OMAHA, Neb. - 24-May-2004 - Ameritrade Holding Corporation (Nasdaq:AMTD) announced today that Ameritrade, Inc.(1) has been recognized for excellence in client service and process management, based on the J.D. Power and Associates Call Center Certification Program. The Company is among the first organizations to receive this certification.

"Delivering exceptional value and a high standard of service to our clients represents the foundation of Ameritrade," said Pete Ricketts, Chief Operating Officer. "The certification of our call center by J.D Power and Associates exemplifies this commitment to our clients, achieved through the extensive processes we have in place to ensure they have an excellent experience."

J.D. Power and Associates awarded certification to Ameritrade following a random survey of callers to measure their satisfaction with recent interactions with client service representatives. Ameritrade scored well above the threshold for certification in all seven of the survey's categories. This phase of the process occurred after Ameritrade successfully passed an initial audit by J.D. Power and Associates of the call center's recruiting, training, employee incentives, management roles and responsibilities as well as quality assurance. The certification is valid for one year.

About Ameritrade Holding Corporation

Ameritrade Holding Corporation has a 29-year history of providing investment services to self-directed investors through its brokerage subsidiaries. Ameritrade develops and provides innovative products and services tailored to meet the varying investing and portfolio management needs of individual investors and institutional distribution partners. A brokerage industry leader, Ameritrade, Inc, a subsidiary of Ameritrade Holding Corporation, received Forbes "Best of Web" honors. For more information, please visit www.amtd.com.

About J.D. Power and Associates

Headquartered in Westlake Village, Calif., J.D. Power and Associates is an ISO 9001-registered global marketing information services firm operating in key business sectors including market research, forecasting, consulting, training and customer satisfaction. The firm's quality and satisfaction measurements are based on responses from millions of consumers annually.

(1) Ameritrade, Inc., member NASD/SIPC

    CONTACT: Ameritrade Holding Corporation, Omaha
             Corporate Communications:
             Donna Kush, 402-827-8931
             dkush@ameritrade.com
             or
             Investor Relations:
             Dave Pleiss, 402-597-5658
             dpleiss@ameritrade.com
    SOURCE: Ameritrade Holding Corporation

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