Devexperts sells DXtrade as a white-label platform, and a firm running it puts its own name on the terminal and the app the way it would on its own website. eTrader does not work that way: every firm gets its own server inside eTrader, shown under its own name and logo, but the app itself is called eTrader on every device. That single difference, whose brand sits on the icon a trader taps, is the real decision behind eTrader vs DXtrade, and it is worth being honest about rather than talked around.
The real trade-off: whose name is on the app
DXtrade's white-label model means a firm can ship a terminal and a mobile app that never says Devexperts anywhere a client sees it. For a firm building its own brand as a serious, independent product, that matters, and it is a genuine advantage over eTrader, not a claim we would dispute. A trader downloads what looks like the firm's own app, from the firm's own listing, full stop.
eTrader runs the other way: one app, called eTrader, used by every firm SGHK hosts. A trader installs eTrader once and picks the firm's server inside it, the same way a trader installs MetaTrader 5 or cTrader and picks a broker's server. The firm's name and logo show on its own server and inside its own client portal, storefront, website and emails, all on the firm's own domain, but the trading app itself carries the eTrader name. If a fully independent app identity is the priority, this is where eTrader asks a firm to give something up.
What DXtrade gives a firm
A firm on DXtrade owns the app-facing brand outright and decides how the terminal presents itself down to the name in the app store listing. Many prop firms added DXtrade in 2024 as part of the broader move away from running MetaTrader alone, and Devexperts' white-label positioning is part of why it was an easy platform to point traders toward under a firm's own name. What a firm still has to do: build or license a CRM, connect its own price feed and liquidity, and run its own risk and payments stack around DXtrade, the same work any platform without a bundled back end requires.
What eTrader gives a firm instead
eTrader ships the price feed, the eTrader Dealing Desk, MAM / PAMM and copytrading as native parts of the same platform, hosted in the cloud by SGHK and managed by the firm, with a full trading terminal in any browser and native apps for iPhone, Android and Mac. Because the firm is not publishing its own app, it skips Apple and Google developer accounts, financial app declarations and store review delays, and every update reaches its traders the day it ships. What the firm still brands fully: its server name and logo inside eTrader, its client portal, its challenge storefront, its website and its emails, all on its own domain.
What both still leave you to build
Neither platform hands a firm a finished business. A firm on DXtrade still needs KYC, payments and a CRM connected to the platform, the same list SGHK's CRMs cover for eTrader through the eTrader CRM API. A firm on eTrader still needs to decide its own routing rules, spreads and account groups, the same operational choices a DXtrade firm makes. The difference sits specifically at the app layer: DXtrade puts the firm's name there and asks the firm to assemble everything around it; eTrader assembles more around the platform and asks the firm to accept a shared app name in exchange.
| DXtrade | eTrader | |
|---|---|---|
| Made by | Devexperts | SGHK |
| App branding | Fully white-labelled, the firm's own app name | One shared app, eTrader; firm's own server, portal, storefront and domain |
| App-store work | Firm files its own developer accounts and store listings | None; traders download eTrader and pick the firm's server |
| Price feed and dealing desk | Sourced and built by the firm | Included: eTrader price feed and eTrader Dealing Desk |
| MAM / PAMM and copy trading | Added separately by the firm | Native parts of eTrader, no plugin |
| Best for | A firm that must own its app identity outright | A firm that would rather skip app-store work and hosting |
Which one to pick
Pick DXtrade if owning the app end to end, including its name and listing, is worth managing developer accounts, store reviews and a CRM, feed and risk stack you assemble yourself. Pick eTrader if you would rather your team spend that time on trading conditions, marketing and client acquisition, and you are comfortable with clients finding your firm inside a shared app rather than one that carries only your name. Either way, your own client portal, storefront, website and emails stay fully branded to your firm. SGHK's Broker CRM and Prop Firm CRM connect to DXtrade and eTrader alike, so a firm that wants to run both is not choosing blind. Book a demo and look at both terminals before you commit to one app identity over the other.
"If your firm needs its own app name on the icon, say so and we will tell you honestly that is not what eTrader does. We built the rest of the stack around a shared app on purpose."
— The SGHK Team
Key Takeaways
- DXtrade is sold by Devexperts as a white-label platform; a firm's own name goes on the app itself, which eTrader does not offer.
- eTrader is one shared app across every firm SGHK hosts, each on its own server with its own name and logo, the same broker-server model as MetaTrader and cTrader.
- A DXtrade firm still builds its own CRM, feed and risk stack around the platform; an eTrader firm gets the price feed, dealing desk, MAM / PAMM and copytrading built into the platform.
- Choosing between them comes down to whether owning the app's identity outright is worth more than skipping app-store work and hosting.
Frequently Asked Questions
Is eTrader a white-label platform like DXtrade?
No. DXtrade is sold as a white-label platform a firm brands as its own app. eTrader is one shared app used by every firm SGHK hosts, with each firm running its own server shown under its own name and logo, the same structure as MetaTrader 5 or cTrader.
Does a firm on eTrader need its own developer accounts?
No. Clients download eTrader and pick the firm from the server list, so the firm skips Apple and Google developer accounts, financial app declarations and store review delays. A firm on DXtrade's white-label model files those itself, since the app carries its own name.
Which platform is better for a firm's brand?
It depends what part of the brand matters most. DXtrade puts the firm's name on the app itself. eTrader puts the firm's name on its server, client portal, storefront, website and emails, all on the firm's own domain, while the trading app stays a shared one called eTrader.
Can a firm run DXtrade and eTrader together?
Yes. SGHK's Broker CRM and Prop Firm CRM connect to DXtrade and eTrader as well as MetaTrader 4, MetaTrader 5, cTrader, NinjaTrader, Match-Trader and TradeLocker, so a firm can offer more than one platform from a single CRM.
About SGHK
SGHK is a FinTech company that designs and builds its own software for the trading industry: the eTrader trading platform, Launch your Broker and Launch your Prop Firm. Every product is written, hosted and supported in-house and licensed to trading firms, with the CRMs branded to them, all hosted by us in the cloud, managed by each firm and built to scale across clustered servers as our clients grow. Everything is encrypted, and each firm is the only one with access to its data and its clients' data.