BATS Global Markets Inc., one of the three main stock-exchange operators in the U.S., made aggressive moves against its competitors on Thursday as it seeks to gain market share in trading of options and exchange-traded funds.

In the morning, the company announced it would launch an options market, called EDGX Options, in November of this year. The new exchange is designed to directly compete with options exchanges run by Nasdaq OMX Group Inc. and International Securities Exchange.

Later Thursday, BATS said it had hired a senior New York Stock Exchange officer to run BATS's global exchange-traded funds business.

Laura Morrison served for eight years as NYSE's senior vice president for global index and exchange-traded products. At BATS, she will be a senior vice president and global head of exchange-traded products, the company said.

"BATS is firing on all cylinders," said Chris Concannon, president and CEO of the company, in an interview. "Expect more to come."

NYSE declined to comment.

Mr. Concannon has made some big changes at BATS since joining in November.

In January, Mr. Concannon and Joe Ratterman, BATS's chairman, successfully negotiated the acquisition of the currency-trading venue Hotspot for $365 million from KCG Holdings Inc.

The purchase was fueled by a belief at BATS that more currencies will trade on exchanges as regulatory pressures force changes in the global foreign-exchange market, which saw average daily trading of $5.3 trillion in 2013, according to the Bank for International Settlements.

BATS, based in Lenexa, Kan., was founded in 2005 by high-frequency trader Dave Cummings to serve as a cheaper alternative to the dominant NYSE and Nasdaq exchanges. It has seen its trading of equities and options steadily grow over the past decade.

After merging with competitor Direct Edge Holdings LLC last year, BATS has consistently ranked as the second biggest stock market by market share in the U.S. BATS Chi-X Europe, owned by BATS, is the biggest stock exchange in Europe.

Since 2012, BATS also has focused on building up its exchange-traded funds business. ETFs are baskets of stocks that trade on exchanges like a single security. They have emerged as a popular, cheaper alternative to mutual funds for some investors.

BATS is home to 31 ETFs, all of which it has launched since 2012, while NYSE and Nasdaq have more than 1,000 listed on their exchanges.

"We are still just in the first couple of innings of ETF growth and we're expecting a lot more," Mr. Concannon said on Thursday.

Mr. Concannon arrived at BATS just as it was facing a period of turbulence.

His predecessor, William O'Brien, was forced to leave BATS in July 2014. A key reason for his departure was BATS's decision to settle allegations with regulators that two exchanges run by Direct Edge before the merger failed to disclose important information about how their markets functioned. Before the merger, Mr. O'Brien was CEO of Direct Edge.

In January, BATS agreed to pay $14 million to the Securities and Exchange Commission in what was the largest fine ever levied by a regulator against a stock exchange.

Write to Bradley Hope at

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