eToro has introduced a new App Store within its trading platform, signalling a shift towards a more open, developer-driven approach to investing tools and analytics. The move positions the company at the intersection of fintech and the growing “builder economy,” where users are no longer just consumers of financial services but active creators of them.

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Designed as a marketplace for trading applications, the eToro App Store enables developers, quantitative strategists, and everyday investors to build, share, and deploy tools directly within the platform. By integrating these applications into its global ecosystem, eToro is effectively opening access to millions of users, creating new pathways for financial innovation to scale.

The launch reflects a broader trend in financial services, where platforms are evolving into ecosystems. A parallel can be drawn with the rise of mobile app stores in the early smartphone era, where third-party developers transformed static devices into dynamic, user-driven experiences. Similarly, eToro’s model allows investing tools to evolve beyond pre-built features, giving users access to more customised and adaptive solutions.

Central to this expansion is a newly introduced builders portal, which provides structured access to eToro’s APIs, development tools, and technical resources. This enables third-party developers to create and distribute applications at scale, while also allowing non-technical users to build tools using AI-powered, no-code capabilities. In effect, users can convert their investing strategies or insights into functional applications and share them with a global audience.

At launch, the App Store features a range of applications designed to enhance trading through automation, analytics, and real-time insights. These include tools for algorithmic trading, social performance tracking, market monitoring across multiple asset classes, and portfolio management. Users can install apps with a single click, integrating them seamlessly into their existing workflows.

Commenting on the launch, Yoni Assia, Co-founder and CEO of eToro, said: “Investing has always evolved with technology, but AI is accelerating that in ways we couldn’t have imagined a few years ago. The eToro App Store opens up financial innovation to anyone with an idea. Developers and quants finally have a direct line to millions of retail investors, and those investors finally get the more flexible and user-designed tools they've always wanted. That's what opening up financial innovation really looks like.”

The rollout, which is initially limited to eligible markets, is expected to expand over time with additional features and app categories. As competition intensifies in the fintech space, platforms that enable user-driven innovation may increasingly define the next phase of digital investing.