eToro expands into BlackRock ETF portfolios

The BlackRock tie up shows eToro is trying to turn a trading app into a place to park long term savings. Instead of asking users to pick stocks or copy fast moving traders, the five BlackRock portfolios package 10 to 25 iShares ETFs into risk based mixes that are rebalanced up to six times a year. That gives eToro a simpler product for people who want broad market exposure and less day to day decision making.1 2 3 4

• This matters because eToro started as a social brokerage built around CopyTrader, forex, crypto, and spread based trading. Adding BlackRock portfolios lets it sell a slower, more familiar investing workflow, where a user picks a risk level and holds a diversified basket, not a stream of individual trades.4 2 1
• The product design borrows from robo advisor logic without becoming full advice. BlackRock supplies asset allocation expertise, the portfolios hold ETF building blocks, and eToro handles distribution inside the same app where users already trade stocks, crypto, and copy portfolios.1 3 5
• The competitive angle is user expansion. Robinhood is still more exposed to trading and interest income, while eToro is leaning into international retail adoption and packaged portfolios. BlackRock's brand helps eToro look credible to first time and longer horizon investors who may not trust a social trading app on its own.4 6 2

The next step is clear, eToro will keep stacking partner led portfolios and AI guided products on top of its trading base. That pushes the company toward a broader retail wealth platform, where active traders, passive ETF buyers, and users seeking automated portfolio products can all stay inside one account.3 2 5