This took me a second to think of an answer because I haven't done financial services before and I don't know much about any of their competitors. I am applying with EJ because I know some people who work there. I ended up answering that I am choosing EJ because of their good reputation (to which I got a dead-air response fromt he interviewer) and those I have met that work with EJ have been great examples of salespeople, and that speaks volumes to me (to which I got an enthusiastic response from the interviewer).