Three of the top-four American online discount stock brokers are in talks about deals with each other, according to American newspaper reports.

E-Trade Financial Corp. (NYSE:ET) had made an unsolicited bid for AmeriTrade Holding Corp. (NASDAQ: AMTD), which in turn was in talks about making an offer for Canadian-owned TD Waterhouse Group Inc., the Wall Street Journal and the New York Times reported Monday.

The newspapers said E-Trade last week wrote to AmeriTrade with an indicative price per share it would be prepared to pay. Both reports cited unnamed sources.




The Times said E-Trade was prepared to pay more than $.5.5 billion for AmeriTrade, whose shares temporarily jumped 21 per cent on the news on Monday.

The two brokers' market values were almost equal at about $4.4 billion US and $4.55 billion US, respectively, on Friday. On Monday, after news of the approach broke, E-Trade was worth $4.7 billion, while AmeriTrade's value had risen to $5.4 billion.

TD Waterhouse is owned by TD Bank (TSX:TD), which has said in the past that it was looking for a partner for its online brokerage business. TD Waterhouse held talks last year with both E-Trade and AmeriTrade, but these foundered when TD Bank insisted on retaining operating control of the merged units.

None of the three brokerages, the three largest in the market after Charles Schwab, commented on the reports.

Analysts say the sector is ripe for consolidation, having slumped after the 1990s stock market bubble finally burst in March 2000. The equity markets slump brought on fierce competition on price and incentives hitting the brokerages' profits. In many cases, trading commissions have fallen below $10 US.

E-Trade has about three million customers, while AmeriTrade has close to 3.7 million customers.

AmeriTrade shares rose $2.11 US, or almost 19 per cent, to $13.42 US on the Nasdaq. E-Trade added 69 cents US to $12.62 US on the New York Stock Exchange, while TD Bank shares gained 50 cents to $51.14 on the Toronto Stock Exchange.