eToro has used a major London showcase to unveil its AI-first investing strategy, launch a refreshed brand identity and reinforce its position as one of the sector’s most community-driven investment platforms.
The trading and investing platform gathered clients, members of its Popular Investor cohort, partners, media, influencers and employees for its “Intelligence in Motion” event in London’s Canary Wharf.
At the event, eToro revealed a host of new products including its rebuilt AI-first app, proactive AI assistant Tori, agentic trading capabilities, sub-accounts, agent wallets, a growing App Store ecosystem and eToro Edge, a new platform for professional traders.
Alongside the product announcements, the company unveiled a refreshed visual identity and the new brand platform, “Know better”, designed to reflect eToro’s focus on helping investors make more informed financial decisions.
Speaking to Financial Promoter, Amy Butler, VP corporate communications at eToro, said the showcase was designed to bring together the company’s diverse stakeholder community while demonstrating how AI is reshaping the investing experience.
For Butler, the event offered an opportunity to connect with a broad range of stakeholders at an important moment.
“The investing industry is at an inflection point,” she said. “AI is transforming how people access, analyse and act on information. In time, every broker will have AI tools. For us, it’s AI powered by a community of millions. That’s our difference.”
The event marks one of eToro’s most significant launches in recent years and comes as financial services firms increasingly compete to define their role in an AI-driven future.
That emphasis on combining technology with human insight was a recurring theme throughout the event. While many firms are racing to introduce AI capabilities, eToro’s messaging centred on the value of its global investor community and the collective intelligence generated through millions of investment decisions.
The launch also provided a platform for the company to tell a broader corporate story, linking new technologies with its long-standing mission of democratising access to investing.
“We announced a lot that is ‘new’ but one thing that has never changed is our purpose,” Butler added.
“Since 2007 the vision hasn’t changed – opening the markets to everyone. The technology keeps evolving, and we use it to level the playing field faster.”