TradeStation Gets Cozy With Siri

February 12, 2018 — 1:12 PM EST

TradeStation, the online brokerage, is getting cozier with Apple Inc.'s (AAPL) virtual voice-activated assistant Siri, integrating it deeper into its mobile trading app. While Siri is usually reserved for basic tasks, FinanceFeeds.com reported that TradeStation is enabling traders to ask Siri for information about their investments' performances and to get updates on balances in their accounts with the latest version of the company's mobile app for iOS.

In the summer, the discount brokerage said that it would roll out new features geared toward millennials, who expect to do everything with technology. According to FinanceFeeds.com, TradeStation president John Bartleman said then that 20% of the firm's business is coming from mobile users. The deeper integration with Siri also makes the mobile app more inviting for iOS users who may not have signed on to TradeStation yet.

[Ally Invest offers powerful charting tools and $4.95 trades. Read Investopedia's Ally Invest review to learn more about this low-cost broker.]

FinanceFeeds.com noted that the Siri integration dovetails with TradeStation's plans to roll out an artificial intelligence-based chatbot that will aid traders in finding new investment opportunities and at the same time keep them abreast of the markets. The chatbot will enable traders on the TradeStation platform get the price of stocks, ETFs and futures, and it will be able to research a trading idea and offer up trading suggestions.

In December, TradeStation updated its mobile app for iOS, enabling investors to place trades even quicker. According to a description posted by the company at the time, with the upgrade, customers can send and manage orders through its updated Matrix tool and save time by creating customized order defaults for each trade they make. There's also quicker order entry thanks to the ability to bypass the order confirmation dialog as well as support for Apple's iPhone X. TradeStation is also one of only a handful of discount brokerages to offer bitcoin futures trading on its platform, which is something that millennials are interested in.

TradeStation isn't the online brokerage that is incorporating technology that millennials expect out of their providers. Last week, TD Ameritrade rolled out the ability to place trades via Twitter after establishing a similar service on Facebook Messenger. Meanwhile, for the first time ever, TD Ameritrade saw a 72% increase in clients aged 35 or younger in its fiscal first quarter compared with the prior year. Millennials were notably interested in tech stocks during the last quarter of 2017. The expansion onto Twitter also came as more retail investors are finally paying attention to the nine-year bull run, even with markets tanking in recent days. In late January, aiming to empower its growing base of Asian investors and to be an early mover in the online brokerage world with a new service, TD Ameritrade announced 24-hour trading in the U.S., allowing investors to access the equity markets throughout the night.