eToro

eToro was founded as RetailFX in 2007{{Cite web |last=Levy |first=Dotan |date=28 October 2019 |title=Social Trading Company eToro Expands Offices |url=https://www.calcalistech.com/ctech/articles/0,7340,L-3772561,00.html|access-date=2019-11-02 |website=CTECH}} in Tel Aviv, by brothers Yoni Assia and Ronen Assia together with David Ring.{{Cite web |last=Rust |first=Donnie |date=7 November 2013 |title=eToro. Seriously? Is It That Easy? |url=http://www.littlegatepublishing.com/2013/11/etoro/ |url-status=dead |archive-url=https://web.archive.org/web/20140323080929/http://www.littlegatepublishing.com/2013/11/etoro/ |archive-date=23 March 2014 |access-date=10 May 2016 |publisher=Littlegate Publishing}} In 2010, the firm released the eToro OpenBook social investment platform. This included the CopyTrader feature, enabling users to replicate the trading strategies of top-performing investors automatically.{{Cite web |last=Greenberg |first=Michael |date=12 July 2010 |title=eToro launches its own Forex Social Community – OpenBook |url=http://www.financemagnates.com/forex/brokers/etoro-launches-its-own-forex-social-community-openbook/ |access-date=13 May 2015 |publisher=Finance Magnates}} Later that year, the firm released an Android app.{{Cite web |last=Greenberg |first=Michael |date=7 October 2010 |title=eToro's OpenBook goes mobile |url=http://www.financemagnates.com/forex/brokers/etoros-openbook-goes-mobile/ |access-date=13 May 2015}}

Between 2007 and 2013, the company raised $31.5 million across four funding rounds.{{Cite web |last=Arrington |first=Michael |date= 8 June 2010 |title=eToro Adds $2.4 Million to the Coffers: "Zynga For Real Men" |url=https://techcrunch.com/2010/06/08/etoro-adds-2-4-million-to-the-coffers-zynga-for-real-men/ |access-date= 13 May 2015 |publisher=TechCrunch}}{{Cite web |last=Lunden |first=Ingrid |date= 13 March 2012 |title=Social Investment Network eToro Is Picking Up Another $15 Million From Spark, Others |url=https://techcrunch.com/2012/03/13/social-investment-network-etoro-is-picking-up-another-15-million-from-spark-others |access-date=13 May 2015 |publisher=TechCrunch}} By December 2014, it had secured an additional $27 million from Russian and Chinese investors.{{Cite web |last=Williams-Grut |first=Oscar |date= 12 December 2014 |title=Silicon Round-Up: eToro plans UK push after snagging $27m from Russians and Chinese |url=https://www.standard.co.uk/business/markets/silicon-roundup-etoro-plans-uk-push-after-snagging-27m-from-russians-and-chinese-9921635.html |access-date=13 May 2015 |website=London Evening Standard}}

In 2013, eToro expanded its product range, allowing investments in stocks and CFDs alongside commodities and currencies, with an initial offering of 110 stocks that later grew to over 3,000 financial products.{{Cite web |last=Finberg |first=Ron |date=25 July 2013 |title=eToro Adds Stocks on its Social Trading Network as Operations Evolve |url=http://www.financemagnates.com/forex/brokers/etoro-adds-stocks-on-its-social-trading-network-as-operations-evolve/ |access-date= 13 May 2015 |publisher=Finance Magnates}}{{Cite web |last= |date=27 April 2022 |title=A Beginner's Guide to Trading with eToro |url=https://alphanewscall.com/2022/04/27/a-beginners-guide-to-trading-with-etoro/ |access-date=2022-05-17 |website=AlphaNewsCall |language=en-US}} The same year, it was authorized to provide services in the UK under its eToro UK subsidiary.{{Cite web |title=583263 – eToro (UK) Ltd – FCA |url=http://www.fsa.gov.uk/register/firmRegulator.do?sid=301524 |access-date=13 May 2015 |publisher=FCA |archive-date=16 April 2014 |archive-url=https://archive.today/20140416094031/http://www.fsa.gov.uk/register/firmRegulator.do?sid=301524 |url-status=dead }}{{Cite news |last=Reddan |first=Fiona |title=Looking to boost your income? eToro is looking for Irish freelance fund managers |url=https://www.irishtimes.com/business/personal-finance/looking-to-boost-your-income-etoro-is-looking-for-irish-freelance-fund-managers-1.3534865 |access-date=2019-11-02 |newspaper=The Irish Times |language=en}} By 2014, some referred to eToro as "Israel's biggest export." In January 2014, the company added cryptocurrencies to its available instruments,{{Cite web |date=16 May 2018 |title=Breaking: eToro Enters the US Market by Offering Cryptocurrency Trading |url=https://www.financemagnates.com/forex/brokers/breaking-etoro-enters-us-market-offering-cryptocurrency-trading/ |access-date=2019-04-13 |website=Finance Magnates |language=en}}{{Cite web |last=Doshi |first=Vidhi |date=13 January 2014 |title=eToro launches Bitcoin trade |url=http://techcitynews.com/2014/01/13/etoro-launches-bitcoin-trade/ |url-status=dead |archive-url=https://web.archive.org/web/20170629224433/http://techcitynews.com/2014/01/13/etoro-launches-bitcoin-trade/ |archive-date=29 June 2017 |access-date= 13 May 2015 |website=TechCityNews.com}}{{Cite web |date= 14 April 2014 |title=German and British Stocks Now Available for Investment |url=http://www.forexbrokernews.com/etoro/german-and-british-stocks-now-available-for-investment/ |url-status=dead |archive-url=https://web.archive.org/web/20150518094513/http://www.forexbrokernews.com/etoro/german-and-british-stocks-now-available-for-investment/ |archive-date= 18 May 2015 |access-date= 13 May 2015 |website=ForexBrokernews.com}}{{Cite web |date=8 November 2018 |title=eToro rolls out its cryptocurrency wallet for Android and iOS |url=https://thenextweb.com/hardfork/2018/11/08/etoro-cryptocurrency-wallet-trading/ |access-date=2019-11-02 |website=The Next Web |language=en-us}} and later that year, it introduced currency futures investments for the Russian ruble and Chinese yuan.{{cite web| url =https://www.timesofisrael.com/etoro-courts-russian-chinese-currency-traders-and-investors/| title =eToro courts Russian, Chinese currency traders, and investors| last =Shaman| first =David| date =23 November 2014| publisher =The Times of Israel | access-date = 9 November 2024}}

