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eToro has launched a new mobile app built around an artificial intelligence assistant called Tori, marking a broader redesign of its consumer investing tools.
The app was unveiled alongside a series of product changes, including sub-accounts for savings goals, a desktop platform for active traders, an expanded app marketplace and new crypto self-custody tools. eToro is also introducing what it calls agent-powered portfolios, which let users build or copy AI agents that trade within separate sub-accounts.
The new app replaces the previous version with a rebuilt interface intended to give users clearer portfolio views, richer asset pages and more detailed charts. Tori sits at the centre of the redesign, surfacing portfolio updates, market signals and explanations for price movements without waiting for a user prompt.
Tori will also be available via WhatsApp and Apple Watch, allowing users to view portfolios and receive updates outside the main app. eToro said this reflects a push to reach investors beyond a single mobile platform.
Another element of the update is the launch of sub-accounts, designed to let users separate investments by objective. Examples include a house deposit, retirement savings or a child's future, with each account managed alongside the others.
Trading tools
For more active users, eToro has introduced eToro Edge, a desktop platform with advanced charting and analytics. The product is aimed at heavier trading activity, extending the company's offering beyond the mobile-first experience that has defined much of its retail business.
eToro also outlined an "agentic trading" feature through which investors can create or copy AI agents that trade continuously on their behalf. These agents operate inside dedicated sub-accounts, while Tori is designed to keep those accounts organised within the main user interface.
Yoni Assia, Co-founder and Chief Executive Officer, linked the changes to the company's long-running focus on combining technology with user behaviour on the platform.
"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 CEO, eToro.
eToro says it now has 40 million registered users across 75 countries, giving it a large pool of activity data and social investing behaviour on which to build new features. Social investing has long been central to its positioning, particularly through tools that allow users to observe or copy others' trades.
App ecosystem
Alongside the app overhaul, eToro said its App Store is expanding to include a wider range of trading and analytics applications from partners, developers, quantitative traders and individual users. The company has also opened a Builders' Portal that provides structured access to application programming interfaces and development resources.
The move suggests eToro wants external developers to play a larger role in shaping the service around its core trading platform. It also brings the company closer to a platform model in which third-party software sits alongside in-house tools.
In digital assets, eToro is adding instant self-custody wallets for users who want to hold crypto directly rather than leave it within the platform's standard exchange environment. The wallet service is provided through Zengo, the self-custody technology business now part of eToro.
The wallet can be set up directly in Tori, avoiding the need for a separate app or a more complicated onboarding process. It is intended to give users direct control over their holdings and access to decentralised finance services.
Brand refresh
The product launch is accompanied by a broader rebrand, including a new logo, revised visual identity and the tagline "Know better." The change reflects an effort to update how eToro presents itself as competition intensifies across retail investing, trading apps and AI-led financial tools.
Retail investment platforms have been under pressure to offer more tailored data, faster interfaces and a wider range of services as users become more comfortable switching between traditional assets, crypto and automated strategies. Firms across the sector are also experimenting with how generative AI and automated agents can sit alongside regulated investment products without displacing human decision-making.
Assia said the latest changes continue a pattern that has shaped the company since its launch in 2007. "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," he said.
He also linked the announcement to wider shifts in how retail investors use technology.
"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.