What Happened At Etoro’s "Intelligence in Motion" Event

Intro

I was in London a few days ago for $ETOR's "Intelligence in Motion" event, where the company unveiled what's arguably the most significant upgrade to the platform since I joined. Like most of you, I spend a lot of time on Etoro and have witnessed a lot of change, but this event showed Etoro pushing harder and faster than ever, so I want to talk through what they revealed and what it means for us.

The Rebrand

The first thing I noticed was the Etoro logo plastered across taxis outside the venue and LED walls when walking into the event. Etoro was founded in the 2000s, the era of the iPhone, eMail, and iCloud. So, for years, it was eToro. Now, the logo is all lower case, accompanied by two chevrons: <etoro>.

It’s a clear nod towards coding - Etoro is moving towards giving users more control over how they use it, through apps that change interfaces or present stats differently, AI agents and chat assistants. Everything Etoro offers is becoming programmable, customizable and more interactive.

The new slogan “know better” reinforces this idea - they want to give all users more tools, more data and more knowledge to invest with.

Personally, I preferred the little horns over the chevrons.

Everything On Etoro

Yoni Assia opened with why he started Etoro: To make capital markets accessible to everyone. Fractional shares, Crypto, Commodities, Stocks, Copytrading, etc. Over the past few years, they started building out more products to become a financial super-app. The 4 product pillars he presented were: Trading, Investing, Wealth Management and Neo Banking. He named recent and upcoming products and features: Savings, Pensions, Kids accounts, Debit Cards, DeFi, etc.

Edge

Edge is a new interface for Etoro aimed predominantly at active traders, centered around charting. Essentially, this is Etoro’s version of a trading terminal. For me this was the most exciting reveal of the event. You can drag and drop widgets like portfolio overviews, charts, trading windows and news feeds onto a grid and resize them into any configuration you like. I’ve already started using it and am excited to see how it develops.

You can try it yourself at: https://edge.etoro.com

Sub-Accounts and AI Agents

Sub-accounts are a long requested feature by many users, they let you segregate your portfolio cleanly. For example you could run different strategies in parallel, active vs long term hold, copy only vs self managed, or silo money for goals like retirement or a house deposit.

Sub accounts also enable some interesting uses of AI Agents in self-contained portfolios. You can set up agents with a brief for the style of portfolio you want, rules to follow, themes to invest in, etc. Although there is still some fear around handing over a portfolio to AI, I expect this will become very popular as AI continues improving and trust increases gradually.

App Store and API

Technically this isn't new - you may have even tried some of the apps already. The App store allows anyone to develop their own tools for analysis, investing, trading, maybe even games on top of Etoro's platform using their API. The potential here is huge, but like any app store, it may take time before most apps are released. Certainly something to keep an eye on.

Crypto Integration

Yoni and Etoro are still huge supporters of crypto, and their recent acquisition of Zengo has enabled more direct crypto integration. Users will be able to hold crypto in self-custody and interact directly with DeFi products without leaving the Etoro ecosystem.

Sharing Ideas

The event overall had a real buzz around the core theme of AI and innovation. Etoro is moving much faster than before at developing, testing and releasing new features. The App store is a good testing ground for feature ideas from users, individual staff, or full departments. What was once a centralized process for developing Etoro has to some extent been open-sourced for anyone to experiment and contribute.

As we transition into an era of agentic AI, this will only accelerate, and ultimately, the bottom up approach to building out Etoro will benefit regular users.

I spent time talking with Etoro staff, met long-term copiers, and enjoyed dinner with Jeppe Kirk Bonde, @Andrius1 and @CPHequities, discussing ideas about the future of Etoro, Investing and of course, our portfolios.

Closing Comments

As is usually the case, it was networking with a room full of extremely smart people that I found most valuable, but I can’t overstate the excitement circling Etoro right now as they lead the charge into the new world of AI.

If you enjoyed this post, please give it a like, follow me for more, and consider copying my portfolio. As usual I’m excited to engage with you all in the comments below.

Disclaimer: All views are my own and do not reflect those of eToro. I am an eToro Popular Investor with an ongoing relationship with eToro.