In December 2017, eToro partnered with CoinDash to develop blockchain-based social trading.{{Cite news |date=14 December 2017 |title=eToro Partners CoinDash to Develop Blockchain-Based Social Trading |language=en-US |work=Finance Magnates |url=https://www.financemagnates.com/forex/brokers/etoro-partners-coindash-develop-blockchain-based-social-trading/ |access-date=2018-05-14}} The following year, it raised $100 million in private funding,{{Cite web |title=eToro raises $100 million from investors |date=27 March 2018|url=https://thecashdiaries.com/2018/03/27/etoro-raises-100-from-investors/ |access-date=2018-03-27 |publisher=TheCashDiaries |archive-date=27 March 2018 |archive-url=https://web.archive.org/web/20180327090055/https://thecashdiaries.com/2018/03/27/etoro-raises-100-from-investors/ |url-status=dead }} bringing total investment to over $162 million from various firms.{{Cite web|last=Orbach|first=Meir|date=8 December 2020|title=eToro joins Israeli unicorn club by tripling valuation in two years to reach $2.5 billion|url=https://www.calcalistech.com/ctech/articles/0,7340,L-3879974,00.html|access-date=2021-09-10|website=CTECH}}

In March 2019, eToro acquired Danish blockchain company Firmo.{{Cite news |last=Manuel Baigorri, Alastair Marsh |title=Trading Platform EToro to Buy Danish Blockchain Company Firmo |url=https://www.bloomberg.com/news/articles/2019-03-25/trading-platform-etoro-is-said-close-to-buying-denmark-s-firmo |access-date=2019-11-02 |newspaper=Bloomberg|date= 25 March 2019 }}{{Cite web |title=Social investment platform eToro acquires smart contract startup Firmo |url=https://techcrunch.com/2019/03/25/social-investment-platform-etoro-acquires-smart-contract-startup-firmo/ |access-date=2019-11-02 |website=TechCrunch |date=25 March 2019 |language=en-US |archive-date= 17 March 2020 |archive-url=https://web.archive.org/web/20200317193724/http://social.techcrunch.com/2019/03/25/social-investment-platform-etoro-acquires-smart-contract-startup-firmo/ |url-status=live }} In October 2019, eToro released a sentiment-based cryptocurrency portfolio that uses AI to assess Twitter's real-time sentiment on digital assets.{{Cite web |last=Ballentine |first=Claire |date=15 October 2019 |title=Crypto Portfolio Will Analyze Twitter to Gauge Trader Sentiment |url=https://www.bloomberg.com/news/articles/2019-10-15/crypto-portfolio-will-analyze-twitter-to-gauge-trader-sentiment |access-date=2019-12-05 |website=www.bloomberg.com}} Shortly after, in November 2019, eToro acquired Delta, a crypto portfolio tracking app based in Belgium.{{Cite web |title=Investment platform eToro acquires crypto portfolio tracker app Delta |url=https://techcrunch.com/2019/11/06/investment-platform-etoro-acquires-crypto-portfolio-tracker-app-delta/ |access-date=2019-12-05 |website=TechCrunch |date=6 November 2019}}{{Cite web |date=8 November 2019 |title=Currency Revolution Series: What Does M&A Deal of eToro and Delta Mean For? |url=https://www.econotimes.com/Currency-Revolution-Series-What-Does-MA-Deal-of-eToro-and-Delta-Mean-For-1567404 |access-date=2019-12-05 |website=EconoTimes}} In March 2019, the company launched its cryptocurrency trading platform and standalone cryptocurrency wallet for US users.{{Cite web|title=EToro bringing crypto trading and wallet to the US|url=https://techcrunch.com/2019/03/07/etoro-bringing-crypto-trading-and-wallet-to-the-us/|access-date=2019-12-05|website=TechCrunch|date=7 March 2019}}{{Cite web|last=Digalaki|first=Eleni|title=eToro has launched in the US|url=https://www.businessinsider.com/etoro-launches-in-us-2019-3|access-date=2019-12-05|website=Business Insider|archive-date=13 June 2021|archive-url=https://web.archive.org/web/20210613201714/https://www.businessinsider.com/etoro-launches-in-us-2019-3|url-status=dead}}{{Cite news|date=2 October 2020|title=A 32-Year-Old Trader Is Driving 21,000 Amateur Stock Investors|work=Bloomberg.com|url=https://www.bloomberg.com/news/articles/2020-10-02/robinhood-versus-etoro-brokerage-showdown-looming-in-stock-market-investing|access-date=2020-10-19}}

