Today E*Trade added yet another new feature to its website, the Intelligent Investment Analyzer. It sounds a lot sexier than it is, an eight-question asset-allocation worksheet. But that's the point. E*Trade is using classic marketing techniques to identify customer needs and concerns and design the solutions to address them.

The company's core messages touch on security, maximizing investment returns, minimizing loan rates, and so on. And the messages are delivered with an understated flair. For example, look at the homepage graphic above. It delivers the message in a number of ways including good color, an effective image of an open laptop displaying a colorful pie chart, and copy that emphasizes key benefits:

• Fast: "recommendations in minutes" and "one-click investing"
• Smart: "diversified," "optimizer," and "intelligent"
• Personalized: "custom recommendations"

Who wouldn't be tempted to click through to see what's behind the optimizer? Unfortunately, the questionnaire, powered by Thomson Financial, isn't particularly appealing (click on inset left for a closer view). And once completed, users are required to log in to their E*Trade account to view the "All Star" mutual fund recommendation designed to fit your self-described investment needs. But all in all, it's an excellent lead into the company's mutual fund area.

For more on E*Trade's string of innovations, select "E*Trade" in the topics reachable via the top navigation bar, or click here.

--JB