Lule Demmissie



Lule Demmissie is the US CEO of eToro, the world’s largest social investing network that empowers people to grow their knowledge and wealth as part of a global community of investors. eToro US offers individual investors easy access to investment instruments ranging from stocks to crypto, innovations like CopyTrader and more to come. Lule joined the company in September 2021, overseeing the company’s expansion and investment within the US, operational infrastructure, marketing, investment thought leadership, corporate governance, compliance, and its regulatory affairs & risk management. Lule previously served as the President of Ally Invest overseeing the business’ P&L and growth strategy. She also led the products and services delivered to Ally Invest’s alldigital client base, shaping the end-to-end client experience. Additionally, Lule served as the Managing Director of Investment Products & Digital Guidance at TD Ameritrade where she led the development and launch of financial guidance services, tools and products for long-term oriented retail investors. Lule has also worked for leading investment firms such as Morgan Stanley, J.P. Morgan, and Merrill Lynch. Lule Demmissie is a unicorn in the retail investing and wealth sector. As a financial executive with a range of intersectional identities, a woman of color and a member of the LGBTQ+ community, she has a perspective that is much needed (and not often represented) in the area of fintech innovation, and gives voice to financial challenges facing a variety of communities. As a leader, Lule is committed to cultivating a culture with diverse perspectives and talents. She has been sighted by many industry publications as a formidable leader in fintech. She was the recipient of a coveted TD Ameritrade Impact Award, a coveted annual award for leaders paving the way in building, developing and retaining a diverse group of associates — while continuing to foster a culture where all associates feel valued, included and challenged. Lule holds a B.A. in Economics from Smith College, an M.B.A from Columbia Business School, a CIMA designation from the Investments & Wealth Institute (formerly IMCA) and the 7, 66 and 24 securities licenses.