eToro has spent fifteen years telling retail investors to copy each other’s trades. Now it wants them to copy an AI. At its Intelligence in Motion event in London, the brokerage unveiled a rebuilt, AI-first mobile app fronted by Tori, a proactive AI agent, alongside a refreshed brand and a new tagline: “Know better.”
Proactive is the operative word. Tori is not pitched as a chatbot waiting in a corner of the app for you to ask it something. The idea is an agent that surfaces things before you go looking — an approach the entire consumer AI industry has converged on in the past year, with mixed results on whether users actually want to be interrupted by software that thinks it knows what they need.
Agents that trade
Sitting alongside Tori are agent-powered portfolios, which push AI from advisory into execution. That is the meaningful line to watch. Copy trading, eToro’s signature feature, always kept a human on the other end of the decision. Handing portfolio construction to an agent removes that, and it raises questions regulators across the UK, EU and US have not fully answered: who is accountable when an agentic portfolio underperforms, and how much disclosure does a retail investor need before letting a model reallocate their money?
The rest of the announcement is more conventional product work, and arguably more useful day to day. Goal-based sub-accounts let users ring-fence money for specific objectives rather than staring at one undifferentiated balance. A new desktop trading platform targets active traders, a segment eToro has historically underserved relative to its casual mobile base. An expanding in-app App Store opens the platform to third-party trading tools.
Crypto, without the broker
Perhaps the most quietly significant item: instant crypto self-custody wallets, powered by Zengo. Self-custody means the user holds the keys rather than the exchange, and it is a notable thing for a brokerage to offer given that custodying customer assets is how brokerages make money and keep customers. eToro acquired the wallet technology it needed years ago; shipping it as a default option suggests it has read the post-FTX room correctly.
Co-founder and CEO Yoni Assia used the event to argue that AI, social investing and the platform’s community are converging into the future of how people manage money. He has been making some version of that argument since 2007, and the social investing half of it has largely been vindicated. The AI half is unproven.
The company did not detail pricing, rollout timing by market, or which model providers sit behind Tori — all of which will matter more than the tagline. “Know better” is a nice line. Whether an AI agent helps a retail investor actually know better, or simply trade more, is the question the next twelve months will settle.