Financially, 2020 proved a landmark year for eToro, with a 147% year-over-year growth, a 275% increase in funded accounts, and a gross revenue of $605 million. The company reported 1.2 million funded accounts, managed by a team of 1,100 employees worldwide. That year, eToro also acquired Marq Millions, its UK e-money division, rebranding it as eToro Money,{{cite web|title=eToro Acquires Marq Millions to Support Debit Card Launch|url=https://www.financemagnates.com/forex/brokers/etoro-acquires-marq-millions-to-support-debit-card-launch/|access-date=2021-01-11|website=financemagnates.com|date= 30 July 2020}}{{Cite web |title=With Robinhood's UK launch delayed, eToro to bring out UK debit card following acquisition |url=https://techcrunch.com/2020/07/29/with-robinhoods-uk-launch-delayed-etoro-to-bring-out-uk-debit-card-following-acquisition/ |access-date=2022-04-07 |website=TechCrunch |date= 29 July 2020}} and obtained Visa's primary membership along with an electronic money institution (EMI) license from the UK's Financial Conduct Authority.{{cite web|title=eToro plans debit card launch ahead of rival's entry to UK|url=https://www.siliconrepublic.com/business/etoro-debit-card-instant-cash-in-cash-out|access-date=2021-01-11|website=siliconrepublic.com|date= 29 July 2020 }} In December 2021, it launched the eToro Money debit card for UK residents.{{cite web|title=eToro is launching its first debit card in the UK|url=https://www.businessinsider.com/etoro-launches-debit-card-in-uk-2020-7|access-date=2021-01-11|website=businessinsider.com|archive-date=4 October 2022|archive-url=https://web.archive.org/web/20221004062626/https://www.businessinsider.com/etoro-launches-debit-card-in-uk-2020-7|url-status=dead}} In 2021, the company reported operating in 140 countries{{Cite web|title=Sogar Aktienhandel zum Nulltarif|url=https://www.platow.de/archiv/der-platow-brief/der-platow-brief-ausgabe-vom-12.08.2019/2019/08/09/sogar-aktienhandel-zum-nulltarif/|access-date=2019-11-02|website=www.platow.de|date=9 August 2019 |language=de}}{{Cite web|date=18 June 2019|title=Facebook announces launch of Libra cryptocurrency to take on bitcoin|url=https://www.express.co.uk/finance/city/1141853/facebook-libra-cryptocurrency-bitcoin-mark-zuckerberg-crv|access-date=2019-11-02|website=Express.co.uk}} and having 20 million users.{{Cite web|last=Chatenay|first=Victor|title=Trading app eToro goes public via $10.4 billion SPAC deal|url=https://www.businessinsider.com/etoro-looking-toward-us-expansion-with-spac-deal-2021-3|access-date=2021-06-01|website=Business Insider|language=en-US|archive-date=21 July 2021|archive-url=https://web.archive.org/web/20210721132519/https://www.businessinsider.com/etoro-looking-toward-us-expansion-with-spac-deal-2021-3|url-status=dead}}

In March 2021, eToro announced plans to go public via a merger with FinTech Acquisition Corp V (NASDAQ:FTCV), a special-purpose acquisition company (SPAC) backed by former Bancorp CEO Betsy Z. Cohen.{{Cite web|url=https://edition.cnn.com/2021/03/16/investing/etoro-spac-robinhood/|title=Online trading firm eToro going public in more than $10 billion SPAC deal|date=16 March 2021|access-date=2021-03-18|website=CNN|last=La Monica|first=Paul}} The combined entity was expected to operate as eToro Group Ltd with an implied enterprise value of $10.4 billion, supported by $650 million in funding from private investment funds.{{Cite web|title=Trading platform eToro to go public via SPAC merger in $10B deal|url=https://techcrunch.com/2021/03/16/trading-platform-etoro-to-go-public-via-spac-merger-in-10b-deal/|access-date=2021-08-04|website=TechCrunch|date=16 March 2021}}{{Cite news|last=Hussain|first=Noor Zainab|date=16 March 2021|title=Israel's eToro to go public through $10.4 billion SPAC deal backed by SoftBank, others|work=Reuters|url=https://www.reuters.com/article/etoro-m-a-fintech-acquisit-int-idUSKBN2B81MQ|access-date=2021-08-04}} However, due to market instability and internal challenges within the SPAC, including "material weaknesses" in its financial controls, the deal was canceled by mid-2022.{{cite web| url= https://fxnewsgroup.com/forex-news/retail-forex/etoro-looking-at-alternatives-to-spac-ipo/ | title= eToro looking at alternatives to SPAC IPO | date = 23 May 2022| publisher= FX News Group | access-date= 9 November 2024}}{{cite web| url= https://www.financemagnates.com/forex/etoro-and-fintech-acquisition-corp-terminate-merger-deal/| title= eToro and FinTech Acquisition Corp Terminate Merger Deal| last= Erazo| first= Felipe| date= 5 July 2022| publisher= Finance Magnates | access-date= 9 November 2024}} By that time, eToro had invested heavily in preparation for the IPO, contributing to a net loss of $265 million for 2021.{{cite web| url= https://fxnewsgroup.com/forex-news/retail-forex/etoro-posts-2021-revenues-of-1-23b-net-loss-265m/| title= eToro posts 2021 Revenues of $1.23B, Net Loss $265M | date = 7 March 2022| publisher= FX News Group | access-date= 9 November 2024}} Following the cancellation, eToro implemented cost-cutting measures, including laying off approximately 100 employees, or around 6% of its workforce, to stabilize its finances.{{cite web| url= https://fxnewsgroup.com/forex-news/retail-forex/etoro-lays-off-100-in-wake-of-failed-spac-ipo/ | title= eToro lays off 100 in wake of failed SPAC IPO | date = 6 July 2022| publisher= FX News Group | access-date= 9 November 2024}}

