The material on this site is for financial institutions, professional investors and their professional advisers. It is for information only. Please read our Terms & Conditions, Privacy Policy and Cookies before using this site. Please see our Subscription Terms and Conditions.

All material subject to strictly enforced copyright laws. © 2022 Euromoney, a part of the Euromoney Institutional Investor PLC.

Asian e-broking: The new frontier

Asia is set to become the new battleground for online brokers. A nascent market with huge potential is incentive enough for the big guns from the US to invest heavily in developing Asian operations. Hong Kong offers a gateway into the new markets, particularly China, for international firms that look set to put many local brokers out of business. Julian Marshall reports

The online brokers building up new operations in Asia have little doubt about the heady prospects for their business in the region.

“We think Asia has the potential to outstrip the US,” says Christina Hui, regional general manager, Asia, for Charles Schwab. The view she gets from her Exchange Square office window of Hong Kong’s thriving Central below will do little to dissuade her of this optimistic-sounding claim.

At TD Waterhouse, Karen Buck, managing director of its Hong Kong operation, reinforces the view. “Hong Kong will be a very important market,” says Buck. “We’re certainly committed to Asia and to growing the online business here.” TD Waterhouse has also opened offices in Japan and Australia and is looking at a venture in India. At some point after the new business has become more established, Hong Kong may become the regional centre. But at the moment each country is being treated as a separate market.

According to research by Schwab, the vast overseas Chinese population, not just in greater China, but worldwide, offers a huge business opportunity. Schwab estimates it controls more than $1 trillion in investable assets.

It is numbers like these that are bringing into Asia the leaders in internet-based share trading, such as Schwab and TD Waterhouse, along with other big online broking names including E*trade and DLJ.

You have reached premium content. Please log in to continue reading.

Read beyond the headlines with Euromoney

For over 50 years, our readers have looked to Euromoney to stay informed about the issues that matter in the international banking and financial markets. Find out more about our different levels of access below.


Unlimited access to and

Expert comment, long reads and in-depth analysis interviews with senior finance professionals

Access the results of our market-leading annual surveys across core financial services

Access the results of our annual awards, including the world-renowned Awards for Excellence

Your print copy of Euromoney magazine delivered monthly

£73.75 per month

Billed Annually


Unlimited access to and, including our top stories, long reads, expert analysis, and the results of our annual surveys and awards

Sign up to any of our newsletters, curated by our editors


Already a user?

We use cookies to provide a personalized site experience.
By continuing to use & browse the site you agree to our Privacy Policy.
I agree