Strengths:

1) Popular brand, 4th biggest in the country

2) 30,000 FAs, big work force
3) Easily accessible workforce after training
4) Great customer service, customer focused products
5) Consistently ranked high on great working environment

Weakness:

1) Limited products, focused on small individual size family/businesses

2) Struggling with incorporation of Etrade
3) Location cost for physical store locations. Difficult to shift/or scale
4) Training period for FA

Threats

1) No existing market/access to $500,000 value accounts

2) Little loyalty for lower-level range employees to convert to other companies
3) Internet allow people to do their own research and manage their own asset

Opportunities:

1) International expansion
2) High interest for other segments such as Hispanics and Asians
3) Expanding to other financial services

Porter 5 Forces

Customers-

Suppliers

Barrier of Entry

Substitutes

Rivalry