eToro Follows Brand Refresh with Expansion into Payroll-Linked Investing

Social trading and investment platform eToro has announced a partnership with workforce payments company Papaya Global to launch a payroll-linked investing service. The new offering, named eToro Work, is powered by Papaya Global's Banco platform and combines eToro's trading and investing tools with Papaya Global's workforce payments infrastructure.

According to the companies, eToro Work is designed to create a direct link between earnings and investing, allowing employees to move money from salaries into investment accounts as soon as they receive their pay. The service is also intended to pair payroll payments with investment access and financial education.

The announcement comes shortly after eToro completed a platform refresh that included a redesigned mobile app, AI-powered investing features, expanded trading tools, crypto self-custody services, and a new brand identity. Earlier this year, the company said it was exploring acquisitions of wealth technology firms and considering a banking licence as part of a broader push into payments and financial services.

eToro CEO Yoni Assia said the partnership advances the company's long-term goal of expanding access to financial markets. He noted that many people never get a natural moment to start investing, adding that the service aims to reach workers at the moment they are paid and help them grow their wealth over time.

For Papaya Global, the cooperation extends its Banco platform's remit. Eynat Guez, CEO and co-founder of Papaya Global, said salary should be the beginning, not the end, of a worker's financial experience, and that the partnership would bring that approach to workers globally.

The companies said eToro Work is planned to cover multiple forms of employee compensation, including salaries, bonuses, stock options, restricted stock units, and benefits. That would allow workers to view and manage different types of earnings through a single service.