Brand Strategy &
Marketing Playbook
Derived from the product. Grounded in frameworks. Built for 2026 and beyond.
Brand Identity
Derived from the product design and strategy — not layered on top
1.1 Design-first brand philosophy
The product IS the brand
Most companies build a brand, then apply it to the product. eToro is doing the opposite: the new eToro Plus design system — crafted by VH and the product design team — is the brand. Every pixel, every interaction, every micro-animation communicates what eToro stands for. The visual identity doesn't sit on top of the experience; it emerges from it.
This is not a cosmetic refresh. It is a philosophical shift. The old eToro leaned heavily on green — in backgrounds, gradients, buttons, illustrations. The message was enthusiasm and energy. The new eToro Plus system says something fundamentally different: confidence, restraint and sophistication.
As Guillermo Rauch (Vercel) notes: "Taste is a skill that can develop" through deliberate exposure to the best products. The eToro Plus system reflects a mature product taste — one that understands, as Alex Komoroske puts it, that "in this cacophony, how do you stand out? You stand out by having good taste." In a market flooded with neon-green trading apps and gamified interfaces, eToro's near-black, minimal UI is a powerful differentiator. Great taste means knowing what to remove — and eToro Plus has removed everything that doesn't earn its place.
What the design language communicates
The eToro Plus design system makes a series of deliberate choices, each of which sends a brand signal:
Near-black backgrounds (#0B0B0B)
Signals: seriousness, premium quality, professional-grade tooling. Positions eToro alongside Bloomberg and sophisticated fintech — not alongside gamified apps with confetti animations
White as primary accent
Signals: clarity, transparency, clean information hierarchy. White text on dark creates sharp contrast that says "we respect your attention"
Green (#0EB12E) used sparingly
Signals: intentionality. Green only appears for positive actions — buy, gains, toggle on. It becomes meaningful precisely because it's restrained. When you see green, it means something
Pill-shaped buttons, 16px radius
Signals: approachability within sophistication. The rounded forms soften the dark interface, making it feel inviting rather than intimidating. Modern without being trendy
Ultra-clean whitespace
Signals: confidence. Only products that believe in their content leave this much room. Clutter signals insecurity; whitespace signals "we know exactly what matters"
Mobile-first, app-native feel
Signals: eToro lives where you live. This isn't a desktop platform crammed into a phone — it's built for the way modern investors actually behave
The evolution from old to new
The previous brand system — Tusker Grotesk headlines, eToro Green (#13C636) as primary, Dark Blue (#000021) backgrounds, Light Blue (#C0E8FD) accents — served eToro well through its growth to 38M+ users. It communicated energy, accessibility and boldness. But as eToro matures into a publicly traded, multi-regulated global platform, the brand must evolve to match.
The eToro Plus system doesn't abandon what came before — it refines it. Green is still present, but elevated from a blanket to a signal. The background shifts from dark blue to near-black, gaining gravitas. Typography moves from display-heavy Tusker to the custom eToro Variable font, gaining both personality and flexibility. The result: a brand that feels like it grew up, not like it changed its mind.
Jessica Hische (Positioning & Messaging): "The cover of the book should tell people what to expect from the thing that they're about to engage with." The eToro Plus design system is the cover — and it tells users to expect a serious, sophisticated, trustworthy investing experience.
1.2 Brand positioning
April Dunford's methodology from Obviously Awesome provides a rigorous five-component framework: competitive alternatives → unique attributes → value → best customers → market category. Applied to eToro:
1. Competitive alternatives
What would customers do if eToro didn't exist? This is not just "other brokers" — it includes the status quo. As Dunford warns: "Most folks discount the status quo, but they shouldn't, because we lose about 40% of deals to 'no decision.'"
