eToro is opening its Platinum+ membership tier to subscribers for $14.99 a month or $149.99 a year, removing a $50,000 account-balance requirement that previously gated the broker's higher-end perks.
The Nasdaq-listed firm announced the upgraded plan today (Tuesday), building on a cheaper Platinum subscription it introduced last year.
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The plan will roll out first in the United Kingdom and the European Union, with other regions to follow, and includes a seven-day free trial. It extends a Platinum-tier subscription eToro introduced in November at $4.99 a month, which first opened the broker's loyalty benefits to users sitting below its balance thresholds.
From Balance-Gated VIP to Pay-to-Access Perks
Top benefits of Platinum+ include a Black Visa debit card paying 4% back in stocks on everyday purchases, a dedicated account manager, a 40% discount on currency conversion fees, 3.55% interest on cash balances, and an 85% revenue share on eligible crypto staking , according to the firm.
Subscribers also get unlimited access to Tori, eToro's AI investing companion, which incorporates real-time market sentiment from X via Grok 4.2, plus a complimentary digital subscription to The Wall Street Journal.
Existing Platinum subscribers can upgrade immediately, with the remaining balance prorated, eToro said.
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"The upgraded plan allows even more investors to access enhanced rewards, professional tools and premium experiences regardless of the balance in their trading account," Etay Cohen, eToro's Chief Customer Officer, said in a statement.
Robinhood's Subscription Playbook Goes Mainstream
eToro is leaning on a model that Robinhood has spent years building out. Robinhood Gold, priced at $5 a month, ended the third quarter with 3.9 million subscribers and roughly $88 million in subscription-related revenue for the period, double the year-earlier figure, according to the US broker's November earnings release.
Robinhood has steadily widened its premium-tier ecosystem with a Gold credit card paying up to 3% cashback, a 4% APY savings product launched in 2025, and a discounted mortgage benefit through a partnership with Sage Home Loans introduced later that year.
Trading 212 and Revolut have moved in similar directions in Europe, layering interest-bearing accounts and tiered card products onto their core trading apps.
A Public Company in Search of Steadier Cash Flow
The push has particular urgency at eToro, which completed its Nasdaq IPO in May 2025 at a valuation of about $4.8 billion.
Since listing, the firm has rolled out new products at a fast clip, including AI-built Alpha portfolios, a stock-lending program for European clients, and a 1% crypto-to-stock cashback program aimed at addressing its heavy revenue concentration in digital assets, which accounted for 91% of second-quarter revenue.
Subscription income is, in principle, less correlated with the next crypto cycle. eToro has not disclosed how many users signed up for the November Platinum plan, the figure that will determine whether Platinum+ moves the needle on earnings or simply repackages the existing rewards program for a paying audience.