In August 2022, eToro signed a definitive agreement to acquire Gatsby, a fintech startup specializing in options and stock trading, for $50 million in cash and stock.{{Cite web |last=Azevedo |first=Mary Ann |date=17 August 2022 |title=eToro gets the great Gatsby on its horns for $50M |url=https://techcrunch.com/2022/08/17/fintech-etoro-to-acquire-startup-gatsby-for-50m/ |access-date=2022-10-16 |website=TechCrunch}} In April 2023, the company announced a partnership with Twitter to allow users to click on ticker symbols preceded by a dollar sign, redirecting them to an eToro trading page.{{cite web| url =https://www.timesofisrael.com/twitter-partners-with-israeli-high-risk-trading-platform-etoro/| title =Twitter partners with Israeli high-risk trading platform eToro| last =Weinglass| first =Simona| date =15 April 2023| publisher =The Times of Israel| access-date = 9 November 2024}}

In November 2022, eToro purchased a Lisbon-based portfolio management tools provider, Bulsheet, for an undisclosed sum.{{Cite web |date=2022-10-27 |title=No sheet: eToro acquires portfolio management provider Bullsheet |url=https://tech.eu/2022/10/27/no-sheet-etoro-acquires-portfolio-management-provider-bullsheet/ |access-date=2025-03-20 |website=Tech.eu}}

In April 2023, eToro became a partner for X's cashtags, providing real-time asset prices for stocks, exchange-traded funds (ETFs), commodities and cryptocurrencies.{{Cite web |date=2024-06-12 |title=eToro and X Partner as the Social Media Platform Handled 1.4 Billion Posts on Trading |url=https://www.financemagnates.com/forex/etoro-and-x-partner-as-the-social-media-platform-handled-14-billion-posts-on-trading/ |access-date=2025-03-20 |website=Financial and Business News |language=en}}{{Cite web |date=2023-04-13 |title=With Key Twitter Partnership, eToro is Now Literally in Social Trading |url=https://www.financemagnates.com/cryptocurrency/twitter-goes-deeper-into-trading-with-cashtags/ |access-date=2025-03-20 |website=Financial and Business News |language=en}}

In 2023, eToro completed a $250 million funding round that valued the company at $3.5 billion.{{Cite news|title=Israel's eToro valued at $3.5 bln in funding round, months after ending SPAC deal |publisher=Reuters|url=https://www.reuters.com/markets/deals/israels-etoro-valued-35-bln-funding-round-months-after-ending-spac-deal-2023-03-21/| date=21 March 2023|access-date=9 November 2024}} However, eToro's financial performance in 2023 showed mixed results: eToro UK reported a 14% drop in net income and a 28% decrease in comprehensive income.{{cite web| url =https://www.financemagnates.com/fintech/etoros-2023-net-income-drops-15-as-trading-commissions-decline/| title =eToro UK's 2023 Net Income Drops 15% as Trading Commissions Decline| last =Kirui| first =Jared| date =3 October 2024| publisher =Finance Magnates | access-date =9 November 2024}}

In June 2024, eToro announced a financial education partnership with X for the UK, Germany, France, Italy, Spain, the UAE and the US markets.{{Cite web |last=Gottsegen |first=Gordon |date=2024-06-12 |title=Online broker eToro partners with X to educate investors through social media |url=https://www.morningstar.com/news/marketwatch/20240612332/online-broker-etoro-partners-with-x-to-educate-investors-through-social-media |access-date=2025-03-20 |website=Morningstar, Inc. |language=en}} The same year, the company launched the eToro Academy.{{Cite web |date=2024-08-04 |title=איך עובד שוק ההון ומה זה קריפטו? העוקבים של Nas ידעו בקרוב - וואלה כסף |url=https://finance.walla.co.il/item/3682370 |access-date=2025-03-20 |website=וואלה |language=he}}{{Cite web |last=ומחשבים |first=מערכת אנשים |date=2024-08-05 |title=נאס דיילי ואיטורו ישתפו פעולה וילמדו את הגולשים על פיננסים - |url=https://www.pc.co.il/featured/413726/ |access-date=2025-03-20 |website=אנשים ומחשבים - פורטל חדשות היי-טק, מיחשוב, טלקום, טכנולוגיות |language=he-IL}}{{Cite web |last= |first= |date=2024-08-13 |title=UAE Retail Investors Split on Who Harbours Financial Education Responsibility, eToro Reveals |url=https://thefintechtimes.com/uae-retail-investors-split-on-who-harbours-financial-education-responsibility-etoro-reveals/ |access-date=2025-03-20 |website=The Fintech Times |language=en-GB}}

In July 2024, eToro announced a partnership with the London Stock Exchange, aiming to add over 1,000 new UK stocks in the coming months. That month, it also collaborated with Bocconi University and joined the European FS Financial Services Tech Hub. In September 2024, eToro acquired the Australian app Spaceship for nearly $55 million.{{cite web| url =https://www.financemagnates.com/fintech/etoro-ventures-into-italian-fintech-through-collaboration-with-sda-bocconi/| title =eToro Ventures into Italian Fintech through Collaboration with SDA Bocconi| last =Sikder| first =Tareq| date =15 July 2024| publisher =Finance Magnates | access-date = 9 November 2024}}{{cite web| url =https://www.financemagnates.com/fintech/etoro-to-add-1000-uk-stocks-in-lse-partnership/| title =eToro to Add 1,000+ UK Stocks in LSE Partnership | last =Chmiel| first =Damien| date =25 July 2024| publisher =Finance Magnates | access-date = 9 November 2024}}