| Alternative | What it offers | What it lacks |
|---|---|---|
| Robinhood | Simple US stock/crypto trading, zero commissions | No social features, no copy trading, US-only, limited assets |
| Revolut | EU super-app with trading bolted on | Trading is secondary feature, shallow market coverage, no social |
| Interactive Brokers | Professional-grade multi-asset access | Intimidating UX, no social layer, steep learning curve |
| Coinbase | Trusted crypto on-ramp | Crypto-only, no stocks/ETFs, no social investing |
| Plus500 | CFD trading with simple interface | CFDs only, no real assets, no community |
| Doing nothing | Cash in a bank account, no market risk | Inflation erosion, zero growth, no financial empowerment |
2. Unique attributes
- Social investing infrastructure — a live feed, discussions, sentiment data. No other regulated broker has this
- CopyTrader — one-click portfolio mirroring of proven investors. Patent-protected, category-defining
- Multi-asset in one app — stocks, ETFs, crypto, CFDs, commodities. Competitors force you to use multiple apps
- Global reach with local regulation — FCA, CySEC, ASIC, FinCEN. Trusted in 100+ countries
- Smart Portfolios & Recurring Investments — set-and-forget options for passive investors
3. Value these enable
The unique attributes combine to deliver a single core value proposition: "You don't have to invest alone."
Markets are complex, intimidating and lonely. eToro makes investing social, accessible and connected. Whether you copy a top investor, follow the feed for ideas, or set up a recurring investment — you're never navigating alone. This is the value that no competitor delivers at scale.
4. Best customer segment
Aspirational investors who want guidance. These are people who know they should be investing, have some capital, but feel uncertain about where to start or what to do next. They're not day traders. They're not passive savers. They're in the middle — curious, motivated, and looking for a community that makes them feel confident. They're 25–45, digitally native, and international.
5. Market category
Social investing platform. Not a "trading app" (too transactional), not a "neobank" (too broad), not a "social network for finance" (too vague). eToro owns the category of social investing — the intersection of regulated brokerage and community-powered discovery. This category positions eToro as the only player that genuinely merges financial services with social infrastructure.
For aspirational investors who want guidance and community, eToro is the social investing platform that lets you invest alongside 38M+ users worldwide. Unlike traditional brokers that leave you alone with charts, eToro combines multi-asset access, CopyTrader technology and a live social feed so you can learn, follow and grow — together.
1.3 Brand narrative
Andy Raskin's movement-first approach: "This structure is about defining a movement — that's very different from 'I'm going to solve your problem.'" Great brand stories don't start with the company. They start with a shift in the world.
The world shift
Investing used to be for professionals behind closed doors. Then the internet opened access — but left most people staring at charts they couldn't read, making decisions they weren't confident about, in an experience that felt solitary and stressful. Access was democratised. Confidence wasn't.
The tension
Millions of people know they should invest. They have the tools, the information, even the capital. But they're paralysed by complexity, overwhelmed by choice, and — crucially — alone. Every other part of our lives has become social. We share recommendations for restaurants, rate products together, learn from each other's playlists. But when it comes to the most important financial decisions of our lives, we're still isolated.
As Bob Moesta frames it from the Jobs-to-be-Done perspective: "A struggling moment causes demand." The struggling moment for eToro's audience isn't "I can't open a brokerage account." It's "I don't know what to do next, and I have no one to ask."
The resolution
eToro was founded in 2007 on a radical premise: investing should be social. Not social as a feature bolted on. Social as the foundation. When you can see what real investors are doing, copy their strategies with one tap, and discuss ideas in a live feed — the barriers of complexity, intimidation and isolation dissolve. You're not alone. You're investing with 38 million people.
The character
eToro's brand character reflects the product design: confident but approachable, sophisticated but inclusive. Like the near-black interface that's premium but not cold. Like the green accents that celebrate your wins without being loud. eToro is the knowledgeable friend who explains markets clearly — never condescending, never jargon-heavy, always honest about risk.
Mike Maples Jr (Brand Storytelling): "The customer is the hero (Luke Skywalker), the founder is the mentor (Obi-Wan) providing the tools. Position your product as the lightsaber." eToro is not the hero of this story. The investor is. eToro provides the tools, the community and the confidence to make them succeed.
The movement
The eToro movement is: "Invest together." Not just a tagline — it's a belief that financial markets work better when people have access to collective wisdom. It's the conviction that transparency (seeing what others invest in) beats opacity. That community beats isolation. That confidence grows when you're not alone.
1.4 Brand voice and tone
Voice principles (constant)
The voice derives directly from the product experience. Open the eToro app: clean UI, no clutter, clear information hierarchy. The copy should feel the same way.
