Tagline Anatomy
How "Know Better" works
Two words. Two meanings. One complete brand story.
Meaning 1
Know more
Superior knowledge. The collective intelligence gives you an informational edge you can't get alone. You see patterns, data, and proof that no individual investor could access.
FEEDS → KNOW MORE · KNOW WHO
Meaning 2
Know wiser
Mature wisdom. You know better than to chase hype, follow tips, or trust promises. Intelligence over aggression. Long-term over quick wins. Proof over noise.
FEEDS → KNOW WHY
Building messages from "Know Better"
"Know Better" never appears in every piece of copy. Like Apple's "Think Different," it's the invisible philosophy. Messages are built through three derivatives, each unlocking a different part of the brand:
What it unlocks
AI, data, 20-year behavioral dataset, pattern recognition, Tori, Smart Portfolios, App Store
Sample messages
"Patterns only millions of real decisions can reveal."
"AI trained on 20 years of what investors actually did."
"Not predictions. Patterns."
What it unlocks
PIs with public track records, CopyTrader, founder conviction, community, athlete-level portraiture
Sample messages
"Thomas Parry Jones. 33,500 copiers. $300M. Every trade public."
"You don't know who's behind Robinhood. On eToro, you do."
"Follow investors who prove it with their own money."
What it unlocks
Long-term thinking, restraint over hype, investing philosophy, 20-year resilience, compounding conviction
Sample messages
"Hype fades. Intelligence compounds."
"20 years of crises taught us: patience wins."
"Less noise. More signal."
The construction rule
Every piece of communication follows one pattern:
Step 1: Pick ONE expression (Know More / Know Who / Know Why)
Step 2: Write for that expression only — don't blend
Step 3: The cumulative effect across all touchpoints = "Know Better"
Here's how a single campaign moment builds from the tagline down:
Expression
Know Who ← chosen for this touchpoint
Headline
Jeppe Kirk Bonde. 13 years. +1,343%. Every trade public.
Body
25,900 investors copy his strategy. $200M+ under management. See his track record, his holdings, his reasoning — all public. Know who's behind the numbers.
Sign-off
eToro. Know Better.
Three expressions, one billboard
The same tagline. Three completely different executions. Each one says "Know Better" without saying it:
Know More
Billboard
[ particle field forming a pattern ]
Not predictions.
Patterns.
20 years of real decisions. Now AI works for you.
eToro
Know Who
Billboard
[ cinematic PI portrait ]
Thomas Parry Jones.
33,500 copiers. $300M. Every trade public.
eToro
Know Why
Billboard
[ particles holding steady ]
Hype fades.
Intelligence compounds.
20 years. Every crisis. Still here.
eToro
Architecture
From strategy to street
The platform, the philosophy, and the tagline are three different layers using three different vocabularies — like Apple's simplicity → "Think Different" → "It just works."
Strategic Truth
Collectively Proven
Internal. Why we're different. The collective intelligence moat.
Brand Philosophy
Know Better
The attitude. Quiet confidence. Superior knowledge + wisdom to reject hype.
Consumer Tagline
Invest with intelligence.
The public expression. Says investing. Says intelligence. Implies the collective makes it possible.
Expressions
Know More · Know Who · Know Why
The system. Each expression covers a pillar. No single communication uses all three.
The System
Three ways to say "Know Better" without saying it
Each expression covers a different dimension. The rule: one expression per touchpoint. The cumulative effect = Know Better.
Technology
Know More
What the technology lets you see. AI, data, the 20-year behavioral dataset, pattern recognition, predictive signals.
"Patterns only millions of real decisions can reveal."
"AI trained on 20 years of real decisions."
"What does the market look like through millions of real decisions?"
People
Know Who
The humans behind the intelligence. PIs with public track records, founder conviction, the community of 3.5M funded investors.
"Follow investors who prove it with their own money."
"5 years. 12,000 followers. Every trade public."
"Behind every pattern is a real investor."
Conviction
Know Why
The philosophy. Long-term thinking. Restraint over hype. Understanding why you invest, not just what to buy.