In August 2024, eToro partnered with Dubai Financial Market (DFM),{{Cite web |last=Bandyopadhyay |first=Somshankar |title=DFM seeks to widen investor base with eToro partnership |url=https://www.khaleejtimes.com/business/markets/dfm-seeks-to-widen-investor-base-with-etoro-partnership |access-date=2025-03-20 |website=Khaleej Times |language=en}} in September 2024 with Deutsche Börse for German stocks listed on the Frankfurt Stock Exchange,{{Cite web |title=eToro Partners with Deutsche Börse to Expand German Stock Offerings |url=https://www.fazzaco.com/newsdetail/etoro-partners-with-deutsche-b%C3%B6rse-to-expand-german-stock-offerings-344857 |access-date=2025-03-20 |website=www.fazzaco.com}} in October 2024 with ARK Invest to launch a technology-focused ETF portfolio. In November 2024, the company received a license to operate in New York.{{Cite web |last=Boughedda |first=Sam |date=2024-11-21 |title=eToro Obtains New York License, Announces Launch |url=https://www.leaprate.com/forex/brokers/etoro-obtains-new-york-license-announces-launch/ |access-date=2025-03-20 |website=LeapRate |language=en-US}}

In March 2024, the company announced that it is considering New York or London as potential venues for an initial public offering (IPO).{{Cite news|title= Israel's eToro considers New York IPO, seeks $3.5 bln valuation, FT says |publisher=Reuters|url= https://www.reuters.com/markets/deals/israels-etoro-considers-new-york-ipo-seeks-35-bln-valuation-ft-says-2024-03-10/ | date=10 March 2024|access-date=9 November 2024}} In December 2024, eToro hired Goldman Sachs to lead its IPO in the United States, planned for 2025. In January 2025, eToro confidentially filed documents with the U.S. Securities and Exchange Commission (SEC), aiming for a valuation exceeding $5 billion.{{Cite news |title=Trading Platform eToro Taps Goldman Sachs As it Plans US IPO |url= https://www.bloomberg.com/news/articles/2024-12-06/trading-platform-etoro-is-said-to-pick-goldman-sachs-for-us-ipo |access-date=2024-12-06 |newspaper=Bloomberg|date= 23 January 2025 }}{{Cite news |title=Retail trading platform eToro files for US IPO and chases $5bn valuation|url= https://www.ft.com/content/0c492c61-a2ba-4314-b970-8753e34647bb |access-date=16 January 2025 |newspaper=Financial Times|date= 23 January 2025 }}

On March 24, 2025, it was reported that eToro officially filed for an initial public offering in the United States. On May 14, eToro completed its IPO and listed its shares on the Nasdaq under the ticker symbol "ETOR".{{Cite news |title=Trading platform eToro files for IPO|url= https://www.cnbc.com/2025/03/24/trading-platform-etoro-files-for-us-ipo.html |newspaper=CNBC}}{{Cite news |title=Trading platform eToro files for IPO|url= https://www.bloomberg.com/news/articles/2025-05-14/trading-platform-etoro-surges-42-after-620-million-upsized-ipo.html |newspaper=Bloomberg}}

eToro's primary research and development office is based in Tel Aviv, Israel. Its other legal entities are registered in the UK, US, Australia, Cyprus and UAE. The company operates under regulatory oversight from several major authorities: CySEC in the EU, FCA in the UK, FinCEN in the United States, and ASIC in Australia.{{Cite web |title=Gen Y investors bank on disruption |url=https://www.theaustralian.com.au/business/technology/gen-y-investors-bank-on-disruption/news-story/3a807be7465278f93cbe8d93046a4440 |access-date=2019-11-02 |website=The Australian}} As of 2022, eToro maintained operations in 140 countries. In 2023, the company received an approval from Financial Services Regulatory Authority (FSRA) of ADGM{{Cite web |date=2023-11-27 |title=eToro recognises Abu Dhabi as a rising fintech hub, receives approval from ADGM to operate in the UAE |url=https://www.adgm.com/media/announcements/etoro-receives-approval-from-adgm-to-operate-in-the-uae |access-date=2025-03-04 |website=www.adgm.com |language=en}} to launch in the UAE and added ISA offering. The company operates in 75 countries and has 38 million users.

eToro is known for substantial investments in marketing, which include sports sponsorships and traditional advertising. In 2020, eToro released a high-profile ad starring Alec Baldwin that quickly accumulated 3 million views on YouTube.{{cite web| url =https://www.smh.com.au/business/markets/sock-puppets-and-lifeline-ads-welcome-to-the-wild-world-of-copy-trading-20201210-p56maf.html| title =Sock puppets and Lifeline ads: Welcome to the wild world of cope trading| last =Danckert| first =Sarah| date =12 December 2020| publisher =The Sydney Morning Herald | access-date =2024-10-30}}

In February 2022, eToro aired its first Super Bowl commercial during Super Bowl LVI, also dubbed the "Crypto Bowl."{{Cite web |last=Locke |first=Taylor |date=14 February 2022 |title='To the moon': You probably saw the crypto Super Bowl ads—here's what to know before buying in on the hype |url=https://www.cnbc.com/2022/02/14/what-to-know-about-crypto-before-buying-into-super-bowl-ads.html |access-date=2022-04-29 |website=CNBC |language=en}}{{Cite web |last=Roach |first=Sarah |date=14 February 2022 |title=Coinbase's Super Bowl ad hooked 20 million people in one minute |url=https://www.protocol.com/bulletins/coinbase-super-bowl-results |access-date=2022-04-29 |website=Protocol |language=en}} The 30-second ad, titled "Flying Your Way," featured a consumer seeking cryptocurrency advice while crypto enthusiasts descended from the sky, asking, "To the moon?" The commercial also highlighted a Shiba Inu dog, referencing the meme coin Shiba Inu (SHIB), and included an appearance of a Bored Ape NFT, targeting a crypto-savvy audience.{{Cite web |last=Agarwal |first=Reshab |date=14 February 2022 |title=eToro Super Bowl ad doesn't compare well with FTX or Coinbase |url=https://techstory.in/etoro-super-bowl-ad-doesnt-compare-well-with-ftx-or-coinbase/ |access-date=2022-04-29 |website=TechStory |language=en-US}}{{Cite web |last=Beer |first=Jeff |date=14 February 2022 |title=How crypto brands failed to hijack the Super Bowl |url=https://www.fastcompany.com/90720707/how-crypto-brands-failed-to-hijack-the-super-bowl |access-date=2022-04-29 |website=Fast Company |language=en-US}}{{Cite web |title=Did you see it: A Bored Ape Made Its Way Into eToro's Super Bowl Ad |url=https://www.theboredapegazette.com/post/did-you-see-it-a-bored-ape-made-its-way-into-etoro-s-super-bowl-ad |access-date=2022-04-29 |website=www.theboredapegazette.com|date= 14 February 2022 }}

