eToro is opening up its platform to outside developers, rolling out an eToro App Store and a companion builders portal that let third parties and users create, publish and install trading and analytics tools that plug directly into the retail investing platform.
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The Nasdaq-listed broker, ticker ETOR, which counts around 40 million registered users across 75 countries, said the App Store will bring together developers, quantitative strategists, Pro Investors and retail clients around a shared library of applications that tap into eToro's core trading functions. At launch, users will be able to browse apps by category, install them with one click and use them inside the eToro platform, the company said in a statement Tuesday.
The builders portal sits alongside the store and gives developers what eToro describes as structured access to its APIs, agent skills, Model Context Protocol server, command-line tooling and technical documentation. Users without a coding background will also be able to publish their own tools through what the firm calls AI-powered, no-code capabilities.
A Longer-Running AI Play for the Retail Broker
The App Store has been telegraphed for months. eToro first unveiled its public API and an AI assistant called Tori in August 2025, pitching the combination as a way to give retail traders features once reserved for quant hedge funds, as Finance Magnates reported at the time.
By late October, the company extended its public APIs and patented CopyTrader tool to US investors and previewed a wave of user-built applications created through so-called "vibe coding," a natural-language interface that lets people design trading tools without formal programming skills.
In a March interview with Finance Magnates at eToro's Limassol office, CEO Yoni Assia said the company already had more than 800 of its Pro Investors who had built upwards of 1,000 apps, some of which would eventually be housed in the App Store.
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Last month, eToro also began rolling out Agent Portfolios, a feature that lets users connect their own AI agents to live sub-accounts with defined budgets and risk limits, placing the company ahead of incumbents like Interactive Brokers, Charles Schwab and Fidelity in packaging agentic AI as a client-facing trading product.
Commenting on Tuesday's launch, Assia said investing had always evolved with technology but that AI was accelerating the process. "The eToro App Store opens up financial innovation to anyone with an idea," he said in the statement. "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."
Broker Marketplaces Are Not New Territory
eToro is entering a space where several technology providers have been running developer marketplaces for years. Spotware's cTrader Store, launched in late 2022 and expanded since, already functions as a global marketplace for trading robots, indicators, copy strategies and Open API apps, with built-in licensing and dedicated sections for prop firm evaluations.
Finance Magnates reported last week that Spotware's platform now serves more than 11 million traders through over 300 broker and prop firm clients, with the store drawing an estimated 10,000 visitors a day, according to the company.
MetaQuotes, the dominant player in CFD broker technology, runs its own MQL5 code base and in early April launched metatrader.com, a consumer-facing portal that bundles charting, news and a developer marketplace with an Algo Forge layer described as a GitHub-like collaboration space for developers.
Earlier iterations of broker-run developer programs go back more than a decade, with IG Group opening its IG Labs API portal back in 2014, though without an app marketplace component.
The difference eToro is pitching is less about the infrastructure itself and more about distribution. The company is also marrying the store to its existing social layer, where users have historically followed and copied Pro Investors rather than downloading tools.
