eToro Goes All-In on AI: Redefining Investing with Tori and Agentic Trading

LONDON, UK – July 07, 2026 – In a move that signals a significant acceleration in the fintech arms race, trading platform eToro today unveiled a comprehensive overhaul of its services, placing artificial intelligence at the very core of its user experience. At its 'Intelligence in Motion' event in London, the company didn't just announce a new app; it presented a strategic pivot towards an AI-first, integrated financial ecosystem, aiming to redefine how its 40 million users interact with the markets. The suite of new products—from a proactive AI agent named Tori to automated trading agents and integrated crypto self-custody—represents one of the most aggressive bets on AI in the retail investment space to date.

The Rise of the Proactive AI Agent

The centerpiece of eToro's launch is Tori, an AI agent designed to be more than a reactive chatbot. Unlike traditional robo-advisors that focus on portfolio construction and rebalancing, Tori is engineered to be a proactive companion. The company promises it will surface portfolio insights, market signals, and contextual explanations for price moves "right when they matter," without waiting to be asked. This AI, built on what the company describes as "the real decisions and track records of millions of investors," aims to merge the platform's famous social investing DNA with machine intelligence.

"By bringing AI and our community together, we’re helping people invest with greater knowledge and confidence," said Yoni Assia, Co-founder and CEO of eToro. This vision extends beyond the app itself, with Tori's insights accessible via WhatsApp and Apple Watch, embedding investment information into a user's daily life.

Functionally, Tori is designed to be a multi-faceted tool. Research shows its capabilities range from educational support on trading concepts to sophisticated market analysis, using models like Grok 4.2 to pull and summarize real-time news and sentiment from social platforms. Crucially, eToro is clear on one point: Tori does not provide investment advice. A prominent disclaimer notes that the AI is an educational tool and its outputs may be incomplete or inaccurate. This is a critical distinction that keeps the tool on the right side of financial advice regulations, positioning it as an information-provider rather than a fiduciary, a line that competitors like Charles Schwab are also carefully navigating with their own recent AI assistant rollouts.

Beyond the App: Building a Financial Ecosystem

Today's announcements make it clear that eToro's ambition extends far beyond a single mobile app. The strategy is to create a comprehensive financial ecosystem that caters to a wide spectrum of investors. For active traders who find mobile apps restrictive, the company launched 'eToro Edge,' a new desktop platform with the professional-grade charting and analytics tools needed for heavy trading.

Furthering this ecosystem approach is the expansion of the eToro App Store, complemented by a 'Builders' Portal' that provides developers with API access. This move invites third-party innovation, allowing partners, quants, and even everyday users to build and offer their own trading and analytics applications on the platform. It’s a classic platform play, aiming to create network effects that deepen user engagement and broaden the platform's utility.

The introduction of sub-accounts also adds a new layer of practical wealth management. Investors can now partition their capital to align with specific life goals—a child's education, a house deposit, or long-term retirement—and manage each portfolio separately. This feature transforms the platform from a simple trading venue into a more holistic tool for personal financial planning, a space traditionally dominated by legacy wealth managers.

Navigating the New Frontier of Agentic Trading and Crypto

Perhaps the most forward-looking—and potentially contentious—feature is the introduction of "agent-powered portfolios." This allows investors to build or copy AI agents that execute trades around the clock on their behalf, each operating within its own sub-account. This is a step beyond passive robo-advising into the realm of "agentic trading," where automated systems are given a degree of autonomy to act on a user's strategy.

While this offers the tantalizing prospect of tireless, data-driven portfolio management, it also opens a new frontier of risk and regulatory scrutiny. Financial watchdogs like the UK's Financial Conduct Authority (FCA) have already raised concerns about the risks of algorithmic trading, including the potential for market instability and the "black box" problem, where an AI's decision-making process is opaque. eToro emphasizes that investors remain in control, but the increasing automation of financial decisions will undoubtedly test the boundaries of investor protection frameworks.

This push into cutting-edge technology is mirrored in the company’s approach to digital assets. Following its reported $70 million acquisition of Zengo in April, eToro now offers instant self-custody crypto wallets directly within its platform. Powered by Zengo's highly secure Multi-Party Computation (MPC) technology, which eliminates the single point of failure of a traditional seed phrase, users can take direct ownership of their crypto and access the world of decentralized finance (DeFi) seamlessly. While this integration is a major step in bridging traditional finance and the on-chain world, eToro is careful to note that these self-custody services fall outside its regulated exchange activities, placing the ultimate responsibility for navigating the risks of DeFi squarely on the user.

With its refreshed brand and "Know better" tagline, eToro is making a bold statement about its future. The company is betting that a combination of community intelligence, proactive AI, and an open, integrated ecosystem is the winning formula for the next generation of retail investing.