As of 2024, eToro's sponsorship portfolio encompasses five English Premier League clubs (Crystal Palace, Everton, Leicester City, Southampton, and Burnley), five Bundesliga teams (Eintracht Frankfurt, FC Augsburg, 1. FC Köln, Hamburger SV in Bundesliga 2, 1. FC Union Berlin, and VfL Wolfsburg), as well as the UK's Premiership Rugby Cup, Spain's Basketball Liga ACB, and Rugby Australia. In September 2024, eToro signed a two-year sponsorship agreement with Bayer 04 Leverkusen.{{cite web| url =https://www.financemagnates.com/fintech/etoro-secures-two-year-sponsorship-deal-with-bayer-04-leverkusen/| title =eToro Secures Two-Year Sponsorship Deal with Bayer 04 Leverkusen| last =Sikder| first =Tareq| date =2 September 2024| publisher =Finance Management | access-date = 9 November 2024}}{{cite web| url =https://www.financemagnates.com/forex/brokers/etoro-launches-12-new-football-sponsorships-in-the-uk-germany/| title =eToro Launches 12 New Football Sponsorships in the UK & Germany| last =Skinner| first =Celeste| date =17 September 2020| publisher =Finance Magnates | access-date = 9 November 2024}}

In July 2024, eToro collaborated with Lightricks' LTX Studio to produce an AI-generated advertisement that broadcast during the 2024 Summer Olympics in Paris.{{Cite web |last=Wright |first=Webb |date=24 July 2024 |title=New AI-generated ad from financial services company Etoro to air during Paris Olympics |url=https://www.thedrum.com/news/2024/07/24/new-ai-generated-ad-financial-services-company-etoro-air-during-paris-olympics |access-date=2025-03-20 |website=The Drum}}{{Cite web |date=2024-07-30 |title='I hate the pointless AI-made advert airing during Olympics coverage' |url=https://www.shieldsgazette.com/business/consumer/etoro-ai-made-advert-airs-during-olympics-4722372 |access-date=2025-03-20 |website=Shields Gazette |language=en}}

Critics argue that eToro's business model inherently conflicts with its customers' interests, as the company directly profits when customers incur losses.

In 2013, CySEC fined eToro €50,000 due to weaknesses identified in its organizational and operational structure, dating back to 2010.{{Cite web |date=12 February 2012 |title=CySEC Reaches Settlement With eToro at €50,000 for Undisclosed Violations |url=http://www.financemagnates.com/forex/brokers/cysec-reaches-settlement-with-etoro-for-e50000-for-undisclosed-violations/ |access-date=2015-05-13 |website= Finance Magnates}}

In 2015, Quebec authorities placed eToro on a blacklist of unauthorized foreign companies, citing its encouragement of local residents to invest in binary options through its platform.{{Cite web |date=23 June 2015 |title=FXTM and eToro Added to Québec Blacklist by Local Watchdog |url=https://www.financemagnates.com/binary-options/regulation/fxtm-and-etoro-added-to-quebec-blacklist-by-local-watchdog/ |access-date= 26 December 2024 |website= Finance Magnates}}{{Cite web |title=Options binaires - Un nouvel appel à la prudence |url=https://lautorite.qc.ca/grand-public/salle-de-presse/actualites/fiche-dactualite/options-binaires-un-nouvel-appel-a-la-prudence |date=23 June 2015 |access-date=26 December 2024 |website=Autorité des marchés financiers |language=fr}}

On 8 January 2021, eToro informed its European clients that "due to extreme market volatility in the crypto markets," margin positions for all leveraged crypto positions needed to be converted into non-leveraged. Customers were warned that failure to comply would lead to position closures within four hours.{{Cite news|last=Hirtenstein|first=Anna|date=11 January 2021|title=Online Platform eToro Called in Leveraged Crypto Trades When Bitcoin Price Peaked|language=en-US|work=Wall Street Journal|url=https://www.wsj.com/articles/online-platform-etoro-called-in-leveraged-crypto-trades-when-bitcoin-price-peaked-11610389892|access-date=2021-01-14|issn=0099-9660}}{{Cite news|date=12 January 2021|title=Trading App Offers $500 to Lure Investors to Open $5,000 Crypto Accounts|language=en|work=Bloomberg.com|url=https://www.bloomberg.com/news/articles/2021-01-12/bitcoin-btc-usd-buying-etoro-offers-500-reward-to-new-crypto-investors-in-us|access-date=2021-01-14}}

