eToro Secures Lule Demmissie as US CEO

The leading social trading provider eToro announced that it has appointed Lule Demmissie, the former Executive Director at Morgan Stanley, as its US CEO.

In her new position, Demmissie will be in charge of creating a strategic business vision for eToro’s entire US business, helping build a customer-centric platform to drive adoption.

Additionally, Demmissie will lead eToro's US operations, including overseeing the company’s expansion and investment within the region, operational infrastructure, marketing, investment thought leadership, corporate governance, and compliance, as well as its regulatory affairs, risk management and social responsibility sectors.

Demmissie has more than 20 years of experience in the global financial sector. In her previous role, she worked as President at Ally Invest and oversaw the Ally Invest Securities, Ally Invest Advisors and API business lines.

Prior to joining Ally Invest, Demmissie spent over 9 years at TD Ameritrade as Managing Director of Investment Products & Digital Guidance. She has also worked with leading investment firms such as Morgan Stanley, J.P. Morgan, and Merrill Lynch as a product manager, product developer and a financial advisor.

“I am delighted to announce the appointment of Lule Demmissie as eToro’s US CEO. The US market is an essential part of eToro’s trajectory and strategic future and Lule’s unique blend of innovation in fintech, brand expertise and operational excellence is an important addition to the eToro leadership team,”Shalom Berkovitz, eToro Group CFO and Deputy CEO, said.

This week, eToro announced the renewal of its partnership with Southampton FC​, an English professional football club based in Southampton, Hampshire.