eToro has introduced a new product layer aimed at transforming its platform into a developer-driven ecosystem. With the launch of the eToro App Store and its accompanying Builders Portal, the company is opening its infrastructure to third-party developers, enabling the creation and distribution of AI-powered trading, analytics, and automation tools to its global base of over 40 million users.
This move represents a strategic shift from a traditional brokerage model toward a platform-based architecture. By allowing developers, quantitative strategists, and advanced users to build directly on top of its infrastructure, eToro is positioning itself as a marketplace for financial innovation rather than just a destination for trading. At the core of this initiative is the concept of a “builders economy.” Through the App Store, developers gain access to a large, ready-made audience, while users gain access to a new generation of tools that were previously limited to institutional environments. These include algorithmic trading systems, advanced analytics dashboards, and automated portfolio management solutions.
The Builders Portal provides structured access to eToro’s underlying infrastructure, including public APIs, agent capabilities, and Model Context Protocol (MCP) servers. This enables developers to build applications that integrate directly into the platform’s core functionality, from order execution to portfolio tracking and social data analysis. A key component of the ecosystem is its focus on accessibility. Through AI-powered no-code and low-code environments, users can create custom financial tools using natural language prompts, lowering the barrier to entry for innovation. This aligns with a broader industry trend toward democratizing access to advanced financial technology. Applications developed within the ecosystem can leverage several core capabilities, including real-time market data streaming, automated trade execution, portfolio rebalancing, and integration with eToro’s social trading features. This allows for a seamless connection between user-generated tools and the platform’s existing infrastructure.
According to CEO Yoni Assia, the launch is about unlocking innovation at scale by giving developers direct access to users, while simultaneously giving users more control and flexibility over how they interact with financial markets.
Founded in 2007, eToro has been a pioneer in social trading, introducing features such as CopyTrader™ that allow users to replicate the strategies of experienced investors. Today, the platform operates in over 75 countries and manages approximately $17.6 billion in assets under administration. The introduction of an AI-enabled app marketplace reflects a broader shift toward what is increasingly described as “agentic finance,” where software agents assist or automate investment decisions. By embedding developer tools and AI capabilities directly into its platform, eToro is positioning itself as a foundational layer for this next phase of financial services.
