The app is available for everyone – consumers do not have to be a client of Capital One ShareBuilder to access it. The iPad app is available for free download in Apple’s App Store.

“We did customer research to determine what tablet apps they use,” said Brandon Potter, head of product development at Capital One ShareBuilder.

“We can see how many customers access ShareBuilder through a variety of tablets and overwhelmingly the iPad really dominates with our customers,” he said. “It was a pretty easy decision for us.

“Anyone can download the app. We try to make it easy for consumers to test things out rather than fully commit before they have access to all the services.”

Capital One ShareBuilder is an online investing site for investors who have long-term financial goals and want to say goodbye to investing complexity.

Mobile banking
The iPad app features adjustable modules that give consumers access to key information and functionality including live account details and transfer capability, market news and research, as well as real-time trading.

Additionally, through the app consumers can buy and sell stocks, ETFs and options. Users can move money around and transfer instantly to and from their ING Direct bank account.

The app also features consensus reports, up-to-the-minute information such as stock quotes and the latest market news.

Consumers can also browse daily Wall Street Journal video news and real-time quotes and view positions, trade statuses, track gains, losses and check balances.

“What customers spoke to us about was the ability to create customization,” Mr. Potter said. “The modules on the dashboard are totally customizable.

“You can drag and drop them and remove them,” he said. “Customers can set up a dashboard, things that they want to access and they can change it anytime – it’s very flexible.”

Now through Feb. 1, Capital One ShareBuilder is offering a free iTunes gift card to customers when they place their first mobile trade via the iPad app.

In addition to the iPad app, Capital One ShareBuilder’s mobile portfolio also includes Android, Blackberry, iPhone and Kindle apps.

“Mobile is huge for us,” Mr. Potter said. “Nearly 15 percent of all our trades are done on a mobile device.

“And we fully expect that number will continue to grow thanks to the new iPad app,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York