Morgan Stanley's E*Trade Launches Power E*Trade Pro for High-Frequency Traders Amid 26% Revenue Growth

Morgan Stanley's subsidiary, E*Trade, has launched a new desktop trading platform called Power E*Trade Pro, specifically designed for high-frequency traders. This platform offers customized features for multi-screen trading, an integrated and streamlined toolkit, and a customizable options chain interface. The platform supports window synchronization for cross-chart symbol analysis and includes tools for stock, options, and futures trading. It provides over 120 technical indicators and more than 30 charting tools, catering to the needs of professional investors who require complex strategy execution.

This launch comes at a time when retail trading activity is on the rise. Morgan Stanley reported that its proprietary channel's average daily revenue trading volume increased by 26% year-over-year as of June 30, 2025. The platform's public testing phase coincided with market volatility triggered by policy adjustments under the Trump administration, providing a real-world testing environment for the platform.

The retail brokerage market is becoming increasingly competitive. Approximately a month before E*Trade's new platform launch, its main competitor, Robinhood Markets, upgraded its mobile chart analysis system and developed a simulated return rate calculator for options traders. Another industry leader, Charles Schwab's thinkorswim platform, has expanded its tradable securities, particularly adding overnight trading instruments. Industry observers note that leading platforms are differentiating their offerings to attract high-frequency trading users.

As professional trading tools become more accessible to retail markets, the technological innovation capabilities of brokers will be a critical factor in future competition. The introduction of Power E*Trade Pro by Morgan Stanley is a strategic move to capture a share of the high-frequency trading market, where advanced tools and features are in high demand. This development highlights the broader industry trend of retail brokers investing in technology to remain competitive in the rapidly evolving trading landscape.