Israeli fintech eToro has established a local subsidiary in France, following a similar strategy to competitor XTB which recently expanded into the local long-term investment market. The move confirms the industry-wide shift toward capturing passive investors beyond traditional trading services.

eToro Moves to France, Opens Subsidiary Called “Wealth”

eToro announced that it has opened a physical office in France. This move coincides with the establishment of a local subsidiary, eToro Patrimoine, which can be translated as “eToro Wealth,” located on Boulevard Malesherbes in Paris. The new entity has its own website and was created to provide French retail investors with access to retirement savings plans, Plan d'Épargne Retraite (PER), and life insurance contracts developed in collaboration with Generali, a major player in the French insurance market with €19.2 billion in revenue last year.

“Introducing saving solutions for eToro's users in France and opening a local subsidiary underscore our commitment to strengthen our footprint in a key market for the business,” said Julien Nebenzahl, President of eToro Patrimoine.

The new offerings allow users to choose between managed portfolios with varying risk profiles or self-directed options where investors can build their own allocations from over 500 investment vehicles including euro funds, mutual funds, ETFs, stocks, and dated bond funds.

“We are delighted to support eToro, a globally recognized investment player, in the launch of its subsidiary in France and its savings offering,” Corentin Favennec, Partnerships Director at Generali Patrimoine, added.

Industry Expands Beyond Active Trading

This move represents eToro's continued push into more passive, long-term investment products across Europe. In March 2023, the company partnered with Moneyfarm to provide UK clients with tax-efficient Individual Savings Accounts (ISAs), targeting the same segment of retail investors seeking long-term wealth building options.

The strategy mirrors that of competitor XTB, which recently launched French PEA (Plan d'Épargne en Actions) accounts in April 2025, following similar tax-advantaged account offerings in the UK and Poland. The PEA market in France is substantial, with over 7 million active accounts as of late 2023, compared to fewer than 30,000 active CFD traders in the country.

Although eToro offers a different product than XTB (PER vs. PEA), they are very similar. The goal is to support retirement savings, with differences in tax benefits, investment options, withdrawal conditions, and contribution limits.

In May, IG Group (LSE: IGG) also introduced a new “passive” feature for its UK customers, offering an interest rate of up to 8.5% on deposited cash. This rate is more than double the current 4.25% base rate set by the Bank of England.

Recent French Market Developments

The launch follows several recent product updates for eToro users in France. Last year, the platform enabled trading in local currency for eToro Money EUR accounts and expanded its offering of French-listed stocks from Euronext Paris. French users also received access to a French IBAN for more localized service.

For both the PER and life insurance products, initial investments start at €300, with scheduled payment options available. As part of a launch promotion, management fees (normally 0.5-0.8% for PER and 0.75% for life insurance) will be waived for 2025.

eToro, founded in 2007, currently serves 40 million registered users across 75 countries. The company debuted on the U.S. stock exchange last week and was met with a warm reception from investors. According to analysts, it has sparked hope that the IPO market can still be active.