"Less noise. More signal."
"Hype fades, intelligence compounds."
"20 years of crises taught us: patience wins."
CEO Direction
The tone filter
"We must be more futuristic and smart, and less lightweight and fun."
— Yoni Assia, CEO
Every piece of communication passes through this filter. If it feels lightweight → kill it. If it feels fun-first → rewrite it. The brand is intelligent, confident, forward-looking, and restrained.
v2 — The Human System
PIs as Athletes
Sports brands don't sell shoes. They sell athletes who wear shoes. eToro doesn't sell a platform — it sells investors who prove the platform. The PI is the brand in human form.
Treat PIs with cinematic gravity: dramatic portraiture, hero typography, stats-as-design. Not "people to copy" — investment athletes with public track records and serious followings.
Thomas Parry Jones.
@thomaspj · #1 Most Copied Investor
33,500 Copiers
320K Followers
$300M+ Under copy
+89% 2-year return
"33,000 investors trust his macro strategy with $300 million. Every trade public."
Jeppe Kirk Bonde.
@JeppeKirkBonde · Elite Popular Investor
13 yr On eToro
25,900 Copiers
$200M+ Under copy
+1,343% 10-year return
"25% average annual return since 2013. Through every crisis. Publicly."
Jay Smith.
@jaynemesis · Pro Popular Investor
12 yr On eToro
9,000 Copiers
+103% 2020 return
Ethical AI & Tech focus
"Disruptive tech. Ethical investing. 12 years of every trade public."
Heloise Greeff.
@rubymza · Popular Investor · Oxford PhD
10 yr On eToro
6,300 Copiers
258K Followers
+30% 2025 return
"AI-native capital allocation. Cycle-tested compounding since 2016."
Each PI portrait uses: cinematic lighting, dramatic composition, name as hero typography, track record stats as design elements, particle texture in background.
v2 — Visual Fusion
Particles + Portraits: Two states of one visual
The particle system and the athlete portraits are two states of the same visual. Zoomed out: abstract particles. Zoomed in: particles resolve into a face. The zoom IS the brand story.
1
Pure Particles
Abstract fields forming intelligent patterns. No faces. The collective signal.
Brand films, loading screens. Expression: Know More.
2
Particles → Portrait
Particles gather, cluster, and resolve into a human face. The transition.
Hero transitions, app onboarding. The brand story animated.
3
PI Athlete Portraits
Full cinematic treatment. Name as hero type. Stats as design. Particle texture.
Campaign heroes, social, OOH. Expression: Know Who.
4
PI + Philosophy
The PI's investment philosophy. Documentary tone. Portfolio as formation card.
Long-form, editorial, podcast. Expression: Know Why.
v2 — Campaign System
Three formats, infinite executions
Format 1
"Market Day"
Like a football match day card. PI portrait + today's key move + stats. Daily social content.
Daily: PI card + today's position
Weekly: Top 5 PIs as "formation"
Seasonal: New PIs = "signings"
Format 2
"Know Who" Heroes
Individual PI portraits, full athlete treatment. The main campaign. Runs across billboards, digital, social, stadium perimeter.
"31,400 investors trust his macro calls. See the track record."
Format 3
"Behind the Numbers"
Long-form documentary. The PI's story, philosophy, lessons from drawdowns. Think: Drive to Survive for investing.
Expression: Know Why — conviction, not tips.
v2 — Sponsorship Integration
You know who's on the pitch. Know who's in the market.
eToro already sponsors EPL, Bundesliga, La Liga, Serie A, Ligue 1. Instead of generic perimeter ads, use the same athlete visual grammar: Football player portrait → transition → PI portrait. Same cinematic treatment. Same particle system.
