This is the opinion of Lund,one of the founders: Our model is different. We run a lean operation, use the latest technology and rely entirely on word of mouth, guerilla marketing, viral campaigns and public relations to get the message out. As a result we can look at the $2 per trade as the cost of doing business â and still turn a tidy profit Someone will always have to pay the expenses, but two question arise: How much are the REAL expenses? WHO will pay? Future will tell us. One things is suer: the founders of Zecco have two things in common: they have huge amounts of capital they all proved their commercial abilities in the past My conclusion: they might be able to radically change the broker's world, and make some brokers go broke.