eToro wants to do more than show you the markets — it wants software to help you work them. At its Intelligence in Motion event in London on 8 July, the social investing platform pulled the covers off a rebuilt, “AI-first” mobile app built around Tori, a proactive AI agent designed to surface insights and prompts before users think to ask for them.
It is the most sweeping product overhaul eToro has shown in years, and it leans hard into the industry’s buzziest idea: agentic AI. Rather than waiting for a tap, Tori is meant to watch a user’s portfolio and the wider market and speak up — flagging moves, risks and ideas in plain language. It is the difference, eToro argues, between an app that answers questions and one that asks them first.
From insights to action
The heavier lift sits underneath. eToro introduced agent-powered portfolios that can act on a chosen strategy, goal-based sub-accounts that let people ring-fence money by objective, and an expanding in-app App Store where third-party trading tools slot into the platform. Active traders, long courted by dedicated terminals, get a new desktop platform built for faster, more serious workflows.
Crypto gets one of the more consequential upgrades. eToro is adding instant self-custody wallets powered by Zengo, the security-focused wallet firm, letting users hold their own keys without leaving the app — a nod to the “not your keys, not your coins” crowd that custodial brokers usually ignore. The company also revealed a refreshed brand identity and a new tagline: “Know better.”
The timing is no accident. Retail investing is in the middle of an AI arms race, with Robinhood, Revolut and a wave of brokerages racing to bolt assistants onto their apps. eToro’s wager is that proactive beats reactive. But moving from information to action is where things get delicate: an agent that can nudge — or trade — invites hard questions about guardrails, suitability and transparency, particularly when more trading activity tends to benefit the house.
Co-founder and CEO Yoni Assia used the London stage to cast AI, social investing and eToro’s community as the future of how ordinary people build wealth. The vision is expansive; the fine print is thinner. eToro’s announcement stopped short of detailing pricing, exactly how much autonomy the agents will have, or a full market-by-market rollout timeline. Until those specifics arrive, “Know better” is a promise the app still has to earn — one trade at a time.