This reframes every sponsorship from brand-awareness spend to brand-meaning spend. The best investors deserve the same spotlight as the best athletes.
v2 — Competitive Shield
"Know Who" — the line no competitor can cross
You don't know who is behind Robinhood. You don't know who drives Revolut. You don't know who invests at Fidelity. On eToro, you do. Publicly. Verifiably. With years of tracked performance.
vs. Robinhood
Zero social layer. Building from scratch. 0 years of proof vs. our 15.
vs. Fidelity
Knowledge from analysts behind walls. Not from millions investing publicly.
vs. Revolut
Banking super-app. No PIs. No copy trading. No community.
vs. Bloomberg
Professional tool for individuals. $24K/yr. Not collective intelligence.
vs. Schwab
US-only. Your money is private. No visible track records.
vs. Trade Republic
Savings plans. Zero social features. Zero human signal.
v2 — Stress Test Results
What the research says
Tested against 17 competitors, 7+ human interviews, and 8 strategic documents spanning 2021–2026.
✦ "Intelligence" is the universal word
Every stakeholder — Miri, Yoni, Nir, Yannay, Or Peled — independently converged on intelligence/smart as the core attribute.
✦ "Know Who" is bulletproof
Not a single competitor across 17 brands can claim the collective people layer. 0 out of 17.
✦ AHM 2024 ideal customer = perfect match
"Experience increases knowledge" → Know More. "Learn from others" → Know Who. "Compounding is key" → Know Why.
✦ Anti-gamification unanimously validated
Hedva: "game machine for little money." Yoni: "Don't be a Robin." Every interview supports the tone shift.
⚠ Trust layer needs explicit framing
Customers bring $3,500 average and treat eToro as a "second account." Trust is embedded in Know Who but must be called out.
⚠ Consumer tagline still in development
"Invest with intelligence" is a B+ — may be too narrow for SuperApp future. Platform is solid; tagline needs creative refinement.
⚠ Fidelity is the closest collision
Their brand IS "homework done." Mitigation: always lead with the collective differentiator.
⚠ Org consistency is the real threat
"We change everything between videos." The platform needs an operating manual and a brand cop.
Audience Routing
Same platform, different door
New Investor
→ Know Who
They need people to trust and follow before they need data.
Growing Investor
→ Know More
They want the intelligence edge — patterns, AI, tools.
Advanced / PI
→ Know Why
They operate from conviction. They ARE the proof.
Institutional / IR
→ Know More + Know Why
Data moat + proven resilience.
Vocabulary Palette
Words that carry "Know Better" — and words we kill
✦ Use — embodies Know Better
- Intelligence: insight, pattern, signal, clarity
- Collective: millions, collective, shared, proven
- Technology: AI-powered, trained on, built from
- People: proven investors, real track records, public
- Conviction: long-term, resilient, compounding
- Tone: confident, precise, quiet, restrained
✕ Kill — the old world
- Democratize — Robinhood's word
- Fun, exciting, gamified — not lightweight
- Social network — 2011 baggage
- Copy trading — reduces PIs to a feature
- Tips, hot picks — noise, not intelligence
- Bull / bullish — retiring the bull
- Easy money, quick returns — no hype
v2 — Tier Mapping
Know Better escalates with membership
Standard
Start knowing better.
Core platform. Basic Tori AI. Social feed. Smart Portfolios.
Plus
Know more than the market expects.
Unlimited Tori AI. "Why Is It Moving" insights. Research data. Weekly analysis.
Premium
Know who shapes the market.
One-on-one consultations. Premium analyst reports. Premium-only community.
Elite
Know why the best invest differently.
Bespoke research. Direct strategist access. Investor retreats. Private-market deal flow.
Manifesto Draft
The long version
Every platform gives you a chart and wishes you luck.
We give you the insight of millions of real investment decisions, 20 years of real decisions, and the technology to see what one person never could.
5,000 investors prove their strategies publicly. Millions follow. AI finds patterns in collective behavior that no analyst could see alone.
This isn't social trading. This is investing intelligence — built by millions, refined by technology, yours to use.
Markets are noisy. Hype is everywhere. Promises are cheap.
We don't make promises. We make intelligence accessible.
Invest with intelligence.
eToro.
v2 — Tone of Voice
How eToro sounds now
The tone is defined by four principles. Each one includes real-life before/after examples showing how existing eToro communications would be rewritten under "Know Better."
