EToro Group approached Moneyfarm with a takeover proposal in the €250 million to €300 million range, according to people who asked not to be identified because the talks were private. Those people said Moneyfarm decided against engaging further, viewing the price as inadequate.
According to a company representative, eToro does not comment on "market rumors" and "remains committed to evaluating both organic and inorganic opportunities" that support its strategic growth. A Moneyfarm spokesperson declined to comment.
Buying Moneyfarm would have widened eToro's footprint in Europe where Moneyfarm already has a base. The two firms already work together, having recently linked up to offer UK clients discretionary financial products.
Dealmaking across digital investing is picking up as technology blurs trading and wealth management and pushes firms to combine. In August, eToro reached an agreement to acquire TradeZero, a US online brokerage, for up to $231 million. Media reports also said that earlier this year JPMorgan Chase purchased pensions technology firm WealthOS to strengthen its UK digital wealth business. In 2024, Moneyfarm itself reached a deal to buy UK investment platform Willis Owen, bringing roughly £680 million in assets.
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Founded in Milan in 2011 and based in London, Moneyfarm focuses its operations on the UK and Italy. Its investors include Poste Italiane SpA, Allianz SE, M&G Plc and United Ventures.
A company statement put assets under management at over €8.7 billion, an increase of more than 33% from the previous year. One of Europe's largest robo advisers, it has previously weighed a London IPO, Bloomberg reported.
Israel-based eToro has been targeting acquisitions to broaden both asset coverage and geographic reach, founder Ronen Assia told Bloomberg last year. Its platform lets users trade assets including stocks and crypto and follow top investors' portfolios.
The bottom line: consolidation, partnerships and rising assets are redrawing competitive lines across fintech. If you own public names in brokerage, wealth tech or the picks-and-shovels that serve them, these moves can shift customer acquisition costs, scale economics and where profits settle.
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