E*TRADE Group, Inc. is launching a new brand identity, E*TRADE Financial. The new brand will reflect the company’s evolution into a fully integrated financial services provider. E*TRADE Financial brings together investing, banking, lending planning and advice at www.etrade.com, combined with the Company’s multi-touchpoint and Personalized Digital Financial Media strategies, to offer self-motivated consumers a powerful new financial services experience.

The E*TRADE Financial brand was revealed Sunday, Feb. 3 at Super Bowl XXXVI with a new television advertising campaign. Beginning today, radio and print advertisements will also begin appearing in all major markets throughout
the United States highlighting the new brand identity.

The new E*TRADE Financial television advertisements will also be featured during the 2002 Winter Olympics via various network affiliates throughout the country.