eToro USA

What eToro USA does

eToro USA is the US-regulated subsidiary of eToro Group, a publicly traded multi-asset social investment platform (Nasdaq: ETOR) founded in 2007. The US entity operates through eToro USA Securities Inc. (SEC-registered, FINRA/SIPC member) for securities and eToro USA LLC for virtual currency activity, subject to US geographic restrictions (Hawaii, Nevada, Puerto Rico, US Virgin Islands). The platform serves 40M+ registered retail users across 75 countries, offering trading access to 5,000+ assets across 20 stock exchanges, 150+ cryptocurrencies, ETFs, options, and commodities through a single web and mobile interface. The group operates regulated entities in the US, UK (FCA), Cyprus (CySEC), Australia (ASIC), Abu Dhabi (ADGM FSRA), and Seychelles (FSAS), with client assets custodied with J.P. Morgan, UBS, and Citi.

The platform's core technology centers on a social trading infrastructure with proprietary features including CopyTrader (real-time replication of trades from top-performing investors), Smart Portfolios (analyst-curated thematic baskets), and Alpha Portfolios (AI-driven strategies such as PureGrowth, PureMomentum, and ProPicks). The platform integrates TradingView's ProCharts for advanced charting and offers a non-custodial Web3 wallet (GoodWallet) and a regulated crypto wallet (eToro Money) for digital asset storage and DeFi access. Recurring Investments, stock lending, crypto staking (up to 12% APY), and a $100,000 virtual demo account round out the product surface.

Revenue is generated primarily through transaction-based fees: $0 commission on stocks (with $1-$2 opening/closing commissions depending on exchange/country), a flat 1% fee on crypto trades for Bronze/Silver/Gold tiers (reducing to 0.30-0.95% for Platinum/Diamond tiers), spreads on CFDs, overnight fees on leveraged positions, currency conversion fees, and stock lending facilitation (50% of net lending revenue). The company is product-led, with $10 minimum investments, fractional shares, an eToro Club tiered membership for fee discounts, and an Academy for content-led acquisition. Sports sponsorships (BWT Alpine F1, multiple European football clubs, Premier Rugby) drive top-of-funnel brand awareness, and the eToro Partners affiliate program provides a performance channel.

Name

eToro USA

Legal name

eToro USA Securities Inc.

Website

https://etoro.com

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

eToro USA is the US-regulated arm of eToro Group (Nasdaq: ETOR), a multi-asset social trading platform serving 40M+ retail investors across 75 countries with stocks, ETFs, crypto, and options trading anchored by its CopyTrader and AI-driven Alpha Portfolios products.

Ownership category

akta.pro rank

Product category

Retail Brokerage & Social Investing Platform

NAICS

Securities and Commodity Contracts Intermediation and Brokerage (5231), Commodity Contracts Intermediation (523160)

SIC

Security & Commodity Brokers, Dealers, Exchanges & Services (6200), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Copy Trading, Social Trading & Automated Trading Platforms (FSADAAAK)

Keywords

• Social trading platform
• Retail brokerage
• Crypto trading
• Multi-asset investing
• Copy trading

Headquarters

HQ city

Hoboken

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Stock Trading Commissions: eToro charges a flat commission of $1 or $2 when opening and closing stock positions, depending on the stock exchange and user's country of residence.
2. Cryptocurrency Trading Fees: A flat 1% fee per position on crypto trades for Bronze/Silver/Gold members, with reduced rates for Platinum, Platinum+, and Diamond Club members based on monthly trading volume. Additional 2% fee for crypto transfers to eToro wallet.
3. eToro Club Membership: Tiered membership program (Bronze, Silver, Gold, Platinum, Platinum+, Diamond) providing benefits including reduced trading fees, lower conversion fees, and inactivity fee exemptions. Club tiers are based on account equity or paid subscriptions.
4. Stock Lending Revenue: eToro facilitates stock lending where users opt in to lend their shares. Revenue is generated through facilitation and maintenance costs deducted from gross lending returns, with 50% of net revenue shared with eToro.
5. Stock Margin Trading: Leveraged stock positions with 0.15% commission on trade value when opening and closing, plus overnight fees on borrowed funds.
6. CFD Trading: Contracts for Difference on stocks, ETFs, crypto, currencies, commodities, and indices with opening/closing spreads of 0.15% for stocks/ETFs, 1% for crypto, and variable markups for currencies/commodities/indices, plus overnight fees.
7. Currency Conversion Fees: Fees applied when converting between currencies or using funds from local currency accounts for assets denominated in different currencies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

eToro USA is a multi-asset social trading platform that enables U.S. retail investors to trade and invest in stocks, ETFs, options, and cryptocurrencies through a single integrated account. It differentiates with social investing features such as CopyTrader™, which lets users automatically replicate the trades of selected investors, alongside algorithmically curated Smart Portfolios and AI-driven Alpha Portfolios. The platform also offers educational resources via eToro Academy and additional tools such as ProCharts and crypto wallets.

