eToro’s New Investing App Puts an AI Agent at the Center

Online brokerage eToro has unveiled a new mobile app and a broader brand refresh under the tagline “Know better,” signaling how aggressively consumer investing is moving toward AI‑driven experiences.

At the center of the redesign is Tori, a proactive AI investing agent. Rather than waiting for users to type queries, Tori continuously analyzes each customer’s portfolio, trading history, and the aggregated behavior of millions of investors on eToro. It then surfaces timely insights—such as unusual moves in a held stock, emerging trends in a sector, or risk concentrations—directly in the app, aiming to nudge users before they miss something important.

The announcement also included a new desktop platform for active traders, an expanding in‑app “store” for add‑on tools, and updated options for self‑custody of crypto assets. While the service is not yet broadly targeted at Japanese retail investors, the combination of community‑sourced data and agentic AI makes eToro’s redesign a useful reference point for brokers and fintech startups worldwide that are rethinking what an investing app should look like in the AI era.