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Lule Demmissie Appointed eToro’s US CEO.

eToro is a multi-asset platform for investing. Today, it announced that Lule Demmissie (ex-Executive Director at Morgan Stanley) has been appointed its US CEO.

eToro shared a press release with Finance Magnates stating that Demmissie would lead the US operations. The newly appointed US CEO will also be responsible for creating a strategic vision for the entire US business.

Demmissie was the President of Ally Invest. She also managed Ally Invest Advisors and API business lines. Demmissie was previously employed by TD Ameritrade and Morgan Stanley, Merrill Lynch and JPMorgan.

“I am thrilled to announce Lule Demmissie’s appointment as eToro US CEO. The US market is a key part of eToro’s future trajectory and strategic vision. Lule’s unique combination of fintech innovation, brand expertise and operational excellence makes her an important addition to our leadership team. Lule brings a passion to investor behavior, agile product design, and an appreciation for behavioral science and design thinking when creating user-centric experiences. Shalom Berkovitz (eToro Group CEO and Deputy CEO) said that Lule is a strong advocate for empowering all people to control their financial futures.

Guy Hirsch was promoted to the position as Managing Director US and Global NFT by eToro. In the near future, NFT initiatives will also be launched by the broker.

Lule Demmissie

Demmissie commented on the joining: “I have spent most of my career supporting the empowerment and financial well-being of retail investors. eToro’s innovative blend of social investing, copy trading, and its pioneering efforts in digital assets is what attracted me to this brand. As the US CEO of the largest social investing platform in the world, Guy Hirsch, I am thrilled to continue this mission with Guy Hirsch.

eToro has just reported interim financial results for its quarter ending June 30, 2021. In Q2 2021, the company earned $291 million in net trading income.

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