1. Confident, not aggressive
We don't shout, prove, or persuade. We state. The confidence comes from the collective — 3.5 million funded investors and 20 years of data can't be quietly ignored. Restraint signals strength.
✕ Current eToro (real examples)
- Homepage: "It's time for loud investing. When we talk about investing, we break down barriers and get inspired to take control of our financial future." [source: etoro.com]
- CopyTrader page: "Invest like our best-performing traders: simply choose an investor to copy, and when they trade, so do you." [source: etoro.com/copytrader]
- App Store: "Invest with the multi-asset platform that revolutionized trading." [source: Google Play]
- Social page: "By transforming investing from a solitary activity into a group effort, we all benefit." [source: etoro.com/trading/social]
✦ Rewritten (Know Better)
- Homepage: "Millions of real decisions. 20 years of proof. The intelligence is yours."
- CopyTrader page: "Follow investors who prove their strategies publicly. 5,000 track records. Every trade visible."
- App Store: "See what millions of real investors are doing — right now. Follow proven strategies. Invest with intelligence."
- Social page: "Collective intelligence: what emerges when millions of real investors make real decisions with real money, year after year."
2. Intelligent, not complicated
We use precise language, not jargon. We make complex concepts clear without dumbing them down. The reader should feel smarter after reading us, not confused or talked down to.
✕ Current eToro (real examples)
- Smart Portfolios: "Some use advanced algorithms, machine learning and AI to build investment strategies and curate assets to form portfolios based on market conditions." [source: etoro.com/about]
- App Store: "Get the tools you need to invest smarter. Easily view market research, technical analysis, and ProCharts at a glance." [source: Google Play]
- Social page: "We've always leveraged technology to empower our community. Now, with a suite of AI-powered tools, we're not just democratising access to markets and data – we're democratising innovation itself." [source: etoro.com/trading/social]
✦ Rewritten (Know Better)
- Smart Portfolios: "Strategies shaped by what millions of investors actually did — not theory, not backtest. Real allocation patterns from the collective, rebalanced by AI."
- App Store: "See patterns only millions of real decisions can reveal. AI trained on 20 years of real decisions — working for you."
- Social page: "20 years of real investment decisions from millions of people. AI that reads the patterns humans can't see alone. This is collective intelligence in action."
3. Human, not corporate
We talk like a smart person at a dinner party, not a compliance department. Warm underneath the intelligence. The PIs are real people — let them sound like it.
✕ Current eToro (real examples)
- About page: "eToro is the trading and investing platform that empowers you to grow your knowledge and wealth as part of a global community." [source: etoro.com/about]
- About page: "Three entrepreneurs set out to disrupt the world of trading. Their mission: To make trading accessible to anyone, anywhere, and reduce dependency on traditional financial institutions." [source: etoro.com/about]
- CopyTrader page: "Thousands of investors, each with a unique strategy, risk level and transparent track record, are available for you to copy. Choose just one, or build a team of up to 100 traders to 'work' for you simultaneously." [source: etoro.com/copytrader]
- App Store (iOS): "eToro: Investing made social" [source: App Store]
✦ Rewritten (Know Better)
- About page: "eToro started in 2007 with one belief: investing is better when you can see what others are doing. Millions of investors later, we still believe it."
- About page: "We built a platform where investors share their strategies publicly — not for likes, but for proof. 20 years later, the data speaks for itself."
- CopyTrader page: "Thomas Parry Jones. 33,500 copiers. $300M under management. Every trade public for years. Follow his strategy — or find one of 5,000 others who prove it daily."
- App Store (iOS): "eToro: Invest with intelligence."
4. Forward-looking, not nostalgic
We reference the past as proof, not as identity. "20 years" is evidence, not sentimentality. The energy points forward — what's next, what's coming, what you'll know tomorrow that you don't today.
