eToro rebuilt its app around an AI agent — and one of its new features can trade for you

eToro used a London event on 7 July to relaunch its app, and the marketing line is three words: AI-first, smart, social. That's easy to skim past as another broker bolting "AI" onto a release. But underneath the branding there's one feature that genuinely changes what the platform does — and it's worth separating from the noise before you update anything.

The headline is Tori, described as eToro's proactive AI agent. Instead of waiting for you to ask, it surfaces portfolio insights, market signals, and the reason behind a price move at the moment it happens — and you can reach it from WhatsApp or an Apple Watch, not just inside the app. eToro is explicit about one thing here, and it matters: Tori "does not provide investment advice… it's an AI-powered tool designed to offer educational content, data and general market insights." So the assistant informs; it doesn't tell you what to buy.

The part that actually changes the game

Here's what's easy to miss in the coverage. Alongside Tori, eToro launched agent-powered portfolios — and these let you "build or copy AI agents that trade around the clock on your behalf, each running inside their own sub-account."

Read that again slowly. This isn't an assistant suggesting ideas. This is software placing trades, continuously, without you tapping the button each time. eToro's whole identity was built on copying another human's portfolio; this moves it to letting an agent trade for you. That's a real capability, not a rebrand, and it's the thing in this launch worth understanding properly.

The sub-account design is a sensible guardrail — each agent runs in its own ring-fenced pocket rather than loose in your main balance, and eToro says you "retain oversight throughout." But be honest with yourself about what oversight means when the agent trades around the clock and you sleep eight hours of it. You're still accountable for what it does between the times you look. That's not a reason to avoid it — it's a reason to read exactly what an agent can and can't do, and how you switch it off, before you ever turn one on.

What else shipped

• eToro edge — a new desktop platform with professional-grade charting and analytics, aimed at heavier traders. Notable because eToro has been mobile-first for years, and plenty of people have asked to trade from a real screen.
• Instant self-custody wallets — set up a self-custody crypto wallet straight from Tori "in seconds," powered by Zengo, the self-custody technology eToro now owns. If you want your keys in your own hands rather than on the exchange, that's the pitch.
• A rebrand — new logo, new tagline: "Know better."

One practical caveat from eToro's own release: availability "may vary by jurisdiction and country." So whether you actually see agent-powered portfolios or the self-custody wallet depends on where your account is regulated — check your own app rather than assuming the London launch reel applies to you.

So is it worth caring about?

If you're already on eToro, the faster app and the desktop option are straightforward wins — nothing to overthink. The agentic-trading piece is the one that deserves a genuine pause. An AI that explains the market to you is a research tool. An AI that trades for you while you're not watching is a different kind of decision, and the question isn't whether it's clever — it's whether you're comfortable being responsible for trades you didn't personally place.

Would you hand a slice of your portfolio to an agent that trades on its own, as long as it sat in its own sealed sub-account? That's the actual question this launch puts in front of you — and it's yours to answer, not ours. This is a product observation, not a nudge to open an account; eToro isn't a broker we're licensed to recommend, and automated trading carries the same risks as any other, only faster. For the specifics, read eToro's own announcement first — it's the primary source, and it spells out the disclaimers this piece is summarising.