Say it simply
No jargon unless the audience expects it. Short sentences. Active voice always. If a sentence can be shorter, it should be
Respect attention
Get to the point. Like the whitespace in the UI — don't fill space for the sake of it. Every word earns its place
Human, not corporate
Following João's translation rules: "warm, clear, user-centred — never robotic, never flippant." Write like a knowledgeable friend, not a compliance document
Risk-aware, not risk-averse
Don't hide the complexity of markets. Acknowledge risk clearly. Honesty about what could go wrong builds more trust than hype about what could go right
Tone spectrum (varies by context)
| Context | Tone | Example |
|---|---|---|
| Product UI | Precise, functional, minimal | "Your USD Account has been credited. You can now trade or withdraw." |
| Onboarding | Encouraging, clear, guiding | "You're all set. Start with a market you're curious about." |
| Marketing | Confident, aspirational, social | "Join 38M+ investors. Copy the pros. Build your portfolio." |
| Social media | Conversational, current, engaging | "Tesla earnings tonight. What's your move? 📊" |
| Warm, personalised, value-driven | "Good morning. Here's what's moving today — and why it matters to your portfolio." | |
| PR/IR | Authoritative, measured, factual | "eToro today announced Q4 results, reporting continued growth in funded accounts." |
Copy rules
- British English — organise, colour, licence (noun), practise (verb)
- Sentence case for body, headings, email subjects. Title Case for CTAs and hero headlines only
- No Oxford comma — "stocks, ETFs and crypto" not "stocks, ETFs, and crypto"
- Active voice — "You can start investing" not "Investing can be started"
- Forbidden terms — "balance" → "USD Cash" / "[currency] Account". "Fund" → "Deposit" / "Add funds"
- Numbers — spell out one to nine in paragraphs, digits in headlines ("3 simple steps")
- Bullet points — capital first letter, no full stops at end
- Product names in English — CopyTrader, Smart Portfolios, Popular Investors (never translate)
1.5 Visual identity system
Colour palette
Primary
Secondary
Typography
| Font | Usage | Fallback |
|---|---|---|
| eToro Variable 0.7 | Primary — all headings, body, UI text | Inter → Outfit → system |
| Inter | First fallback, used when custom font unavailable | Outfit → system |
| Outfit | Secondary fallback, marketing contexts | system-ui |
Design components
- Buttons — pill-shaped (border-radius: 999px), green fill for primary CTAs, outline for secondary
- Cards — 16px radius, #1A1A1A fill, 1px #333 border
- Inputs — 12px radius, dark fill, subtle border
- Spacing — generous. Minimum 16px between elements, 24–32px between sections
- Icons — line style, 1.5–2px stroke, matching the minimal aesthetic
Photography and visual content
The eToro Plus era demands a fundamentally different approach to imagery:
- Product screenshots over stock photos — the app is beautiful enough to be the hero image. Show it
- No stock photos of "happy traders" — these are generic, inauthentic and damage credibility
- Real data, real charts — when showing market content, use real (historical) data. Simulated charts look fake
- Dark-mode creative — all marketing creative inherits the dark-mode aesthetic from the product
- Lifestyle imagery — when people are shown, show real moments of investing life. A phone in a pocket at a café, a portfolio check on a commute. Natural, not staged
Logo usage
| Background | Logo colour |
|---|---|
| Dark (#0B0B0B, #1A1A1A) | White |
| Light (#FFFFFF) | Green (#0EB12E) or Dark (#0B0B0B) |
| Green (#0EB12E) | White |
Never tilt, italicise or modify the eToro logo or font. Always straight and upright. Always use official logo files.
Marketing Strategy
Growth loops, audiences, onboarding and community — all derived from the product
2.1 Growth model and loops
Luc Levesque: "It's usually just one loop that you need to get right." For eToro, the CopyTrader loop is the dominant engine — but it's reinforced by content and social loops that feed each other.
Loop 1: CopyTrader viral loop (primary)
This is eToro's most powerful flywheel. The more copiers a Popular Investor gets, the more incentive they have to maintain good performance and share their results. This creates a self-reinforcing system: good investors attract copiers, copiers validate the investor's reputation, and the results become shareable social proof that attracts new users.
As Julian Shapiro notes about product-led acquisition: "By me trying to use the product in its everyday intention, I'm automatically enticing someone else to become a customer." When a user copies a successful investor and shares the outcome, the product markets itself.
Loop 2: Content and discovery loop
This loop positions eToro as a financial information hub — not just a transaction platform. Shiloh's daily email is a key node in this loop, driving daily re-engagement and discovery.
