Joe is the founder of onlinediscountbrokerage TD Ameritrade and he presides over the family interests, which include a majority stake in the Chicago Cubs.
Its new Merrill Edge onlinediscountbrokerage will go live on Monday, and it should help the company combat the expanding influence of the likes of Charles Schwab Corp.
Profits at Charles Schwab, the world's largest discount and onlinebrokerage, have plunged 63%, as customers shun trading after being burnt by the stock market slump.