Bold design for a bullish brand
A complete rebranding of eToro, including its app and landing page, to appeal to both experienced traders and beginners.
Problem Statement
eToro needed to update its landing page and brand identity to better reflect its positioning as a modern, accessible trading platform. The existing design felt outdated and failed to clearly communicate its value, leading to reduced engagement and conversion.
Goals
Redefine the landing page and visual identity to better represent eToro’s mission and appeal to a new generation of traders.
Objectives
Improve first-time user trust and brand perception
Increase homepage conversion rate
Align brand identity with product experience
Deliver a scalable design system for future growth
Opportunity
This redesign aimed to position eToro as a leader in intuitive, community-driven investing by creating a landing experience that felt modern, confident, and accessible, ultimately driving higher acquisition and retention.
Audience Segmentation & Analysis
To balance the needs of both experienced traders and beginners, an in-depth analysis of eToro’s user base was conducted. This included:
User Personas Development – Insights from data analysis led to the creation of detailed personas representing seasoned investors and novice traders. These personas helped define motivations, challenges, and expectations.
Behavioral Insights – Analysis of user patterns, preferred features, and navigation behavior within the app and website highlighted opportunities to enhance the user experience.
Heuristic Analysis
A usability evaluation of the existing eToro platform was carried out to identify friction points and areas for improvement.
Key findings included:
Opportunities to simplify complex trading tools and terminology for beginners.
Enhancements to the interface to cater to pro-level traders while maintaining accessibility.
Strategic Insights & Synthesis
The research findings led to a clear roadmap for the rebranding process. By focusing on usability, inclusivity, and strong visual appeal, the strategy ensured that eToro’s new brand identity would resonate with a diverse, global audience.
Competitor Benchmarking
A comprehensive competitor review identified industry trends, strengths, and market gaps.
This benchmarking focused on:
Evaluating the user experience and branding strategies of leading financial trading platforms.
Identifying unique positioning opportunities for eToro, ensuring differentiation while reinforcing its innovative nature.
Brand & Market Positioning Study
A brand perception analysis provided insights into how eToro was viewed by its audience and where improvements could be made. Exploration of a modern, bold design to foster trust and inclusivity, appealing to both experienced traders and newcomers.
The rebranding introduced a fresh, dynamic approach:
Refined visual identity: A bold, modern logo paired with a clean, professional color palette, making eToro more approachable and visually striking.
Simplified app design: Intuitive navigation and clean layouts made trading tools accessible to both expert and novice users.
Landing page optimization: Clear messaging and strategic visuals emphasized eToro’s value proposition, driving interest and conversion among potential users.
Audience inclusivity: The updated branding and UX design bridged the gap between experienced traders and newcomers, positioning eToro as a platform for everyone.
This rebranding effort successfully positioned eToro as a versatile and trustworthy platform, enhancing its appeal to a diverse audience and reinforcing its reputation as a leader in social trading.
A fresh, intuitive design that bridges the gap between audiences, making eToro accessible and engaging for all.
Conclusion
The eToro redesign highlights the strategic role of design in maintaining industry leadership. While the platform offers powerful trading features, its outdated visual identity may be one of the key reasons it has consistently fallen short of winning the “Best Trading Platform” award in recent years. By aligning the brand with the expectations of a new generation of investors, this project aimed to restore trust, clarity, and relevance — showing that design is not just aesthetic, but essential for business growth and perception.
