Several startups are planning to launch either new venues or order types, and even listing standards...: Several startups are planning to launch either new venues or order types, and even listing standards, to solve problems in US equity trading. At last month’s SIFMA Equity Market Structure conference, executives with the following three startups and one established exchange discussed their particular market innovations and how each one fits into the existing equity market structure. But each of these venues is entering a complicated marketplace.