eToro Group Ltd. (ETOR) launched its eToro App Store on April 14, 2026, an AI‑enabled marketplace that lets investors and developers build, share, and access trading and analytics applications directly within the eToro platform. The new portal includes a builders portal with API access, agent skills, CLI tooling, and no‑code AI‑powered creation tools, creating a “builders economy” for investing.
The launch is part of eToro’s broader AI‑first strategy, following the introduction of the AI companion Tori and Alpha Portfolios. By opening its platform to third‑party developers, eToro aims to increase user engagement and expand its product ecosystem without proportionally increasing R&D spend, leveraging external innovation to drive growth.
eToro’s 2025 financial results showed a net contribution of $868 million and net income of $216 million, with R&D spending of $151.2 million. The App Store launch is intended to broaden the company’s offerings while maintaining cost discipline, as the platform relies on third‑party development rather than internal R&D investment.
CEO Yoni Assia said, "Investing has always evolved with technology, but AI is accelerating that in ways we couldn't have imagined a few years ago. The eToro App Store opens up financial innovation to anyone with an idea. Developers and quants finally have a direct line to millions of retail investors, and those investors finally get the more flexible and user‑designed tools they've always wanted. That's what opening up financial innovation really looks like." He added, "We are unleashing the true potential of social investing. eToro becomes an open‑garden marketplace built on top of eToro's new public API enabling users to build, publish and access customized tools."
With 40 million registered users across 75 countries, the App Store positions eToro to capture new revenue streams and deepen engagement, while maintaining cost discipline through third‑party development.
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