Lule Demmissie is the US CEO of eToro, a 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. 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 led the products and services delivered to Ally Invest’s all-digital 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 built and led products for long-term oriented retail investors. Lule has also worked for leading investment firms such as Morgan Stanley, J.P. Morgan, Goldman Sachs, and Merrill Lynch