eToro Launches Developer App Store and Builders Portal

eToro is opening its retail investing platform to external developers with the launch of an App Store and a dedicated builders portal. The new ecosystem allows third parties and users to create, publish, and install trading and analytics tools that integrate directly with the platform.

The Nasdaq-listed broker, with approximately 40 million registered users, stated the App Store will unite developers, quantitative strategists, and retail clients around a shared library of applications. Users can browse by category and install apps with one click within the eToro platform. The companion builders portal provides structured access to APIs, agent skills, and technical documentation, including AI-powered, no-code capabilities for users without programming backgrounds.

This move is part of eToro's longer-term AI strategy, which began with its public API and AI assistant launch in August 2025. The company has since expanded these tools and previewed user-built applications via natural-language "vibe coding." CEO Yoni Assia noted the company already has over 800 Pro Investors who have built more than 1,000 apps, some destined for the App Store.

The launch follows eToro's recent rollout of AgentPortfolios, a feature allowing AI agents to manage live sub-accounts. Assia commented, "The eToro App Store opens up financial innovation to anyone with an idea. Developers and quants finally have a direct line to millions of retail investors."

eToro enters a space where developer marketplaces already exist, such as Spotware's cTrader Store and MetaQuotes' consumer portal. The company differentiates its offering by focusing on distribution and integrating the store with its established social investing layer, where users traditionally follow and copy the trades of Pro Investors.