Morgan Stanley’s E*Trade launches new desktop platform for active traders

Morgan Stanley’s (NYSE:MS) online brokerage platform, E*Trade, launched a new desktop platform targeting active traders, it said on Monday.

The Power E*Trade Pro platform offers customization features for multi-monitor traders, as well as window linking to analyze symbols across multiple charts at once.

It also includes streamlined toold for complex equity, options and futures traders, including customizable options chains, market screeners and scanners, and trading futures using multiple ladders. Traders now have access to 120+ technical studies and 30+ drawing tools for charting.

The rollout comes in the wake of high retail investor engagement, noted Morgan Stanley (NYSE:MS), which posted a 26% Y/Y climb in self-directed daily average revenue trades as of June 30, 2025.

E*Trade’s move comes roughly a month after rival Robinhood Markets (HOOD) beefed up its mobile trading platform with an advanced charting experience, in addition to a new simulated returns pre-trade tool for options traders.

Power E*Trade Pro is also competing with Charles Schwab’s (SCHW) thinkorswim, which is expanding the list of securities available for overnight trading.

Bloomberg News reported in April that Power E*Trade Pro was in a pilot phase and experienced high volatility and elevated trading volume, spurred by President Donald Trump’s policy moves.

In Monday morning trading, MS shares edged up 0.3%, while HOOD slipped 0.8% and SCHW gained 0.8%.