Europe-based eToro aims to challenge Robinhood trading app in the U.S.

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Currently, eToro offers U.S. investors copy trading on cryptocurrencies and has plans to expand to equities once all of the relevant details have been sorted out. Actor Alec Baldwin has become the face of eToro in its U.S. marketing campaign, giving the platform a far-reaching and legitimate presence.

That said, eToro faces challenges from regulators, who have likened the service to gambling rather than playing the stock market. “This is going to be scrutinized by regulators,” said Amber Allen, general counsel for Fairview Investment Services.

Skeptics aside, eToro appears to have a bright future in the U.S. marketplace which has hundreds of thousands of young, hungry investors looking for new and unique ways to participate in the stock market.

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