For most of the last decade, the pitch behind every trading app has been some version of the same promise: better information, delivered faster, so a person can make a smarter decision. eToro's newest release, unveiled Wednesday at a London event called “Intelligence in Motion,” breaks from that formula in a quieter but more consequential way.

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The company is not simply handing investors sharper charts or a friendlier interface. It is handing some of them the option to let an artificial intelligence agent make the trade itself, continuously, inside its own dedicated account, while the investor sleeps.

That distinction, between AI that advises and AI that acts, is the real story inside eToro's announcement, and it places the Tel Aviv-founded, Nasdaq-listed company at the front of a shift that is only beginning to reach everyday retail investors in North America and the Gulf alike.

A Proactive Agent, Not a Chatbot

eToro built its brand on social investing, the idea that ordinary people could watch and copy the trades of more experienced peers through a feature called CopyTrader. The new release keeps that community layer but wraps it in a proactive AI agent named Tori, which the company says draws on the collective trading history of eToro's user base rather than generic market data alone. Tori is designed to surface portfolio insights, flag market signals, and explain why an asset moved, without the investor needing to ask first, and it is reachable through WhatsApp and Apple Watch so a person can check a position without opening the app.

“Our AI is built on the real decisions and track records of millions of investors. An intelligence that's hard to replicate,” said Yoni Assia, co-founder and chief executive of eToro. “By bringing AI and our community together, we're helping people invest with greater knowledge and confidence. For nearly two decades we've worked to give everyone a seat at the table, this is the next step.”

Agent-Powered Portfolios Change Who Presses the Button

The more significant shift sits inside what eToro calls agent-powered portfolios. Investors will be able to build or copy AI agents that trade around the clock on their behalf, with each agent operating inside its own sub-account so the automated activity stays walled off from the rest of a person's holdings. Tori is positioned as the organizing layer that keeps every agent visible in one place, and eToro says investors retain control throughout, meaning the automation can be paused or adjusted rather than left to run unsupervised.

This is where eToro's announcement connects to a broader argument playing out across trading platforms in New York and San Francisco as much as in Dubai and Riyadh: the industry is testing how much decision-making retail investors are willing to hand over to software. eToro is not alone in exploring agentic trading, but few competitors have paired it with a two-decade track record of live user data the way eToro's Popular Investor program has generated. The company frames that history as a defensible advantage.

“Agentic trading is accelerating, and our App Store is growing fast. The world of finance never stops changing, and for nearly two decades we've harnessed each shift early, from social investing to crypto, and now AI. And each time, we've put that technology to work levelling the playing field faster for everyday investors,” Assia said.

Sub-Accounts Bring Financial Planning Into the App

Alongside the AI agents, eToro is introducing sub-accounts that let investors separate money by purpose, a child's future, a house deposit, a retirement fund, and manage each one side by side rather than blending every goal into a single balance. It is a modest-sounding feature, but it addresses a familiar complaint from retail investors in the United States and Canada, where robo-advisors popularized goal-based investing years ago without ever fully merging it with active trading tools. Pairing sub-accounts with agent-powered portfolios means a North American user could, in theory, let one AI agent manage a retirement-focused sub-account conservatively while running a separate, more aggressive agent for a shorter-term goal, all inside the same login.

Self-Custody Finds a Front Door

The update also folds in instant self-custody crypto wallets, built on technology from Zengo, the keyless wallet provider eToro acquired earlier this year. Investors who want direct ownership of their digital assets can now set one up in seconds directly from Tori, without a separate app or a seed phrase to protect.

That matters especially for eToro's audience across the Gulf, a region where crypto adoption has outpaced most of the developed world and where eToro already holds a presence through its Abu Dhabi registration and a 2024 partnership with the Dubai Financial Market. Bringing self-custody into the same interface as regulated trading, rather than treating it as a separate product, mirrors the kind of hybrid infrastructure Gulf regulators have been encouraging as sovereign wealth funds and family offices push further into tokenized and on-chain assets.

A Rebrand That Follows the Product, Not the Other Way Around

eToro paired the launch with a refreshed brand identity, including a new logo and the tagline “Know better,” alongside a new desktop platform, eToro edge, aimed at active traders, and a growing app store that lets outside developers and quants build tools on top of eToro's infrastructure through its Builders' Portal. None of those elements would carry much weight on their own. Taken together with the AI agents and self-custody wallets, they describe a company trying to stop being just an app people open to place a trade and become, instead, infrastructure that keeps working after the app is closed.

Assia's description of eToro's AI, built on “the real decisions and track records of millions of investors,” suggests where the company believes its edge lies: not in the AI model itself, which every platform can eventually license or build, but in the accumulated behavior of the community that trained it. Whether that data advantage translates into better outcomes for individual investors, rather than simply faster ones, is the question the next earnings cycle, and the next volatile market, will begin to answer.

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