There's much to learn about the online brokerage industry. Unfortunately, many investors learn this the hard way.

With so many options available, choosing the right broker is as crucial as making the right investment.

For years, investors were accustomed to paying $9.95 or higher per trade based on their account equity or trade activity. However, those days have come to an end.

When evaluating brokers, keep these factors in mind:

* How fast can the broker execute my trade?

* What type of technology does the broker use?

* What level of customer service does the broker provide?

* How much will the broker charge me per trade?

The competitive nature of the new online trading industry has led to lower commission rates for all investors. While well-known brokers such as Ameritrade or ETrade are still charging around $10 per trade, smaller firms can charge less than $3.

Investors willing to look beyond the industry leaders also may find that smaller brokers, such as RushTrade, have more to offer in other areas, including customer service, order routing and trading technology.

RushTrade has made a name for itself as a leader among online brokers when it comes to fast, reliable trading and customer service. With the increase in competition among online brokers, RushTrade has structured its commissions to attract every type of investor.