On 2 March 2022, eToro liquidated customer positions in Magnit stock (MGNTL.L), compensating customers at $0.01 per share. Prior to the Russian invasion of Ukraine in February 2022, Magnit shares were valued at $14.20 per share.{{cite news |last1=Hussain |first1=Ali |title=My Ryanair shares were flying high — then someone sold them |url=https://www.thetimes.com/article/my-ryanair-shares-were-flying-high-then-someone-sold-them-n8k9d8r5n |access-date=8 March 2022 |work=The Times |date= 18 September 2021}}{{cite news |last1=Wells |first1=Charlie |title=Russian Stock Dumped for 1 Cent Shocks Retail Investors on EToro |url=https://www.bloomberg.com/news/articles/2022-03-05/russia-stock-market-controversy-etoro-blindsides-traders-with-magnit-sale |access-date=8 March 2022 |publisher=Bloomberg |date=5 March 2022}}{{cite news |last1=Paz |first1=Javier |title=EToro Clients Up In Arms Over Forced Exit From Russian Investments |url=https://www.forbes.com/sites/javierpaz/2022/03/04/etoro-clients-up-in-arms-over-forced-exit-from-russian-investments/?sh=59053f2d1f8b |access-date=8 March 2022 |work=Forbes |date=4 March 2022}} Investors holding Russian American (ADRs) and global depository receipts (GDRs) argued that the forced closure was unlawful and initiated a petition, which quickly garnered a thousand signatures, though media reports have not confirmed any subsequent outcomes.{{cite web| url =https://www.financemagnates.com/forex/etoro-announced-forced-liquidation-in-magnit-holdings-petition-launched-against-the-move/| title =eToro Announced Forced Liquidation in Magnit Holdings, Petition Launched against the Move| last =Williamson| first =Matti| date =6 March 2022| publisher =Finance Magnates | access-date =2024-10-28}}{{cite web| url =https://www.bloomberg.com/news/articles/2022-03-05/russia-stock-market-controversy-etoro-blindsides-traders-with-magnit-sale| title =Russian Stock Dumped for 1 Cent Shocks Retail Investors on EToro| last1 =Wells| first1 =Charlie| last2 =Gyftopoulou| first2 =Loukia| date =5 March 2022| publisher = Bloomberg| access-date =2024-10-28}}{{cite news |last1=Gyftopoulou |first1=Loukia |title=Robinhood Rival EToro Reimburses Users After Dumping Russia's Magnit |url=https://www.bloomberg.com/news/articles/2022-03-07/etoro-reimburses-clients-after-dumping-magnit-at-a-penny-a-share |access-date=8 March 2022 |publisher=Bloomberg |date=7 March 2022}}

In 2023, the Italian Competition Authority fined eToro €1.3 million for misleading advertising. The Authority found that eToro's Italian website promoted zero-commission share trading but did not disclose various costs and financial risks, such as currency exchange fluctuations and operational limitations on customer rights. These omissions led consumers to make choices they might not have otherwise made, in violation of Articles 20, 21, and 22 of the Italian Consumer Code.{{cite web| url =https://en.agcm.it/en/media/press-releases/2023/7/PS12313| title =PS12313 – Italian Competition Authority: eToro fined 1.3 million euro for misleading advertising| date =17 July 2023| publisher =Autorità Garante della Concorrenza e del Mercato | access-date =9 November 2024}}{{cite web| url =https://www.reuters.com/business/italy-antitrust-body-fines-etoro-misleading-consumers-2023-07-17/| title =Italy antitrust body fines eToro for misleading consumers| date =17 July 2023| publisher =Reuters | access-date =9 November 2024 }}

In August 2023, the Australian Securities and Investments Commission filed a case against eToro Aus Capital Limited in Federal Court, alleging that the company of lack of compliance, more specifically, of violation of design and distribution obligations. The screening test for onboarding clients was so lax that nearly anyone could qualify. ASIC argued that eToro's target market for CFDs was overly broad for such a high-risk product. Between 5 October 5, 2021 and 14 June 14, 2023, almost 20,000 eToro clients reportedly lost money.

As of November 2024, court proceedings have been postponed eight times.{{cite web| url =https://asic.gov.au/about-asic/news-centre/find-a-media-release/2023-releases/23-204mr-asic-sues-etoro-in-its-first-design-and-distribution-action-to-protect-consumers-from-high-risk-cfd-products/| title =ASIC sues eToro in its first design and distribution action to protect consumers from high-risk CFD products| date= 3 August 2023| publisher =ASIC | access-date=2024-11-08}}

An investigation by the U.S. Securities and Exchange Commission discovered that since at least 2020, eToro operated as an unregistered broker and clearing agency, facilitating crypto asset trading as securities. On 12 September 2024, eToro USA LLC agreed to pay a $1.5M penalty to settle charges, no comments had been given to admit or deny the SEC's findings. The US clients were given 180 days to liquidate other crypto positions, with only Bitcoin, Bitcoin Cash, and Ether remaining available for trade.{{cite web| url =https://fxnewsgroup.com/forex-news/retail-forex/etoro-usa-to-pay-1-5m-to-settle-sec-charges-to-cease-trading-activity-in-nearly-all-crypto-assets/| title =eToro USA to pay $1.5M to settle SEC charges, to cease trading activity in nearly all crypto assets| last =Nikolova| first =Maria| date =12 September 2024| publisher = FX News Group| access-date =9 November 2024}}{{cite web| url =https://www.sec.gov/newsroom/press-releases/2024-125| title =eToro Reaches Settlement with SEC and Will Cease Trading Activity in Nearly All Crypto Assets| date =12 September 2024| publisher =U.S. Securities and Exchange Commission | access-date =9 November 2024}}{{cite web| url =https://www.marketwatch.com/story/etoro-reached-a-1-5m-settlement-with-the-sec-other-brokerages-could-be-next-daa9369f| title =eToro reached a $1.5M settlement with the SEC. Other crypto brokerages could be next| last =Gottsegen| first =Gordon| date =12 September 2024| publisher =Market Watch | access-date =9 November 2024}}

In May 2020, eToro announced the expansion of its commission-free offering to customers in the Asia-Pacific region. In response to eToro's announcement, the Securities Commission Malaysia (SC) publicly stated that eToro was operating without proper licensing in the country.{{cite web| url =https://theedgemalaysia.com/article/sc-etoro-not-licensed-registered-regulated-activities-malaysia| title =SC: eToro not licensed, registered for regulated activities in Malaysia| last =Hamdan| first =Muhammed Ahmad| date =20 May 2020| publisher =The Edge | access-date =9 November 2024}} The company stated that Asian investors are regulated under its ASIC license and can trade through it.