Loop 3: Social feed loop
Uri Levine's insight is critical here: "Word-of-mouth you can only have if you have high frequency of use." The social feed gives users a reason to open eToro every day, even when they're not trading — which creates the frequency needed for organic word-of-mouth.
Retention mechanics
From the retention and engagement framework, eToro's product has two powerful retention forces:
- Accruing benefits (Sarah Tavel's framework): your portfolio grows, your copy history builds, your social connections deepen. The product gets better the more you use it
- Mounting loss: leaving eToro means abandoning your copy relationships, portfolio history, social reputation and the network you've built. The switching cost is social, not just functional
Gokul Rajaram's benchmark: "40 to 50% of new customers should come from organic channels." eToro's social and copy loops are designed to hit this ratio — reducing dependence on paid acquisition by making the product inherently shareable.
2.2 Target audiences
Self-directed beginners
Job: "I know I should invest but I don't know where to start"
Needs: Education, simplicity, low-risk entry points
PMF signal: Opens virtual portfolio → makes first real trade within 14 days
Key products: Virtual Portfolio, Academy, Recurring Investments
Social investors
Job: "I want to invest like the people who know what they're doing"
Needs: Trusted investors to follow, transparent track records, easy copying
PMF signal: Copies first investor → still copying at 30 days
Key products: CopyTrader, Popular Investors, Social Feed
Experienced multi-asset traders
Job: "I want one platform for stocks, crypto and CFDs"
Needs: Broad asset coverage, competitive spreads, advanced charting
PMF signal: Trades 3+ asset classes within first 30 days
Key products: Stocks, ETFs, Crypto, CFDs, Commodities
Passive investors
Job: "I want to grow my money without thinking about it daily"
Needs: Set-and-forget options, diversification, low maintenance
PMF signal: Sets up Smart Portfolio or Recurring Investment → still active at 90 days
Key products: Smart Portfolios, Recurring Investments, CopyTrader
Sean Ellis's "very disappointed" test applies differently per segment. Segment 2 (social investors) is likely eToro's strongest PMF pocket — these users can't replicate CopyTrader anywhere else. If eToro disappeared, they'd be "very disappointed" because no alternative offers the same combination of regulated brokerage and social copy functionality. This is the segment to double down on.
As Karri Saarinen notes: "The way we think about it is, 'Do we have fit in specific segments?' and how strong that fit is." Measure PMF per segment, not globally.
2.3 Onboarding as marketing
The first five minutes on eToro aren't just a registration flow — they are the single most important brand touchpoint. As Grant Lee puts it: "We are going to do everything we possibly can to make the first 30 seconds of the product feel magical."
The KYC flow IS brand communication
Every screen in the onboarding and KYC process communicates brand values — even the compliance steps. A clean, fast, well-designed identity verification flow says: "We take security seriously, and we respect your time." The eToro Plus design system — dark backgrounds, clear typography, green progress indicators — transforms a regulatory obligation into a brand moment.
Time-to-value by segment
| Segment | Aha moment | Target time | Activation metric |
|---|---|---|---|
| Beginners | First virtual trade | < 3 minutes | Virtual portfolio opened |
| Social investors | Discover a top investor | < 2 minutes | Views first Popular Investor profile |
| Experienced traders | Find their favourite asset | < 1 minute | First watchlist addition |
| Passive investors | See Smart Portfolio options | < 2 minutes | Views Smart Portfolio page |
Onboarding design principles
- Remove blockers to the aha moment — as Cam Adams learned: "The product features were there but there was this thing holding people back." Every screen between signup and value is a potential drop-off point
- Learn by doing, not reading — no carousel tutorials, no tooltip tours. Get users into the real product immediately. The Virtual Portfolio is the tutorial
- Progressive disclosure — show stocks and CopyTrader first. Introduce CFDs, Smart Portfolios and advanced features as the user demonstrates readiness
- Celebrate the first win — when a user makes their first trade or first copy, use subtle animation (consistent with the restrained green palette) to mark the moment. As Kristen Berman's behavioural design principles suggest: create "pause moments" that reinforce positive behaviour
Dan Hockenmaier (Retention): "Very often the biggest wins in retention come from inflecting the early user experience." Onboarding isn't a funnel to optimise — it's the foundation of the entire retention curve.
2.4 Content strategy
Camille Ricketts: "The way that you think about product-market fit, you have to think about content-market fit. What is it that they need to get promoted? What is it that they need to avoid failure?" eToro's content should be a painkiller for the "I don't know what to do with my money" anxiety.
