# 2026-03-12 — Session Notes

## Comms Protocol Established
- **Shared workspace:** `work/active-projects/etoro/` — both Kitt and Unagi read/write here
- **README.md** in that directory is the index — update it when adding files
- **Channel:** #material-from-etoro is the drop zone for new eToro material
- **Tagging:** I respond to `@Kittoro` (Discord autocomplete) or `<@1480954721983529032>`
- Kitt is at `<@1467976941792661546>`

## Brand Strategy — All 8 Sections Complete (Layer 1)
Saved to `work/active-projects/etoro/brand/strategy/`:
- 01-context-setting.md (~12KB)
- 02-competitive-landscape.md (~14KB)
- 03-audience-map.md (~14KB)
- 04-positioning-narrative.md (~13KB)
- 05-brand-values.md (~14KB)
- 06-messaging-architecture.md (~11KB)
- 07-visual-territories.md (~16KB)
- 08-strategic-recommendation.md (~11KB)
- AUDIT-CE-vs-ETORO.md (~26KB) — chapter-by-chapter value-add analysis

## CE Value-Add Audit
Final published document: staging.curiousendeavor.com/etoro-strategy.html
- 📦 11 eToro-sourced claims
- 🔥 57 CE originals
- 🔍 22 new research findings

Key CE originals: "Bloomberg in Robinhood's clothes" metaphor, IBKR margin comparison as economic imperative, 3 full audience personas (Graduated Beginner, Sophisticated Active, Global Citizen), 14-channel voice matrix, 5 codified values with behaviours, Portfolio IQ Score concept, spread pricing vulnerability flag

## Research Findings (Kitt's Layer 2)
- Robinhood Social launching copy trading in 2026 — direct threat to CopyTrader moat
- "Financial Intelligence Platform" confirmed available (no consumer platform uses it)
- "Super-app" dead as differentiator — Robinhood, Revolut, Coinbase all claim it
- Dark mode is table stakes, not a differentiator
- Gen Z: 48% use TikTok/YouTube for investment research
- Spread costs flagged as Achilles heel (Trustpilot data)
- "eToro Wrapped" confirmed as first-mover opportunity

## Next: Visual Competitive Research
Plan approved for 28-brand visual audit across 3 tiers (Direct/Adjacent/Aspirational). My role: cross-reference all "what to steal" recommendations against eToro brand guidelines, Figma DS, regional viability, and regulatory constraints.

## Assaf Expecting New Material
Assaf has a new batch of eToro material incoming. Process: he drops in #material-from-etoro, Kitt files it, I cross-reference against existing knowledge and flag what's new/contradictory/gap-filling.