✕ Current eToro (real examples)
- About page: "eToro was founded in 2007 with the vision of a world where everyone can trade and invest in a simple and transparent way." [source: etoro.com/about]
- Social page header: "15 years of social trading and investing" [source: etoro.com/trading/social]
- About timeline: "The world's first social investing platform, enabling anyone in the world to join the Fintech revolution by copying other successful traders using the innovative CopyTrader™ feature." [source: etoro.com/about]
- Homepage trust section: "A leader in the fintech space since 2007" [source: etoro.com]
✦ Rewritten (Know Better)
- About page: "20 years of real investment decisions. Every crisis, every rally, every move — recorded. Now AI turns all of it into intelligence for you."
- Social page header: "20 years of collective intelligence. And we're just getting started."
- About timeline: "In 2010, we made every investor's strategy visible to everyone. 15 years later, 5,000 investors manage $500M+ of other people's money — publicly, verifiably, in real time."
- Homepage trust section: "20 years of data. 3.5 million funded accounts. $16.6B on the platform. The deepest behavioral dataset in retail investing."
v2 — Applied Messaging
Real touchpoints, rewritten
How "Know Better" sounds across every customer touchpoint — from acquisition to retention.
Acquisition
Google Ad
Invest with the insight of millions.
3.5M funded investors. 5,000 public strategies. AI that learns from 20 years of real decisions. eToro.
Meta Ad
You don't know who's behind Robinhood. On eToro, you do.
Follow investors with public track records. See every trade. Copy if you choose.
Billboard
Know Better.
[Particle field resolving into PI portrait] eToro
YouTube Pre-roll
What does the market look like through 20 years of real decisions?
5 seconds of particles forming → PI face → "eToro. Invest with intelligence."
Onboarding
Welcome Screen
You just joined 3.5 million investors.
Here's what they're seeing today.
First PI Prompt
Meet the investors who prove it publicly.
Browse Popular Investors by strategy, track record, and risk level.
Tori Introduction
Your AI analyst. Trained on 20 years of real decisions.
Ask anything about markets, strategies, or what the collective is doing.
Engagement & Retention
Weekly Digest
What the collective showed this week.
3 patterns worth knowing: European energy is up. Crypto caution rising. Tech rotation underway. Here's who's leading each move.
Market Alert
S&P down 3.2%. Here's what proven investors are doing.
47 Popular Investors increased cash positions. 12 bought the dip. See their reasoning.
Year in Review
Your year. Through the lens of the collective.
You invested alongside 2.3M others. You followed 4 PIs. Here's what the collective saw that you saw too — and what you might have missed.
Membership Upgrade
Plus Upsell
You're investing. Now invest with more intelligence.
Unlimited Tori AI. Real-time "Why Is It Moving" insights. Research data from the collective. Know more.
Premium Upsell
Know who shapes the market. Personally.
One-on-one investment consultations. Premium analyst reports. Direct access to the people behind the intelligence.
Social Media
Market Open Post
Markets open. Millions of decisions already in motion.
Top PI shifts overnight: gold up, tech neutral, energy rotating. See the full picture.
PI Spotlight
Heloise Greeff. 10 years. +30% in 2025. Every trade public.
[Cinematic portrait, stats as design] What she's holding right now →
Brand Moment
Everyone has an opinion about the market. We have 20 years of real data.
Less noise. More signal. That's eToro.
Institutional & PR
Press Release
eToro: The Collective Investment Intelligence Platform
3.5 million funded accounts. $16.6B AUA. 20 years of behavioral data. AI-amplified collective intelligence. Nasdaq: ETOR.
Investor Deck
The deepest behavioral investment dataset in retail finance.
5,000 Popular Investors with public, verifiable track records. 4.5x marketing ROI across 7-year cohorts. Intelligence that compounds.
CEO Quote
"We've spent 20 years proving that investors are smarter together. Now AI makes that intelligence accessible to everyone."
— Yoni Assia, Founder & CEO
Sports Sponsorship
Stadium Perimeter
Know who's in the market. eToro.
[Rotating PI portraits with live stats — same athlete-card format as match lineups]
Half-time Content
Half-time. What happened in the markets while you watched.
Top 3 PI moves since kickoff. Presented by eToro. [Particle transition → PI cards]
Match Day Social
You know the starting XI. Know the starting portfolios.
