Before social media made everything a performance, investing was a private act — something you did quietly, and ideally, alone. eToro had a different idea. Founded in Tel Aviv in 2007 and now headquartered in the UK, it built a trading platform where you could see what other investors were doing and copy them directly. CopyTrading sounds gimmicky until you realise it solves a genuine problem: most people don't know how to build a portfolio, but they do know how to follow someone whose track record they trust. eToro has grown to over 30 million registered users across more than 100 countries, offering stocks, ETFs, crypto, and commodities through a single app. It's one of the most recognised retail investment brands in Europe, particularly among younger investors who came to markets through crypto and stayed for equities. The social layer isn't just a feature — it's the product. In a world where financial advice is expensive and often inaccessible, eToro's bet is that the crowd, properly filtered, is a reasonable substitute.