This week on Generating Alpha, I sat down with Yoni Assia, co-founder and CEO of eToro, the platform that has fundamentally changed how a generation approaches investing.

Yoni's story begins in Savyon, Israel, where finance was in the air from childhood — his father founded Magic Software and would pull over the car to read stock quotes with his kids, while his mother ran a copyright law firm. After serving as a programmer in the IDF and earning dual degrees in Management and Computer Science, he got his first taste of product-building with CDRide, selling on-ride videos to people coming off roller coasters. In 2007, he co-founded eToro with his brother Ronen and friend David Ring. Then 2008 hit — and watching the global financial system freeze in real time only sharpened his conviction that markets needed to be opened up for everyone.

What emerged was revolutionary. In 2010, eToro launched CopyTrader, allowing everyday investors to automatically replicate the strategies of the world's best traders. The idea helped define an entirely new category — social investing — and the platform has since grown to over 40 million registered users across more than 100 countries, going public on Nasdaq in May 2025 at a valuation of $5.64 billion. Along the way, Yoni collaborated with a young Vitalik Buterin on the Colored Coins project in 2012, years before Ethereum existed, and spent three hours at dinner with Warren Buffett in 2020 making the case for the future of finance.

In our conversation, we explored that journey in full — the crises navigated, the breakthroughs earned, and what nearly two decades of building alongside his brother actually looks like. We also discussed how eToro has survived crypto winters, regulatory battles, and multiple market crashes, what Yoni took away from his dinner with Buffett, and the advice he'd give to a 16-year-old who wants to make their mark on the world.

Presented by: rho.co/generatingalpha