Lule Demmissie

Lule Demmissie is in charge of creating a strategic business vision for the social trading focused eToro’s entire US business, helping build a customer-centric platform to drive adoption. In addition, Lule leads eToro’s US operations, including overseeing the company’s expansion and investment within the region, operational infrastructure, marketing, investment thought leadership, corporate governance, and compliance, as well as its regulatory affairs, risk management and social responsibility sectors. Lule presides over all eToro’s US entities.

Lule Demmissie joined eToro from Ally Invest, where she served as President and oversaw the Ally Invest Securities, Ally Invest Advisors and API business lines. In this role she was responsible for the products and services delivered to Ally Invest’s all-digital client base and shaping the end-to-end client experience as well as management of the P&L and growth strategy for the business.

Prior to Ally Invest, Lule Demmissie was the Managing Director of Investment Products & Digital Guidance at TD Ameritrade and has also worked with leading investment firms such as Morgan Stanley, J.P. Morgan, and Merrill Lynch as a product manager, product developer and a financial advisor.

She holds a B.A. in Economics from Smith College, an MBA from Columbia Business School, a CIMA designation from the Investments & Wealth Institute (formerly IMCA) and the 7, 66 and 24 securities licenses.