The migration will happen automatically, according to a client communication. Existing accounts, login credentials and portfolios will carry across to the rebuilt application, meaning customers will not need to create a new profile, transfer positions or manually move assets before receiving the upgrade.
Rather than switching its entire customer base on the same day, eToro plans to migrate users “in stages.” The company has not disclosed which countries, account types or customer groups will be upgraded first, and it has not provided a date by which every user is expected to be running the new version.
The approach reduces the risk of forcing millions of users through a single cutover and gives eToro room to identify technical problems before the new platform reaches its full customer base. Phased migrations have become increasingly important as brokerages replace older infrastructure without interrupting open positions, customer access or trading activity. Similar questions around continuity arise whenever firms undertake legacy trading-platform migrations.
Customers who do not want to wait for their scheduled migration can currently access the redesigned interface through a separate application labelled “eToro AI” on Apple’s App Store and Google Play.
For now, that application runs alongside the existing eToro app. The broker has told clients not to delete their current application while both remain available.
Once a customer’s main eToro app receives the redesign, the temporary early-access application will be retired and users will continue through the updated version of the standard eToro app.
Tori Moves to the Centre of the Trading Experience
The redesign is much more than a visual refresh.
eToro described the application when it was unveiled on July 7 as a completely rebuilt mobile platform designed to be faster, more personalized and increasingly driven by artificial intelligence.
The interface introduces clearer portfolio displays, richer individual asset pages, advanced charting and different ways to organize portfolios and watchlists. Competition around mobile trading apps has intensified as brokers increasingly treat charting, personalization and interface speed as important retention tools rather than secondary features.
At the centre of eToro’s new experience is Tori, the company’s AI investing assistant.
Rather than functioning only as a chatbot that waits for questions, eToro wants Tori to proactively surface information about assets in a customer’s portfolio or watchlist, highlight market developments and explain potential drivers behind price movements.
Tori had already undergone a major upgrade in April. eToro added persistent conversational memory, real-time market sentiment sourced from X through Grok 4.2 and the ability for customers to build and manage AI-driven Agent Portfolios conversationally.
The strategy reflects a wider shift among retail brokers toward AI-assisted trading and banking, where artificial intelligence is becoming part of the core customer interface rather than a standalone research feature.
eToro has also said Tori can deliver portfolio and market information through WhatsApp and Apple Watch, extending the assistant beyond the broker’s own mobile application.
The Migration Is Only One Piece of eToro’s Larger Product Rebuild
Not everything eToro announced in July is tied to the October migration.
The company also unveiled sub-accounts designed to separate investments by goals or strategies, AI-controlled Agent Portfolios, an expanding application marketplace and eToro Edge, a desktop platform aimed at more active traders.
Those products have separate deployment schedules, and customers should not assume that receiving the redesigned mobile application automatically means every feature announced in July will immediately become available in their jurisdiction.
Regulatory restrictions and product availability continue to differ substantially between eToro’s markets.
The distinction is important because eToro is no longer simply operating a stock-and-crypto trading application. It has increasingly been pulling investing, cash management, payments and other functions into an integrated trading and money ecosystem.
That strategy mirrors the wider brokerage industry’s movement toward unified multi-asset platforms, where customers can manage different investments and financial services without repeatedly leaving one application for another.
eToro is pushing that idea further by trying to make AI the layer connecting those products together.
The Rollout Reaches a Much Larger eToro Than a Few Years Ago
The migration is taking place against a stronger customer-growth backdrop.
eToro reported 4.28 million funded accounts at the end of the second quarter, up 18% from a year earlier. By July, that figure had increased further to 4.32 million.
Second-quarter net contribution rose 9% year over year to $229 million. The company reported $18.5 billion in assets under administration for July, although that was 5% lower than a year earlier as cryptocurrency prices weighed on asset values.
The scale matters because retail brokerage applications increasingly compete not only on trading commissions but on how deeply users interact with the platform. Other large electronic brokers are simultaneously experiencing strong customer growth, raising the pressure on platforms to differentiate through technology, product breadth and user experience.
eToro is also expanding through acquisitions.
In August, the company agreed to acquire U.S.-focused broker TradeZero for consideration of up to $231 million. TradeZero generated approximately $80 million in revenue in the 12 months through June and recorded an 81% gross margin, according to eToro.
The deal is intended to strengthen eToro’s U.S. infrastructure and active-trading capabilities, with completion expected in the first half of 2027 subject to regulatory approval.
The Biggest Risk Is Not the New Design — It Is Migration Friction
For investors, the interesting part of the October rollout is not whether the new app looks better.
It is whether eToro can move millions of customers onto a rebuilt platform without creating friction.
Brokerage applications are unusually sensitive pieces of consumer software. A social-media company can redesign an interface and annoy users. A broker can redesign an interface and accidentally make someone struggle to find an open leveraged position during a fast-moving market.
That raises the standard considerably.
The fact that accounts, credentials and portfolios carry across automatically removes the most obvious migration risk. Customers do not need to close trades or manually transfer investments from one system to another.
The phased rollout is also sensible. If a technical problem appears among an early group of customers, eToro can theoretically slow the migration before the issue affects the entire user base.
But the process still creates execution risk.
Customers have muscle memory around where order tickets, portfolio data, charts, stop-loss settings and account functions sit inside an application. Even objectively better software can create temporary confusion when familiar workflows move.
That is particularly relevant because eToro serves both casual investors and active traders.
AI Could Become eToro’s Real Competitive Advantage — or Just Another Interface Layer
The more consequential question is what happens after everyone has migrated.
eToro is effectively betting that AI becomes the operating layer for investing.
Instead of a customer manually searching through asset pages, news feeds, charts and sentiment tools, Tori is supposed to understand the portfolio and bring relevant information to the investor automatically.
If that works well, the new application could materially change customer engagement.
A broker that understands what a user owns, what they are watching and how they normally invest can potentially surface more relevant research, products and trading opportunities than a traditional static application.
There is also an obvious commercial benefit. Better personalization can increase the amount of time customers spend inside the platform and make it easier to introduce them to additional products.
That fits eToro’s ambition to become what management calls a global financial superapp. Competitors are moving in broadly the same direction: Robinhood, for example, has been expanding from brokerage into onchain finance, tokenized assets and other services that would once have existed on separate platforms.
But AI has to prove that it improves the investing experience rather than simply adding another layer between customers and their portfolios.
Proactive notifications can be useful. Too many become noise. Personalized market explanations can help investors understand moves. Poorly timed or weakly contextualized suggestions can make the app feel more intrusive rather than smarter.
That makes the October migration more important than a normal redesign.
eToro spent years building its reputation around social and copy trading. Its next version is being built around AI.
The technology was unveiled in July.
Starting October 4, the much harder part begins: moving the existing customer base onto it without disrupting the experience that brought those users to eToro in the first place.
Johan Shamshad is a financial markets writer at Dave Finances covering cryptocurrencies, trading platforms, brokers, fintech, financial regulation, and developments across global markets. He previously worked at Gulf News, adding newsroom experience to his coverage of fast-moving financial and digital-asset markets.
His work focuses on identifying market-moving events, company developments, regulatory changes, product launches, and shifts in trading and financial infrastructure.
Johan contributes news and analysis designed to help readers understand not only what happened, but why a development matters and how it may affect the wider financial landscape.