# eToro C-Level Interviews — Tuesday March 17, 2026 ## Assaf's Brief Three back-to-back sessions. All are background discovery for CE's brand + creative work with eToro. --- ## 12:00–12:45 UTC — Or Peled **VP Product Management, Strategy & Growth** ### Who He Is Or Peled leads product strategy and growth at eToro — the person most responsible for how eToro translates its market position into product decisions. His lens is simultaneously commercial (growth metrics, acquisition, retention) and strategic (where eToro is going and why). ### Why This Conversation Matters for CE He sits at the intersection of brand and product. He'll have opinions on how eToro's visual identity and brand voice either support or get in the way of conversion and growth. This is where you find the gaps between what marketing says and what product teams actually need. ### Key Angles to Explore - How does eToro's current brand support (or create friction) in the growth funnel? - What's the product-level story eToro is trying to tell that the brand isn't yet communicating? - Where does eToro feel "behind" visually or in terms of positioning vs. Robinhood, Revolut, Coinbase? - What does he think eToro's product does uniquely well that customers don't appreciate? - What user segments is eToro actively going after in the next 12–18 months? ### Suggested Opening *"We're building a complete picture of eToro from the inside out. You see both the product and growth side — where do you feel the brand is helping or getting in the way?"* ### Listen For - Specific product features he's proud of but feels are underrepresented in brand - Frustrations with inconsistency between marketing messaging and product reality - His language when describing eToro's "ideal user" — that language is gold for CE --- ## 13:00–13:45 UTC — Miri Kedem **Chief People Officer** ### Who She Is Miri has been at eToro since 2009 — one of the longest-tenured C-suite members. She's seen the company evolve from startup to a publicly-listed fintech (Nasdaq: ETOR). As CPO, she owns the full people architecture: hiring, culture, values, leadership development. She holds a law degree — precise, systems-thinker. ### Why This Conversation Matters for CE Culture IS brand. The way eToro hires, the values it actually lives (not posts on a wall), the internal language people use — all of this leaks into product, communications, and customer experience. Miri is the keeper of the authentic eToro story. ### Key Angles to Explore - What does it mean to be "eToro" as a person? What traits actually get hired vs. rejected? - How has the culture evolved from scrappy fintech to post-IPO company — and what's been lost or gained? - What do new employees misunderstand about eToro when they arrive? - What does eToro believe about its users that competitors don't? - How would she describe eToro's internal energy/personality in 3 adjectives? ### Suggested Opening *"You've been here since the beginning. A lot of brand work gets the surface right but misses the soul. What's the soul of eToro that we absolutely cannot get wrong?"* ### Listen For - The gap between the external brand and internal culture (this is usually where the real brand lives) - Stories about what eToro did when faced with a hard choice that reveals character - How she talks about the company's relationship to money, investing, and users — is it empowering? Democratizing? Pragmatic? --- ## 14:30–15:15 UTC — Hedva Ber **Deputy CEO & Global COO** · Former Supervisor of Banks, Israel ### Who She Is Hedva Ber is arguably the most institutionally credentialed person in eToro's leadership. She ran Israel's banking supervision (Bank of Israel) for years before joining eToro in 2021. She's responsible for operations, compliance, regulatory, risk, legal, and corporate governance. She has a PhD. She is not a marketer — she's a regulator turned operator. ### Why This Conversation Matters for CE She represents the trust/credibility axis of eToro. In a world where fintech brands live or die by user trust, and where regulation is tightening globally, her lens on what eToro needs to *be* (not just say) is crucial. If eToro's brand is going to grow, it needs to work for both retail users and institutional/regulatory audiences simultaneously. ### Key Angles to Explore - How does eToro balance the "accessible/fun" brand perception with the regulatory credibility it needs? - What do regulators and institutional partners see in eToro's brand that concerns or impresses them? - As eToro expands into new markets/asset classes, what trust signals are non-negotiable? - How does she think about eToro's responsibility positioning — not just compliance but brand-level trust? - Post-IPO: does the brand need to "grow up" or stay approachable? ### Suggested Opening *"You've seen financial institutions from the regulatory side and now from the inside. What does eToro need to be in order to earn long-term trust — and does the current brand get it there?"* ### Listen For - The tension between approachability (retail brand) and credibility (institutional/regulatory) - Specific jurisdictions or user segments where brand perception is a blocker - Her language around "responsibility" — does eToro own this word or is it still up for grabs? - Whether she thinks eToro's IPO has created a brand obligation they're not yet meeting --- ## Cross-Session Intelligence to Gather Across all three, you want to hear their version of: 1. **The eToro bet:** What does eToro believe about the future of investing that nobody else does? 2. **The real competition:** Who do they actually fear, and why? 3. **The gap:** Where is the brand not doing its job internally AND externally? Note patterns. If all three use the same word or phrase unprompted — that's the authentic brand language. --- *Brief prepared by Kitt · March 16, 2026 · 19:xx UTC* *Interviews at 12:00, 13:00, 14:30 UTC · All remote / Zoom*