Today's top PIs and what they're holding. Match day intelligence. eToro.
v2 — Extended Messaging Library
More pieces across every format
App Store & Download
App Store Title
eToro: Invest with Intelligence
Subtitle: Follow proven investors. See what millions see.
App Store Description
What if you could see what millions of real investors are doing — right now?
eToro gives you access to the collective intelligence of millions of real investors. Follow Popular Investors with years of public track records. See patterns AI finds in 20 years of real decisions. Invest alongside a community that proves its strategies openly. Not tips. Not predictions. Intelligence.
Screenshot Caption 1
5,000 proven investors. Every trade public.
[CopyTrader screen]
Screenshot Caption 2
AI trained on 20 years of collective decisions.
[Tori AI screen]
Screenshot Caption 3
Strategies shaped by millions. One tap to follow.
[Smart Portfolios screen]
Email Campaigns
Dormant Re-engage
While you were away, the collective kept moving.
Here's what changed: 3 top PIs shifted strategy. AI spotted a new pattern in tech allocations. The collective intelligence kept compounding. Come see what you missed.
First Deposit Nudge
You can see the intelligence. Now put it to work.
You've been watching PIs, exploring patterns, reading what the collective shows. Ready to invest alongside millions of others?
New PI Alert
A new investor just went public.
Meet [Name]. 3 years of private track record, now public on eToro. Specializes in [strategy]. First 30 days of public performance start now. Watch, learn, decide.
Market Crisis
Markets dropped. Here's what the experienced investors are doing.
In 20 years of collective data, we've seen this before — COVID, rate shocks, meme crashes. Here's how the top 100 PIs responded to each. Intelligence from experience, not panic.
Earnings Milestone
Your portfolio is up 12% since you started following Heloise Greeff.
That's the collective intelligence at work. Heloise's strategy, refined by a decade of public performance, followed by 6,300 copiers. Here's what she's holding now.
In-App Microcopy
Empty Portfolio
Your portfolio starts here.
3.5 million funded investors are already in. Browse proven strategies or start with what the collective shows.
Copy Confirmation
You're now investing alongside [PI Name].
Every trade they make, you make. 4.2 years of public track record behind this decision.
Risk Warning
Know your risk.
This investment has a risk score of 6/10 based on collective historical behavior. That means moderate volatility. Past investors in similar positions saw [range]. Know before you commit.
Tori Greeting
What do you want to know?
I've learned from 20 years of real investment decisions. Ask me about markets, strategies, or what the collective is doing right now.
Smart Portfolio Desc
This portfolio is shaped by what millions actually invest in.
Not theory. Not backtest. Real allocation patterns from the collective, rebalanced by AI. Updated quarterly.
Feed Empty State
Follow proven investors to fill your feed with signal.
Less noise starts here. Choose investors by track record, not popularity.
Achievement
1 year invested.
You've been part of the collective for 365 days. Here's what you learned, what you earned, and what millions of others did alongside you.
Video Scripts
15s Brand Spot
[Particles in darkness. Slowly forming a pattern.]
VO: "One investor sees a chart." [Particles cluster tighter] "Forty million see a pattern." [Particles resolve into a face — a PI, cinematic, still] "Know who's behind the numbers." [eToro wordmark] "Invest with intelligence."
30s PI Profile
[PI in cinematic close-up. Quiet. Particle texture overlaid.]
VO: "Heloise Greeff. Oxford PhD. AI-native capital allocation. 10 years public. 258,000 followers. Every trade, visible." [Beat] "She doesn't give tips. She proves it." [Stats appear as design] "On eToro, the best investors don't hide. They perform in public." [eToro]
60s "Know Better" Film
[Open: a person alone at a screen, late at night. Charts. Confusion.]
VO: "Every investing platform puts you here. You. A screen. A guess." [Cut to: particles forming from the edges] "What if you could see what everyone else is doing?" [Particles become thousands of dots — each one an investor] "Not opinions. Decisions. Real money. Real track records. Years of proof." [Particles resolve into PI faces, one by one] "5,000 investors who prove their strategies publicly. AI trained on 20 years of collective decisions. Patterns no individual could see." [Pull out: the person is now surrounded by the particle field — they're part of it] "You were never meant to invest alone." [eToro wordmark] "Know better."