Content pillars
Build trust → drive activation
Academy content, beginner guides, "how to" articles. Target: pre-signup users and new registrants. Satisfy the Google search — as Meltem Kuran says: "Is the Google search over?" Our content should end the search, not extend it
Position authority → drive engagement
Daily market commentary (Shiloh's email), earnings previews, macro analysis. Target: active users and lapsed users. Frequency creates habit — this is the daily touchpoint that keeps users in the loop
Build confidence → drive conversion
CopyTrader success stories, Popular Investor spotlights, user-generated portfolio content. Target: consideration-stage prospects. Real results from real people beat any ad
Shape narrative → drive awareness
CEO/leadership perspectives on markets, social investing trends, fintech innovation. Target: media and industry. As Lulu Cheng Meservey advises: "Going direct means the founder speaks from themselves. First person, human voice."
Distribution channels
| Channel | Content type | Frequency | KPI |
|---|---|---|---|
| Daily email | Market insights + featured investors | Daily | Open rate, click-to-trade |
| Blog/Academy | Evergreen education + SEO | 3–5x/week | Organic traffic, time on page |
| Social media | Market moments, memes, polls | Daily | Engagement rate, follows |
| Push notifications | Price alerts, portfolio updates | Personalised | Open rate, trade conversion |
| In-app feed | UGC, analyst posts, trending | Continuous | DAU, feed engagement |
Ethan Smith's principle applies: "AI-assisted, not AI-generated." Use AI to accelerate content production, but ensure every piece carries genuine human insight and expertise that provides real "information gain."
2.5 Community strategy
Matt Mullenweg: "Don't just build a product, build a movement." eToro's social investing infrastructure is already community infrastructure. The strategy is to formalise and amplify what's already happening organically.
CopyTrader as community infrastructure
CopyTrader isn't just a feature — it's a social contract. When someone copies an investor, they're placing trust. When the investor accepts copiers, they're accepting responsibility. This creates a two-sided community dynamic that's more powerful than any forum or Discord server.
Camille Ricketts's "atomic unit of sharing" concept applies perfectly: the atomic unit on eToro is your copy performance. When a user's copied portfolio does well, they want to share it. This is the natural moment of community-driven growth — it "exhibits something about themselves" (their judgment in choosing the right investor to copy).
Popular Investors as ambassadors
eToro's Popular Investor programme is already an ambassador programme. The key is to treat it as such:
- Start with the most vocal 20 — as Camille Ricketts advises: "The initial base was just 20 people who we happened to see be the most vocal already." Identify the Popular Investors who are already creating content, engaging with copiers and representing the brand organically
- Give them tools, not scripts — provide content templates, early access to features and analytics dashboards. Don't try to control their voice
- Make their success visible — featured placements, case studies, social spotlights. Their success story IS eToro's brand story
The social feed as engagement layer
The in-app feed is eToro's underused community asset. Strategy:
- Elevate quality contributors — surface thoughtful analysis, not just "buy Tesla 🚀"
- Create participation incentives — badges, recognition, access to analyst-grade tools for top contributors
- Connect feed activity to trading — when someone posts about an asset, make it one tap to view the chart. Reduce the distance between discussion and action
User-generated content strategy
UGC for eToro means: portfolio screenshots, copy results, market analysis posts and investment stories. This content is more credible than any ad and — critically — it's free. The strategy:
- Make sharing easy: one-tap share of portfolio performance to Instagram/X/WhatsApp
- Create branded templates that look good on social (dark mode, clean, matches the product aesthetic)
- Feature the best UGC in official channels (with permission)
2.6 Competitive positioning map
April Dunford: "The first step in a good positioning exercise is to really understand, what do we have to position against?" Jake Knapp adds: look at "the competition for solving that problem — how do they solve it today?"
| Platform | Strength | Weakness vs eToro | eToro advantage |
|---|---|---|---|
| Robinhood | Simple, zero-commission, US brand recognition | US-only, no social, limited assets, regulatory issues | Global, social investing, multi-asset, CopyTrader |
| Revolut | EU super-app, banking + trading | Trading is secondary, shallow coverage, no social | Investing-first, deeper markets, social feed, copy |
| Interactive Brokers | Massive asset coverage, professional tools | Complex UX, no social, intimidating for retail | Accessible UI, CopyTrader for non-pros, community |
| Coinbase | Trusted crypto brand, institutional credibility | Crypto only, no traditional assets, no social | Multi-asset (stocks + crypto in one app), social layer |
| Plus500 | Simple CFD interface | CFDs only, no real assets, no community | Real stocks + CFDs, social investing, global regulation |
eToro's unique position
No other platform sits at the intersection of social + multi-asset + global + regulated. Competitors can match one or two of these dimensions. None can match all four. This is eToro's defensible moat — and it maps directly to the brand promise of "invest together."