From 2008 to 2017, eToro operated in Canada without a license despite warnings from the Ontario Securities Commission (OSC). In 2018, eToro agreed to pay a $550,000 fine and an additional $25,000 in costs, and to disgorge nearly US$1.8 million. The company also committed to closing Ontario accounts and blocking its site from Canadian IP addresses.{{cite web| url =https://www.investmentexecutive.com/news/from-the-regulators/osc-fines-etoro-500000-for-trading-without-registration/| title =OSC fines eToro $500,000 for trading without registration| last =Langton| first =James| date =11 October 2018| publisher =Investment Executive | access-date =9 November 2024}}

In September 2022, the Reserve Bank of India (RBI), India's central bank, released a list of 34 unauthorised forex trading online platforms, which included eToro.{{cite news |date=11 September 2022 |title=RBI issues alert list: Declares these 34 forex trading online platforms as illegal |url=https://timesofindia.indiatimes.com/gadgets-news/rbi-issues-alert-list-declares-these-34-forex-trading-online-platforms-as-illegal/articleshow/94126965.cms |work=The Times of India}} It later updated the number of platforms to 88.{{Cite news |last=Kulkarni |first=Sneha |date=2024-10-22 |title=RBI updates list of unauthorised forex trading platforms; check the full list here, how to check authorised list |url=https://economictimes.indiatimes.com/wealth/save/rbi-updates-list-of-unauthorised-forex-trading-platforms-check-the-full-list-here-how-to-check-authorised-list/articleshow/114461461.cms |access-date=2025-03-20 |work=The Economic Times |issn=0013-0389}}

On 14 March 2024, the Securities and Exchange Commission of The Philippines issued an advisory against eToro. The company was marketing its offerings to Filipinos and allowed them to open accounts without the necessary license, an act punishable in the Philippines with up to 21 years in prison.{{cite web| url =https://www.financemagnates.com/forex/etoros-promoters-in-the-philippines-risk-up-to-21-years-in-jail/| title =eToro Promoters in The Philippines Risk up to 21 Years in Jail| last =| first =| date =5 April 2024| publisher =Finance Magnates | access-date =9 November 2024}} The company spokesman denied active promotion of its services in the Philippines and highlighted that it has no local presence in the country. In October 2024, the company announced that it will stop operations in the Philippines citing "risk management considerations". Philippines residents' access to all accounts will be stopped on 15 February 2025.{{cite web| url =https://www.financemagnates.com/fintech/etoro-cites-risk-management-considerations-behind-the-philippines-exit/| title =eToro Cites "Risk Management Considerations" Behind The Philippines Exit| last =Shome| first =Arnab| date =16 October 2024| publisher =Finance Magnates | access-date =9 November 2024}}

In July 2021, The Times of Israel published an investigation on eToro, exposing dozens of cases of staffing connections between eToro and Israel's largely fraudulent binary options industry. For example, Shmuel Hauser, former chairman of the Israel Securities Authority (ISA), joined eToro as an advisory board member after overseeing regulatory decisions that impacted the company. During Hauser's ISA tenure from 2011 to 2017, he agreed to modify a Knesset bill that would have restricted eToro's operations, which allowed eToro to continue expanding internationally. Although eToro did not engage in binary options, a sector under heavy scrutiny for fraudulent practices, the modified bill exempted companies like eToro from stricter regulations. In the same year, he resigned from his post at ISA amidst several high-profile anti-corruption scandals. After leaving the ISA, Hauser began advising eToro on regulatory issues worldwide. In 2021, Hauser became an advisory board member at eToro. At the same year, eToro announced that it had appointed Hedva Ber, former supervisor of banks at the Bank of Israel, in 2021 was appointed deputy CEO and global COO.

The Times of Israel also covered the story of Nir Barkat, Likud MK and former mayor of Jerusalem. Barkat was linked to eToro in the "Pandora Papers", revealing he held shares in the company, which is registered in the Virgin Islands despite most operations being based in Israel. While mayor, Barkat claimed his assets were under a blind trust, but leaks indicated they remained in his name until he transferred them to his brother upon joining the Knesset in 2019, contrary to Knesset Ethics Committee guidelines. In 2019, Barkat's net worth was valued at $139 million.{{cite web| url =https://www.timesofisrael.com/ex-securities-regulator-now-works-for-fintech-firm-that-pushed-him-to-weaken-law/| title =Ex-securities regulator now works for fintech firm that pushed him to weaken law| last1 =Weinglass| first1 =Simona| last2 =Solomon| first2 =Shoshanna| date =1 July 2021| work =The Times of Israel | access-date =2024-11-08}}{{cite web| url =https://www.timesofisrael.com/former-justice-minister-billionaire-among-israelis-named-in-pandora-papers/| title =Former justice minister, billionaire among Israelis named in 'Pandora Papers' | date= 4 October 2021| work =The Times of Israel | access-date= 8 November 2024}}

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