Product overview

eToro USA is a multi-asset investment platform offering a comprehensive suite of trading and investing products. The core platform provides stock trading (6,000+ stocks from 20 exchanges), cryptocurrency trading (150+ cryptoassets with staking), ETF trading, and options trading. Key signature products include CopyTrader™ for social copy trading, Smart Portfolios for themed investments, and Alpha Portfolios for AI-driven strategies. Additional services include eToro Academy for education, Virtual Portfolio for practice trading, eToro Wallet for crypto storage, and GoodWallet for Web3 access. The platform is integrated with TradingView/ProCharts for advanced charting and partners with J.P. Morgan, UBS, and Citi for asset custody.

Differentiator

Problem solved

Functional benefit

Brands

• CopyTrader: Social trading feature allowing users to automatically copy the trades of other investors in real-time.
• Smart Portfolios
• eToro Club
• eToro Money
• GoodWallet

Products and services

• CopyTrader™

Quantifiable outcome

• Users can start investing with as little as $10 minimum
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• BWT Alpine Formula One TeamminorOthersOfficial partner of the BWT Alpine Formula One racing team as part of eToro's sports marketing and brand awareness initiatives.
• Crystal Palace F.C.minorOthersOfficial sponsor of Crystal Palace Football Club as part of eToro's European football sponsorship portfolio.
• Bayer 04 LeverkusenminorOthersOfficial partner of Bayer 04 Leverkusen football club.
• FSV Mainz 05minorOthersOfficial partner of FSV Mainz 05 football club.
• SK Slavia PragueminorOthersOfficial partner of SK Slavia Prague football club.
• FC Union BerlinminorOthersOfficial partner of FC Union Berlin football club.
• Premiership Women's Rugby (PWR)minorOthersOfficial partner of Premiership Women's Rugby.
• FC KölnminorOthersOfficial partner of FC Köln football club.
• Prem RugbyminorOthersOfficial partner of Premiership Rugby.
• AZ AlkmaarminorOthersOfficial partner of AZ Alkmaar football club.
• TradingViewcoreTechnology or IntegrationProCharts powered by TradingView integrated into the eToro platform, providing advanced charting tools and TradingView indicators for traders.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Webull: Mobile-first multi-asset platform offering stocks, ETFs, options, and crypto with advanced charting. Competes head-to-head with eToro on commission-free pricing, mobile UX, and active-trader tooling.
• Plus500: Public, multi-jurisdiction CFD and multi-asset trading platform listed on the London Stock Exchange. Closely comparable to eToro's CFD book, tiered pricing, and international regulatory footprint, though without a social/copy-trading focus.
• Interactive Brokers: Multi-asset global brokerage offering stocks, ETFs, options, futures, FX, and CFDs across dozens of exchanges. Comparable to eToro on breadth of assets and international reach, though more weighted toward professional and active traders than social/copy trading.
• Trading 212: Commission-free multi-asset platform offering stocks, ETFs, and CFDs with fractional shares and a community/social feed. Directly comparable to eToro's commission-free positioning, low minimums, and social investing overlay, primarily in Europe.
• Robinhood: Commission-free US retail platform for stocks, ETFs, options, and crypto with strong mobile UX. Direct competitor to eToro USA on the US retail-investor segment, though it lacks CopyTrader-style social trading and the same international footprint.
• IG Group: Global online trading provider of CFDs, spread betting, and stock trading, publicly listed on the LSE. Comparable to eToro across multi-asset, multi-jurisdiction retail brokerage with established regulatory licenses.

Broad incumbents

• Saxo Bank: Multi-asset brokerage offering stocks, ETFs, FX, options, futures, and CFDs across global exchanges. Comparable to eToro on breadth of asset classes and international reach, though weighted toward higher-balance semi-professional clients.
• Coinbase: Largest US-regulated crypto exchange offering spot trading, staking, custody, and an institutional product. Comparable to eToro's crypto trading, staking, and wallet offering, but focused almost entirely on digital assets rather than multi-asset.
• Kraken: Global crypto exchange offering spot, staking, and derivatives, with regulated US entities. Comparable to eToro on regulated crypto trading and staking economics, though without the social trading or stocks/ETFs offering.

Emerging players

• SoFi Invest: US retail brokerage integrated with the SoFi financial super-app, offering stocks, ETFs, options, and crypto. Comparable to eToro on the 'financial super-app' thesis, low-cost trading, and bundling multiple products behind one login, though primarily US-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/eToro
• Facebookfacebook.com/etoro

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about eToro USA