1. Better web interface for showing what's going on. No need to click through many pages to get info. A customizable single page view of all accounts, gains/losses, lots, etc is available.
2. Better 1099s that are complete with no errors that download into TurboTax easily.
3. Orders submitted to national markets, so that one can "see" them with real-time level II quotes at another broker. Fidelity seems to try to trade internally with its other customers, so if one submits an order it does not show up. I can see my orders appear and get executed from my other broker. I cannot do that with Fidelity.
4. Real-time updating of all transactions including pending transactions. One knows where one's money is and where it is going. Fidelity gives you different numbers depending on which web page you are looking at. Fidelity silently cancels money transfers without telling you.
5. Nearly instantaneous transfers of cash between checking and investing accounts. Real-time updating of those transactions (see #4 above), too.
6. Dividends are shown and credited as they are paid and not a day or two later. Vanguard seems to always take an extra day or two to let you see your dividends even from Vanguard ETFs.
7. Web pages are not trying to sell me some investment or fund. They are purely functional.
8. Free trades on Vanguard mutual funds, Vanguard ETFs, non-Vanguard funds, non-Vanguard ETFs, stocks, etc. This include Vanguard Admiral and Signal share classes of Vanguard funds. This is less expensive than both Fidelity and Vanguard.
9. Superb online banking with free online bill pay. Yes, Fidelity has something, but it just ain't the same.
Anyways, only folks grandfathered into the free 100 trades a year probably don't pay any commissions. New accounts have to pay about the same as Fidelity.