niche one. This helps narrow down the possibilities significantly.
• "Online brokerage": This is the core definition. It points directly to a firm that allows individuals to buy and sell stocks, bonds, and other securities over the internet.

The combination of these two parts leads us to a list of major players in the financial technology (fintech) space. The answer will be one of the most recognizable names in this field.

Thinking Approaches

When you encounter a clue like this, there are a few ways to approach it:

1. Brainstorming: The most direct method is to list the major online brokerages you can think of. Names like Charles Schwab, Fidelity, Robinhood, and the answer to this clue should come to mind. You can then test these against any crossing letters you've already filled in.

2. Pattern Recognition: The answer is a common piece of crossword fill due to its friendly letter combination (alternating vowels and consonants). If you have a few letters, like an 'E' at the beginning and a 'D' near the end, the answer might click into place.

3. Contextual Clues: Think about the history of online services. The answer was one of the very first companies to make stock trading accessible to the general public via the web, and its name reflects this electronic nature. The 'E' at the beginning is a huge hint, often standing for "electronic" (think eBay, email).

Background Context

The company in question, E*TRADE, was founded in 1982 and was a pioneer in the world of online investing. It played a significant role in shifting stock trading from something done exclusively through professional brokers to an activity accessible to anyone with an internet connection.

The company became a household name not just for its services but also for its memorable advertising campaigns, particularly the "ETRADE Baby" commercials that ran during the Super Bowl for several years. In 2020, ETRADE was acquired by the investment banking giant Morgan Stanley.

Conclusion

This clue serves as a great example of how contemporary general knowledge is essential for modern crosswords. It's a fair and direct clue that rewards solvers for being familiar with major brands that shape our daily economic lives. Its commonality in puzzles makes it a good entry to remember for future solves.

Hints

1. Hint 1: This company was a pioneer in offering stock trading services to the public over the internet.
2. Hint 2: Its name is a portmanteau, combining a letter representing 'electronic' with a word for commerce or business.
3. Hint 3: The company was known for its memorable Super Bowl commercials, often featuring a talking baby.
4. Hint 4: The first letter of its name is also the first letter of 'electronic'.

The answer is ETRADE.