As Elena Verna warns: "Blatantly copying all of these best tactics or flows because they're doing better than us — that's where things really go wrong." The strategy is not to copy Robinhood's simplicity or IBKR's depth. It's to own the social investing category entirely and let competitors try to catch up.
Campaign Framework
Architecture, regional adaptation and compliance as brand
3.1 Campaign architecture
The six-wave process
Every eToro campaign follows a structured six-wave process that ensures brand consistency while enabling creative excellence:
Strategy
Audience definition, regional targeting, product focus, compliance check (cross-border matrix), competitive context, campaign objectives and KPIs
Copy
Headline variants, body copy, CTAs, disclaimers (from the official matrix — never improvised). British English, sentence case, João's tone rules. Every word proofread against the copy rubric
Creative
Visual assets built from Figma templates (never from scratch). Dark-mode aesthetic, product screenshots as hero images, green only for CTAs. Shay's design rules: massive headlines, clean layouts, proper disclaimer placement
Landing page
eToro Plus design system applied: #0B0B0B background, white text, green CTAs, pill buttons, 16px radius cards. Mobile-first, no horizontal scroll, password protection for confidential pages
Distribution
Channel selection per region and segment. Paid (Meta, Google, X), organic (social, email, blog), partners (affiliates, Popular Investors). Budget allocation based on LTV by segment
Learning
Performance analysis, creative testing results, regional benchmarks. Insights feed back into Wave 1 of the next campaign. Every campaign makes the next one better
Design consistency rule
Every campaign creative must pass a simple test: does it look like it could be a screen in the app? If a banner ad uses colours, fonts or layouts that don't exist in the eToro Plus design system, it's off-brand. The product design IS the campaign design — adapted for the format, but never disconnected.
3.2 Regional adaptation
eToro operates in 100+ countries with different regulations, cultures and financial attitudes. The 2026 regional strategy adapts the global brand to local contexts while maintaining consistency:
All-in-one app
Hook: ISA tax benefits + CopyTrading
Tone: Trust + regulation. FCA-regulated. Emphasise security and tax advantages
Products: ISA, CopyTrader, Crypto, Stocks, Options
Note: CFD loss rate: 51% (must include in marketing)
Surprisingly eToro
Hook: "Let eToro surprise you" — challenge preconceptions
Tone: Security + order. Formal "Sie" form (German)
Products: Crypto (150+), Staking, ETFs, Recurring Investments
Note: Germany — no real crypto marketing. Switzerland — no ETFs
Invest in your future
Hook: Education — bridge the gap between saving and investing
Tone: Aspirational, educational. Warm community feel
Products: CopyTrading, Recurring, Demo, Smart Portfolios
PARLEZ CASH
Hook: "If you don't talk about money, you lose money" — break the taboo
Tone: Bold, provocative, culturally specific. Formal "vous"
Products: US stocks from $1, ETF recurring, Crypto staking
Note: No crypto wallet marketing in France
World-class trading
Hook: Premium experience for sophisticated investors
Tone: Premium, precision, exclusivity
Products: CFDs, Commodities, Stocks, Club benefits
Simplest way to invest globally
Hook: "Your world, one app" — AUD deposits, global access
Tone: Friendly, practical, straightforward
Products: Global stocks, AU shares, ETFs, Crypto, CopyTrader
Regional copy adaptation rules
- Product names stay in English globally (CopyTrader, Smart Portfolios, Popular Investors)
- Localise cultural references, not just language — France's "break the money taboo" wouldn't work in DACH
- Always check the cross-border matrix before promoting any product in a region
- Portuguese content must be pt-PT (European), never pt-BR (Brazilian)
- Arabic content must support RTL layout and use Modern Standard Arabic
3.3 Compliance as brand
Most companies treat compliance as a constraint on marketing. eToro treats it as a brand asset. In an industry plagued by scams, meme coins and unregulated platforms, being properly regulated is a differentiator.
