July has brought the return of the meme stock moment, led by frenzied activity in Opendoor (OPEN), Krispy Kreme (DNUT), GoPro (GPRO), and GameStop (GME).
Don’t count eToro co-founder and CEO Yoni Assia as surprised.
“I think generally the rise of retail investors is a huge trend,” Assia told me on Yahoo Finance. “We are still at the beginning of what we believe is the largest transformation of wealth in human history from older generations to younger generations.”
Assia is using the summer retail investor reawakening to push eToro’s business into new territory.
eToro said Tuesday it would debut 24-hour, five-day-a-week trading on 100 of the most popular stocks and ETFs in the market. Several names include Apple (AAPL), Alphabet (GOOGL), Nvidia (NVDA), Boeing (BA), JP Morgan (JPM), Ford (F), Alibaba (BABA) and Coinbase (COIN). The company will join rival Robinhood (HOOD) in trying to convince lawmakers to make stock trading around the clock.
“I think 24/7 is probably going to take longer simply because the markets themselves are usually closed over the weekend, and there’s still liquidity issues,” Assia explained. “I think 24/5 is happening now in 2025 and 2026, and it’s gradually happening across asset classes and also happening with more and more stocks available for 24/5 trading.”
The company also announced spot-quoted futures. It teased the launch of US-listed equities as tokens on the ethereum blockchain.
eToro priced its IPO in mid-May at $52 a share, above the planned range of $46 to $50. The company raised about $310 million in the offering.
Today, the stock trades around $62.50, giving the company a market cap of $5.2 billion. It has more than 40 million registered users.
Robinhood and Interactive Brokers are valued at $95 billion and $111 billion, respectively.
eToro was co-founded in 2007 in Israel by Yoni and his older brother, Ronen Assia. Yoni has said the company was started in his parents’ garage. Ronen sits on the management team and is an executive director.
The company quickly grew from its inception as new investors entered a bull market, initially raising $1.5 million at a $5 million valuation. It launched bitcoin trading in 2013, around the time of the crypto winter that depressed digital asset values.
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Brian Sozzi is Yahoo Finance’s Executive Editor and a member of Yahoo Finance’s editorial leadership team. Follow Sozzi on X @BrianSozzi, Instagram, and LinkedIn. Tips on stories? Email brian.sozzi@yahoofinance.com.
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