E*Trade Announces Super Bowl(R) XLIII Advertisement

NEW YORK, Jan 23, 2009 (BUSINESS WIRE) --
ET | Quote | Chart | News | PowerRating -- E*TRADE FINANCIAL Corp. (NASDAQ: ETFC | Quote | Chart | News | PowerRating) today announced a new 30-second
advertisement featuring its "Talking Baby" will debut during Super Bowl(R)
XLIII, airing on February 1, 2009. Returning to the Game for the third
consecutive year signifies the considerable return on investment
achieved by advertising during the Super Bowl. The acclaimed "Talking
Baby" ad campaign(1), which premiered during Super Bowl(R) XLII,
generated widespread attention and sizable momentum that resulted in
double-digit percent growth in new brokerage accounts immediately
following last year's Game -- and inspired viewers, admirers and
customers to take part in what quickly evolved into an online and
offline phenomenon well after the Game.

"History repeatedly has shown that those who continue to make smart
marketing investments when economic times are uncertain are best
positioned for success when the economy rebounds," said Nicholas A.
Utton, Chief Marketing Officer, E*TRADE FINANCIAL Corp. "That's why, in
this uncertain economic climate, reinforcing the strength of our brand
and value proposition is critical. Our return to the Super Bowl
signifies the strength of E*TRADE's core business and the loyalty and
growth potential of our customer base."

To maximize the Super Bowl investment and appeal to a wide audience
before and after the Game, E*TRADE is leveraging strategic social media
channels. The "Talking Baby" personality will come to life on the Web in
advance of the Super Bowl, building anticipation for the airing of the
commercial. Starting today, E*TRADE's branded channel on YouTube (www.youtube.com/etrade)
will feature an irreverent outtakes video of Baby footage that didn't
make the cut for the final commercial. Consumers can learn more about
the Baby on his Facebook(C) Page (www.facebook.com/home/php#/pages/ETRADE-Baby/45441344525)
and on Twitter(C) (http://twitter.com/etradebaby).

With another large audience expected to tune in to the Super Bowl,
E*TRADE's marketing campaign is geared toward generating considerable
attention before and following game day. The Company expects to continue
to appeal to the mass audience while targeting new business growth for
the core retail franchise.

Grey New York, E*TRADE's advertising agency of record since 2007, will
again create the campaign, which will be executed throughout the year on
television, in print and online. The concept reinforces E*TRADE's
strength as a customer champion by highlighting the innovations that
help liberate retail investors from old fashioned brokerages and banks.
E*TRADE enables consumers to take control of their investments and
savings in an uncertain economy -- taking charge of their own financial
destinies.

"The 'Talking Baby' campaign is an extremely effective component of our
marketing strategy because it immediately engages viewers and hits home
E*TRADE's strengths to our target audience," continued Utton. "We
succeeded in creating something memorable that engages retail investors
in a meaningful way through multiple channels, and more importantly, has
produced significant return on investment."

"E*TRADE has always flown in the face of traditional brokerages," said
Tor Myhren, Chief Creative Officer of Grey New York. "And this little,
financially-savvy, street-wise baby has seemed to really tap a nerve
with more independent investors. He shows that anyone can do it. Seeing
how easy it is for him helps people overcome their fears of what they
perceive as complicated technology."

"Super Bowl" is a registered trademark of the NFL and is used here for
factual purposes only. E*TRADE FINANCIAL Corp. and its affiliates are
not affiliated with the Super Bowl or the National Football League.

YouTube is a trademark of Google Inc.

(1) #1 most viewed Super Bowl ad as measured by TiVo (C) (2008)
#1 Super Bowl spot by Ad Age creative critic Bob Garfield (2008)
One of the most viewed YouTube brand channels, with more than 2.5
million views to date

ABOUT E*TRADE FINANCIAL

The E*TRADE FINANCIAL family of companies provides financial services
including trading, investing and banking for retail and institutional
customers. Securities products and services are offered by E*TRADE
Securities LLC (Member FINRA/SIPC). Bank products and services are
offered by E*TRADE Bank, a Federal savings bank, Member FDIC, or its
subsidiaries.

Important Notice

E*TRADE FINANCIAL, E*TRADE and the E*TRADE logo are trademarks or
registered trademarks of E*TRADE FINANCIAL Corporation. The statements
contained in this news release that are forward-looking are based on
current expectations that are subject to a number of uncertainties and
risks, and actual results may differ materially. The uncertainties and
risks include, but are not limited to, changes in market activity,
anticipated increases in the rate of new customer acquisition, the
conversion of new visitors to the site to customers, the activity of
customers and assets held at the institution, seasonality, macro trends
of the economy in general and the residential real estate market,
instability in the consumer credit markets and credit trends, rising
mortgage interest rates, tighter mortgage lending guidelines across the
industry, increased mortgage loan delinquency and default rates,
portfolio growth, portfolio seasoning and resolution through
collections, sales or charge-offs, the development and enhancement of
products and services, competitive pressures (including price
competition), system failures, economic and political conditions,
changes in consumer behavior and the introduction of competing products
having technological and/or other advantages. Further information about
these risks and uncertainties can be found in the information included
in the annual reports previously filed by E*TRADE FINANCIAL Corporation
with the SEC on Form 10-K (including information under the caption "Risk
Factors") and quarterly reports on Form 10-Q.

(C) 2009 E*TRADE FINANCIAL Corporation. All rights reserved.

SOURCE: E*TRADE FINANCIAL Corp.

E*TRADE FINANCIAL
Media:
Pam Erickson, 617-296-6080
pam.erickson@etrade.com
or
Investor Relations:
Brett Goodman, 646-521-4406
brett.goodman@etrade.com

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