It's not some kind of candy, it's a website offering commission-free trades, relying on interest on deposits and ad revenue to cover the $2/trade cost, and relying on
news stories and
word of mouth to gain customers. There are some limitations, however, like only 10 trades in one day, or 40 in a month ($3.50 for each trade above that).
Why choose Zecco for
magic formula investing? First, let's review the magic formula itself. It requires you to buy 5-7 stocks every 2 or 3 months, and sell them about a year after purchase (sell losses before the year is up, and gains after a year, for tax purposes). This gives you 60 buys and sells in one cycle. When you sell, you're also going to be buying the same number of stocks to replace the ones you sold, so once you get started, you have months with 10-14 transactions occurring every 2-3 months.
Running the numbers with
Sharebuilder, you can buy 6 stocks in a month for $12, with the standard subscription, which isn't too bad. But to sell those 6 stocks a year later will cost you $14.95/each, or $89.70. If you time your purchases to 5 months with 6 buys per month, you'll incur $12 X 5 = $60 for the purchases, and 30 X $14.95 = $448.50 for the sales, for a grand total of $508.50. I don't know about you, but that isn't an inconsequential amount of money for me. Foliofn and other similar sites will cost similar amounts, due to the monthly fees.
What about Tradeking, with $4.95 trades? That will still run you almost $300 for 60 trades, or $50-$70 every 2-3 months. It's hard to beat free.