eToro

Market position

Describes itself as a leading global social investing network; operates as a Nasdaq-listed multi-asset brokerage with 40M+ registered users, ~3.81 million funded accounts and $18.5 billion in customer assets as of 31 December 2025.

Social and copy trading are the platform's distinguishing features — users can view and automatically replicate the positions of vetted "Pro Investor" traders — combined with thematic Smart Portfolios, multi-asset coverage in a single account, and a growing layer of AI tools including agent-managed portfolios.

Technology

Proprietary web and mobile trading platform that evolved from WebTrader (2009) and OpenBook (2010) into a unified interface (2015). Core technology includes the CopyTrader replication engine, Smart Portfolios, an e-money and crypto wallet stack, and, more recently, AI components: the Tori assistant, an app store enabling no-code AI-built investing tools, and AI agent-managed portfolios operating within user-defined constraints.

Go-to-market

Direct-to-consumer digital acquisition via web and mobile apps, with a $50 minimum to start and a $100,000 virtual demo portfolio for new accounts. Distribution is reinforced by large-scale sports sponsorships (BWT Alpine Formula One Team, Crystal Palace F.C., Bayer 04 Leverkusen, FC Köln, FSV Mainz 05, FC Union Berlin, AZ Alkmaar, SK Slavia Prague, Prem Rugby and Premiership Women's Rugby), a Formula One partnership with driver Pierre Gasly, content and education (eToro Academy, market insights, etoro Digest), and data partnerships such as supplying real-time prices for X's cashtags.

Retail investors and traders globally, from beginners using copy trading and ready-made portfolios to active traders; the platform also served institutional crypto clients via a London trading desk opened in 2018.

Geography

Global: services offered in 75 countries per company materials (earlier materials cite 140 countries), with entities and operations in Israel (Tel Aviv HQ), the UK (London), the US (Hoboken, New Jersey), Cyprus, Belgium, Germany, Denmark, Australia, Abu Dhabi, Singapore, Seychelles, Malta and Gibraltar. Market launches include Australia (2016), the US (2019 crypto; 2021 equities), the UAE (2023) and Singapore (2025).

History

Founded 2007; WebTrader launched 2009; OpenBook social investing and CopyTrader in 2010, followed by an Android app; stocks and CFDs added 2013 and the UK subsidiary authorised by the FCA that year; Bitcoin trading introduced (2013-2014 per differing company and Wikipedia accounts) along with ruble and yuan currency futures; unified platform in 2015; Australia launch 2016; CopyFunds/Smart Portfolios and broader crypto in 2017 plus a CoinDash partnership; London institutional crypto desk and mobile crypto wallets in 2018; US crypto platform, zero stock commissions and acquisitions of Firmo (Denmark) and Delta (Belgium) in 2019; Marq Millions acquired in 2020 and rebranded eToro Money; 20 million registered users reported in 2021 alongside US equities, eToro Money UK accounts and eToro Academy; a March 2021 SPAC merger agreement with FinTech Acquisition Corp. V was mutually terminated in July 2022; ~100 layoffs (about 6% of staff) in July 2022; Gatsby and Bullsheet acquired in 2022; X cashtags data partnership and UAE launch in 2023; 2024 exchange partnerships (London Stock Exchange, Dubai Financial Market, Deutsche Börse), the Spaceship acquisition and an ISA product; Nasdaq IPO in May 2025 and Singapore launch later that year; Zengo acquired in April 2026; agreement to acquire TradeZero America announced August 2026.

Risks & controversies

Israeli press reporting (The Times of Israel, 2021) examined eToro's ties to former financial regulators, including Shmuel Hauser, former chairman of the Israel Securities Authority, who joined eToro's advisory board after leaving the ISA early in December 2017; during his tenure, proposed binary-options legislation was modified in a way that allowed eToro to continue operating internationally, although eToro did not offer binary options. Hedva Ber, former Bank of Israel supervisor of banks, was later appointed deputy CEO and global COO. In October 2021 the same outlet reported that Nir Barkat, a Likud MK and former Jerusalem mayor, held eToro shares through entities disclosed in the Pandora Papers, noting eToro's British Virgin Islands registration versus its largely Israeli operations. Other events include the July 2022 termination of the FinTech Acquisition Corp. V merger after closing conditions were not met by the 30 June 2022 deadline, and layoffs of about 100 staff in July 2022. Company disclosures also warn that AI features such as Tori may produce inaccurate or incomplete responses and that past copy-trading performance does not indicate future results.