[Digital Today reporter Oh Sang-yup (오상엽)] As brokerages roll out investment platforms that combine AI analysis, communities and video content, Naver is moving to fully launch a new stock page.

Naver will end the existing stock page it has operated for about 20 years from Sept. 10 and run only the new stock page introduced on July 30. It is ending the period when both pages were provided and integrating the user environment into the revamped service.

Naver Pay Securities provides investment information such as quotes, news and stock discussions, and links users to partner broker order screens through a "simple order" function. Users find stocks of interest on Naver and then trade through accounts at those brokerages.

Naver introduced simple orders for South Korean stocks in April last year, and expanded the service to overseas stocks in November last year. As Naver links investment information and orders, brokerages are strengthening services so users can complete information searches and trading within their own platforms.

Hana Securities launched a new mobile trading system (MTS), "Hana Securities V", on Sept. 7. The key is customised investment information using AI and data.

"AI Briefing" summarises the closing trend in U.S. markets and the background to share price moves in major stocks. "ETF MBTI" analyses holdings and the components of exchange-traded funds (ETFs) and recommends ETFs that match an investor's tendencies.

Meritz Securities' "MOUM", launched on Sept. 1, allows users to access investment information and communities even before opening an account. Users can view key services without signing up, and can join communities as associate members by logging in through social accounts.

Its own stock community linked to the U.S. investing social platform Stocktwits and the Webull community. It is designed to let South Korean investors check overseas investors' views and market reactions together. It is structured to secure users through information and communication functions, then lead to account links and trading.

NH Investment & Securities is expanding the investment environment to PCs and the web. It recently introduced the PC-installed service "Namu MAX" and plans to expand it within the year to a web trading system (WTS) version that can be used without installing a separate program.

It is a stage in which the multi-device connectivity concept presented in the pilot project "Namu X", unveiled in March, is being made concrete as a service. It focuses on allowing users to continue information searches, investment decisions and orders even when switching devices such as mobile phones, tablets and PCs.

Next Securities is preparing a new MTS that provides investment information through short-form videos and links it to stock trading. It aims to expand the business by combining short video content and AI.

Next Securities also created a dedicated organisation in April to manage the reliability and safety of an AI and content-based investment platform. It is preparing not only how information is delivered but also content management and operating systems.

Looking at each company's service configuration, competition in investment platforms is expanding from improving the screens customers use when trading to securing spaces where they routinely consume investment information.

As companies need to raise the accuracy of AI analysis, content quality and trading system stability together, continued development and operational investment are required even after launch.

A financial investment industry official said, "The fiercer competition becomes in trading environments, the more advantageous large firms are because they can continue investing in systems and securing specialised personnel." The official added, "Small and mid-sized firms with relatively limited capital and manpower may struggle to keep pace with service development and advancement, and the gap could widen further in competition to secure customers."