Customer Support
Chat Greeting
Hey. How can we help?
If it's a market question, try Tori — trained on 20 years of collective data. If it's an account question, we're right here.
Withdrawal Confirm
Done. Your money is on its way.
Withdrawal processed. You'll see it in [timeframe]. Your portfolio and the collective intelligence are still here when you're ready.
KYC Explanation
We verify every investor. That's part of the trust.
When you can see what millions of people invest in, everyone needs to be real. Verification takes [time]. It protects you and the collective.
Outdoor & Print
Airport Billboard
3.5 million investors. $16.6 billion on the platform.
5,000 public strategies. 20 years of proof.
[Particle field. eToro wordmark. No call to action — let the scale speak.]
Subway Poster
You don't know who's behind your broker.
[PI portrait — cinematic] "On eToro, you do. Heloise Greeff. 10 years. +30% in 2025. Every trade public." [eToro]
Magazine Spread
Left page: single particle in darkness.
Right page: millions forming a face.
Copy: "One investor sees a chart. Forty million see the future." eToro. Invest with intelligence.
Bus Stop (Know Why)
Hype fades.
Intelligence compounds.
[Clean white type on navy. Particle texture. eToro wordmark. Nothing else.]
Podcast & Audio
15s Host Read
"This episode is brought to you by eToro — where millions of real investors share what they're actually doing with their money. Follow proven investors with public track records. See the patterns. Invest with intelligence. eToro.com."
30s Pre-roll
"Everyone has a market opinion. eToro has 20 years of real data. It's the platform where thousands of investors prove their strategies publicly — real money, real track records, years of performance you can verify. Plus AI trained on 20 years of collective decisions. Less noise. More signal. Invest with intelligence at eToro.com."
Recruitment & Internal
Careers Page
Build the intelligence layer of investing.
3.5 million funded investors. $16.6B on the platform. 5,000 invest publicly. We're building the AI, the platform, and the experience that turns collective behavior into individual intelligence. Come build with us.
Job Listing Intro
eToro isn't a trading app. It's a collective intelligence platform.
We sit on 20 years of real investment data from millions of people. Now we're building what comes next: AI agents, third-party ecosystems, and products that didn't exist before. This role is about [specific function].
All-Hands Slide
We know better because we see more.
Every user, every trade, every decision adds to the collective intelligence. We're building a platform where millions of investors make each other smarter. That's why we're here.
Regulatory & Compliance-Friendly
Risk Disclaimer (new tone)
Investing involves risk. Know before you invest.
Past performance of Popular Investors is not a reliable indicator of future performance. All trading involves risk. You should consider whether you understand how investing works and whether you can afford the risk of losing your money. The collective intelligence informs — it doesn't guarantee.
CFD Warning (reframed)
CFDs are complex instruments.
[X]% of retail investor accounts lose money when trading CFDs with this provider. Know what you're getting into. Understand the risk. If you're unsure, explore non-leveraged investing first — the collective intelligence applies there too.
Partnership & Co-Brand
BlackRock Partnership
BlackRock iShares. Now with the intelligence of millions of real investors.
World-class ETFs meet collective investment intelligence. Smart Portfolios powered by BlackRock, shaped by what millions actually invest in.
Football Club Co-brand
[Club Name] knows what it takes to win as a team. So does eToro.
3.5 million funded investors. 5,000 public strategies. Intelligence is collective. On the pitch and in the market.
v2 — What's Next
From strategy to proof
The platform is architecturally sound. To move from 7.5 to 10, build three proof executions:
Execution 1
One PI Portrait
Pick eToro's strongest PI. Cinematic photo. Name as hero type. Stats as design. Particle background. The poster that proves the system.
Execution 2
One "Market Day" Card
The daily social format. PI portrait + today's move + stats. Like a matchday card. Proves content velocity.
Execution 3
One Transition Animation
Particles gathering → resolving into the PI's face. 10-15 seconds. Proves the brand story works in motion.