Retail
eToro rebuilds its flagship app around AI agents that trade continuously inside their own sub-accounts, a structural shift from AI-as-feature to AI-as-account-holder
Launched 7 July at a London event for eToro's 40 million users across 75 countries, the new app lets investors build or copy AI trading agents that run around the clock inside dedicated sub-accounts, while a second AI agent called Tori surfaces portfolio insights unprompted; CEO Yoni Assia frames the underlying model as built on the real decisions and track records of millions of investors rather than a generic system.
The structurally interesting part is not the AI branding. Retail platforms have bolted AI insights onto dashboards for two years already. It is the sub-account architecture: each agent gets its own account rather than operating inside the user's single primary portfolio. That is a real segregation-of-duties choice, not a cosmetic one, letting a user run several agents with different risk profiles or strategies side by side and see each one's standalone performance rather than one blended number.
That architecture also solves an accountability problem a single blended account cannot. If an agent underperforms, the user can see exactly which agent and shut it off without touching the rest of the portfolio. That is closer to how an institutional allocator treats separately managed accounts than how a typical retail brokerage app has ever treated a single user's holdings, and it is a case of retail platforms quietly importing an institutional risk-management pattern.
Assia's framing, that the AI is built on the real decisions and track records of millions of investors, is a copy-trading pedigree claim as much as an AI claim. eToro's original product was letting users copy other users; this is the AI version of the same mechanic, an agent trained on aggregate investor behaviour rather than a from-scratch model. That is a different provenance story to the LLM-wrapper approach most competing AI trading assistant products use, and worth remembering when eToro's agents inevitably get compared against purely model-driven competitors.
Watch whether eToro publishes per-agent performance data publicly, the way it already does for copied traders under its existing Popular Investor programme. If agent performance stays as visible as human-trader performance has been on the platform, this becomes a genuinely comparable dataset for whether AI-run sub-accounts beat human-copied ones, a question nobody in retail AI trading currently has real published numbers on.
Read the original: GlobeNewswire / eToro - eToro rebuilds its flagship app around AI agents that trade continuously inside their own sub-accounts, a structural shift from AI-as-feature to AI-as-account-holder. Commentary is the independent editorial view of Share Trading; the original article is credited to its publisher.