Regulatory trust signals
- FCA (UK) — one of the world's most respected financial regulators. Reference number prominently displayed
- CySEC (EU) — EU-wide regulatory framework. Enables passport across all EU/EEA countries
- ASIC (Australia) — trusted in the APAC region
- FinCEN (US) — money services business registration for US operations
Risk warnings done right
The EU marketing rules are clear: marketing must be fair, clear and not misleading. Benefits and risks must be equally prominent. Rather than treating this as a burden, eToro's approach is:
- Prominent disclaimers — white background bar at the bottom of every creative, readable font size, clear contrast. Not hidden, not footnoted
- Honest language — "51% of retail CFD accounts lose money" stated plainly, not buried
- No FOMO tactics — no false urgency, no "limited time" pressure, no gambling language
- No regulator logos — reference registration numbers, never imply endorsement
This approach builds credibility. When a prospect sees that eToro openly communicates risk, they trust the platform more — not less. Compliance becomes a conversion asset.
Prohibited practices (non-negotiable)
| Never do | Why |
|---|---|
| Advertise as "0% commission broker" | Misleading — spreads and fees exist |
| Use fictitious performance data | Regulatory violation |
| Show regulator logos (CySEC, FCA, etc.) | Implies endorsement |
| Use fake testimonials | Regulatory and trust violation |
| Use FOMO or urgency tactics | Dark pattern — prohibited in EU |
| Gamify trading or use casino language | Regulatory red flag |
| Offer monetary incentives for CFD trading (EU) | Product intervention rules |
Measurement
Brand health, campaign metrics and the north star
4.1 Brand health metrics
Brand north star metric
The brand NSM should reflect the core value proposition: social investing adoption. Specifically: the percentage of active users who have engaged with at least one social feature (copy, feed, follow) in the last 30 days. This metric captures whether the brand promise — "invest together" — is being delivered in the product.
Brand health dashboard
| Metric | What it measures | Frequency | Target |
|---|---|---|---|
| Unaided awareness | % of target audience who mention eToro unprompted | Quarterly | Top 3 in key markets |
| Consideration | % who would consider eToro when choosing a platform | Quarterly | > 30% in core markets |
| Preference | % who prefer eToro over alternatives | Quarterly | > 15% in core markets |
| NPS | Net Promoter Score across active users | Monthly | > 40 |
| Brand search volume | Monthly branded search queries | Monthly | YoY growth > 20% |
| Social share of voice | % of category conversation mentioning eToro | Weekly | > 25% of category |
| Sean Ellis score | "Very disappointed" if eToro disappeared | Quarterly | > 40% of surveyed users |
4.2 Campaign metrics
Primary conversion funnel
| Stage | Metric | Definition |
|---|---|---|
| Awareness | Impressions, reach | Eyeballs on campaign creative |
| Interest | CTR, landing page visits | Engagement with campaign |
| Registration | Signups | Completed registration |
| Verification | KYC completion rate | Identity verified |
| Deposit | FTD (First Time Deposit) | Money in account — the primary conversion event |
| Activation | First trade / first copy | User reaches aha moment |
| Retention | D7, D30, D90 retention | User returns and trades |
Channel-specific KPIs
| Channel | Primary KPI | Secondary KPI |
|---|---|---|
| Paid social (Meta) | Cost per FTD | FTD-to-activation rate |
| Paid search (Google) | Cost per registration | Reg-to-FTD conversion |
| Click-to-trade rate | Re-deposit rate | |
| Content/SEO | Organic traffic | Reg from organic |
| Affiliates | FTD volume | 30-day LTV of referred users |
| Social organic | Engagement rate | Branded search lift |
Regional benchmarks
Campaign performance varies significantly by region. Key factors:
- UK — higher CPA but higher LTV (ISA deposits tend to be larger)
- DACH — longer consideration cycle but strong retention once converted
- Southern Europe — lower CPA, social features drive higher organic share
- Australia — mid-range CPA, strong multi-asset adoption
- US — crypto-focused, high competition, requires distinct strategy
Every campaign feeds data back into the learning loop. Creative performance, copy variants, audience segments and regional differences are documented and used to improve the next campaign. As the growth loops compound, the cost of acquisition should decrease while the lifetime value increases.