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Online brokerage E-Trade Financial is working to provide an attractive platform on smartphones and tablets in an effort to increase their customer retention. The company reported a first-quarter profit, noting that it had recorded 51,000 net new accounts during that period. They said that higher customer retention played a key role in the bottom line improvement, as customer attrition for the quarter was under 10%.

Regarding the mobile platform, the company said that it's been an area of rapid growth off a very low base. Currently about 3% of trades are being executed via mobile devices. E-Trade seeks to provide mobile customers the same experience that they would receive from a desktop application, and this is not the case with many of their competitors. They predict that over the medium and long-term, mobile devices will become much more important for trade execution.