MS.US E*Trade launches Power eTrade Pro platform, retail brokers compete for high-frequency trading

The Zhitong Finance App learned that E*Trade, an online brokerage platform owned by Morgan Stanley (MS.US), announced the launch of a new desktop trading platform, Power eTrade Pro, which is mainly aimed at high-frequency trading users. The platform optimizes customized functions for multi-screen trading scenarios, supports window linkage to achieve simultaneous analysis of cross-chart symbols, and integrates a streamlined toolkit suitable for stock, options and futures trading.

Specific features include a customizable options chain interface, a multi-dimensional market filter and scanner, and a futures trading module that supports multi-level quotes. In terms of technical analysis, the platform provides more than 120 indicator tools and more than 30 chart drawing functions to meet the needs of professional investors for complex strategy execution.

This product iteration comes at a time when retail trading activity continues to rise. According to data disclosed by Morgan Stanley, as of June 30, 2025, the average daily revenue transaction volume of its own channels increased 26% year over year. Notably, while Power E*Trade Pro entered the public testing phase, it coincided with increased market volatility caused by the Trump administration's policy adjustments. This background provided an opportunity for platform testing to verify the real trading environment.

Currently, the retail brokerage market is becoming increasingly competitive. Just about a month before E*Trade launched its new platform, its main competitor, Robinhood Markets, had taken the lead in upgrading the chart analysis system on mobile devices and developed simulated return measurement tools for options traders.

Meanwhile, the thinkorswim platform owned by another industry giant, Schw.US (SCHW.US), is also expanding the range of securities that can be traded, in particular, increasing the variety of overnight transactions. Market observers pointed out that leading platforms are competing for high-frequency trading user groups through differentiated functional layouts.

The capital market reacts differently to industry dynamics. As of Monday's close, Morgan Stanley's stock price fell slightly by 0.26%, Robinhood (HOOD.US) also experienced a 4.92% decline, and Carson Wealth Management's stock price climbed 0.47%. As professional trading tools accelerate their penetration into the retail market, brokers' ability to innovate in technology will become a key watershed in future competition.