eToro Targets 40 Million Users With Zengo Non-Custodial Buyout

Strategic Shift Toward Self-Custody

eToro entered into a definitive agreement to acquire Zengo on April 15, 2026. The deal integrates Zengo’s keyless, non-custodial wallet architecture into eToro’s existing platform, which currently serves 40 million users globally.

Zengo, established in 2018, differentiated itself in the market through multi-party computation (MPC) technology. By removing the traditional private key, Zengo eliminates the single point of failure that often leads to user error or catastrophic asset loss. Integrating this into eToro creates a bridge between the firm’s traditional social trading model and the growing demand for decentralized asset management.

Market Implications for Retail Trading

This acquisition signals a broader industry recognition that retail traders increasingly prioritize institutional-grade security for their personal holdings. While eToro built its reputation on custodial trading—where the platform manages the underlying assets—the firm is now positioning itself to capture the "self-sovereign" segment of the market.

Traders should monitor how this impacts the broader crypto market analysis. By absorbing a non-custodial provider, eToro is likely looking to reduce the friction for users moving assets off-exchange, effectively keeping those users within their internal financial circle rather than losing them to cold storage solutions provided by third-party hardware manufacturers.

Competitive Positioning

• Tech Stack: Zengo’s MPC keyless security removes the burden of seed-phrase management.
• User Base: eToro scales its reach from 40 million accounts to a more technical, security-conscious demographic.
• Retention: Providing a native non-custodial option prevents capital leakage to external wallets.

For those active in Bitcoin (BTC) profile or Ethereum (ETH) profile trading, this move reduces the "on-ramp/off-ramp" friction. Traders who prefer to hold assets off-exchange usually move their holdings to private hardware. If eToro can provide a secure, native, non-custodial experience, they retain control over the trade flow even when the user is not actively executing orders.

What to Watch

Watch for integration timelines and whether eToro mandates specific KYC protocols for the new wallet interface. Regulatory pressure on non-custodial wallets has been mounting globally; if eToro forces identity verification on Zengo’s previously anonymous-accessible tech, they may face pushback from the decentralized community.

Investors should also track how this affects the competitive landscape for best crypto brokers. If eToro successfully rolls this out, other major exchanges will face pressure to offer similar, user-friendly non-custodial tools to remain competitive. The acquisition marks a transition from a pure-play custodian to a hybrid model that accommodates the decentralized nature of the crypto sector.