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At 0.82, Apple Books and Audi (social) sit nearly tied at the top of E*TRADE's neighbor set — an entertainment platform and a luxury auto brand forming two distinct poles that together define the shape of this audience.
The two-peak structure is clear: Apple Books (0.82) and Audi (social) (0.81) are separated by less than 0.003, yet they represent entirely different subcategories — Entertainment Platforms and Auto — neither of which is Finance. The next closest neighbor, Bitcoin Magazine (0.79), is a Magazine, and Invesco US (0.78) is the first Finance subcategory match to appear. Rounding out the top five, Amazon News (0.74) and Google Cloud Platform (0.74) are both Technology. Of the full top 10, only Invesco US and Nasdaq (0.73) share E*TRADE's Finance subcategory — two out of ten. The remaining eight span Entertainment Platforms, Auto, Magazines, Technology, and News Publishers. That cross-kind composition is the dominant structural fact here: the audience E*TRADE draws looks less like a finance-only crowd and more like one that bridges premium consumer tech and aspirational lifestyle brands, with finance peers appearing only at the edges of the top 10.
The two-peak shape — anchored by an entertainment platform on one side and a luxury auto brand on the other — suggests an audience whose profile is defined as much by consumption patterns outside finance as by any direct interest in investing.
