Morgan Stanley Goes After Day Traders With New E*Trade Platform

Morgan Stanley, whose E*Trade business just posted its highest-volume trading days in years, is ramping up efforts to reach the most-active day traders with a new platform.

“Power E*Trade Pro” allows traders to customize as many as 120 tools across six screens on a desktop application separate from the firm’s current web and mobile products. The offering, announced Monday, is in a pilot period and set for a full launch in June.

“Our sophisticated trader population is a hugely important group of folks for us,” Jed Finn, Morgan Stanley’s head of wealth management, said in an interview. “We ...