If you type "Buy 10 shares of Samsung Electronics" in the ChatGPT chat window, the order is executed. Brokerages are igniting a competition for platform differentiation by successively rolling out Mobile Trading Systems (MTS) featuring artificial intelligence (AI). This move stems from the judgment that as stock trading via mobile devices becomes more active, platform competitiveness translates into competitiveness in the commission business. They are highlighting AI-tailored content and investment information analysis as key features.
According to financial investment industry sources on the 5th, Mirae Asset Securities changed the name of its existing MTS, "M-Stock," to "MAPS" on the 1st and transitioned it into an integrated investment platform. MAPS was first launched by the company's Hong Kong subsidiary in June, marking its second official launch following its debut in the Korean market.
Mirae Asset Securities aims to upgrade its MTS, which had centered on stock trading, into a platform that supports customer portfolio management and investment decision-making through MAPS. In particular, it has introduced a digital asset menu to leverage synergies with "Digital X (formerly Coinbit)," the virtual asset exchange it acquired. The company plans to support trading in digital assets, including virtual assets, going forward. Its goal is to establish an "agentic asset management" service that provides investment proposals optimized for individual customers using AI.
Meritz Securities also launched its new AI-based platform, "MOUM," on the 24th of last month, having prepared it since last year. MOUM is connected to the community of U.S. investment platform Stocktwits and global fintech firm WeBull, allowing users to check overseas investors' reactions in real time. A notable feature is that most of MOUM's content can be accessed without an investment account, enhancing user accessibility. It also provides content summarizing analyst reports in short-form video format.
Hana Securities launched its new MTS service, "Hana Securities V," on the 7th of last month, based on AI and data technology. The service features functions that analyze and summarize global market conditions and the background behind price movements of major stocks, as well as a customized AI service called "ETF MBTI" that recommends suitable Exchange-Traded Funds (ETFs) for each user.
Daol Investment Securities has integrated general-purpose AIs such as ChatGPT and Claude with its MTS, "Fi." Customers can check their brokerage accounts or place stock orders from the ChatGPT or Claude chat windows. This allows customers to buy and sell stocks using AI services they are already familiar with.
Next Securities, a newly established brokerage set to launch its service in early next year, is scheduled to unveil the country's first video-content-centric MTS. The company plans to provide AI investment content that not merely summarizes news or figures but interprets what such information means in the market. The videos are expected to be "hyper-personalized video content" produced by AI tailored to each customer.
This MTS competition was triggered when Toss Securities, a platform-based brokerage rather than a traditional one, entered the market. To secure MTS competitiveness, Toss Securities introduced the country's first real-time fractional trading of overseas stocks, activated community services, and offered real-time interpretation services for overseas corporate earnings calls. The aim is to achieve a lock-in effect that keeps commission customers on the platform for longer periods.
Lee Seong-bok and Lee Su-min, researchers at the Korea Capital Market Institute, explained, "Since early 2021, two new brokerages (Kakao Pay Securities and Toss Securities) have introduced trading platforms that prioritize customer experience, intensifying competition among brokerages to strengthen their trading platforms in order to retain retail investors. Trading platform competitiveness has become a key criterion for selecting a brokerage." They added, "If other conditions are equal, higher trading platform competitiveness can effectively attract new customers and reduce the likelihood of existing customers leaving."
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