eToro, a social trading and investing platform, has announced the launch of the eToro App Store, an AI-enabled marketplace where investors and developers can build, share and access trading and analytics applications directly within the platform.
The App Store is designed to bring together developers, startups, professional investors and everyday users, forming what eToro describes as a new builder’s economy for investing. Through this marketplace, financial tools can be created, shared and distributed across eToro’s global community.
Alongside the App Store, eToro is launching a dedicated builders portal at builders.etoro.com, through which third-party developers, quantitative strategists and partners can access eToro’s APIs, agent skills, MCP server, CLI tooling, technical documentation and other development resources.
The portal enables partners to distribute applications to millions of users, while users themselves can also create and publish their own tools using no-code, AI-powered capabilities, allowing them to turn their expertise into scalable products for a global audience.
At launch, the App Store will feature a curated selection of applications across several categories. These include algorithmic trading tools for programmatic order execution, social analytics for assessing Pro Investors and Smart Portfolios, and market monitors for streaming price data across digital assets, stocks, ETFs and commodities. Further capabilities include portfolio tools for rule-based rebalancing and profit-and-loss tracking, smart watchlist management, and community integrations allowing users to access feeds or publish posts directly from within an app.
The App Store is being rolled out progressively to users in eligible markets, with further functionality and additional app categories expected to follow over the course of the year.
eToro co-founder and 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.”
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