Fidelity Investments announced on Thursday the launch of Fidelity Trader+, a new trading platform designed to serve the needs of self-directed retail investors. The upgraded system offers real-time analytics, customizable charts, and advanced tools tailored to highly active traders. Fidelity said this group has become an increasingly important driver of market activity, often trading individual stocks and exchange-traded funds while relying on personalized analytical features to manage portfolios.

Josh Krugman, senior vice president of brokerage at Fidelity, said these investors are among the company’s most engaged clients and require specialized tools. The rollout reflects a growing trend across brokerage firms to enhance platforms in order to win over retail customers who are playing a larger role in shaping market movements. Fidelity’s announcement follows heightened competition in the space, with rivals introducing innovative features to capture this active trading demographic.

Earlier this month, Robinhood launched Robinhood Social, a new community feature embedded in its app to allow customers to share trading strategies and ideas with peers. Similarly, Moomoo Financial has been expanding its reach by offering retail clients access to sought-after initial public offerings, including Gemini Space Station and Bullish. Industry leaders say such efforts demonstrate the race among brokerages to offer retail clients more access, flexibility, and influence in financial markets.

The surge in new products comes as retail participation in stock trading has surged since the pandemic. According to research by Vanda Group, retail investors now account for roughly 8% of the dollar value of all U.S. stock trading, and nearly double that in popular names like Nvidia and Tesla. That figure is nearly four times higher than pre-pandemic levels, underscoring how small investors have reshaped market dynamics.

Fidelity’s Trader+ is seen as a bid to secure a larger share of this fast-growing segment. By providing advanced analytics and real-time tracking capabilities, the firm hopes to retain and expand its base of active investors. Analysts note that as competition intensifies, brokerages will increasingly rely on innovation to differentiate themselves in a market where retail investors are playing an outsized role.

Source: Reuters.