Lule Demmissie, the US CEO of eToro, discusses the transformation of the 21st century retail investor. She emphasizes the importance of democratizing finance and giving people access to capital markets. Lule highlights the changing profile of retail investors, who are now more diverse and perceive investing as accessible to them. 

She also discusses the role of risk in investing and the need for retail investors to have a range of investment options. Lule encourages individuals to lean into the intellectual aspect of investing, build a community, and explore different investment strategies.

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Lule Demmissie has a passion for the study of consumer behavior and addressing the financial needs of everyday investors. Lule Demmissie is a champion of regular folks having easy access to capital markets and digital assets as a means of wealth creation and driving more ways capital formation and inclusion. Lover of all things lean and product innovation. A deep appreciation of design thinking in shaping user-centric solutions. Lule Demmissie launched many successful products and services that have raised billions of dollars. Bottomline, a battle-tested business leader, executor, and thought leader. A forever aspiring servant leader.

We discuss:

• The profile of retail investors has become more diverse, and investing is no longer seen as exclusive to the wealthy.
• Risk is an important aspect of investing, and retail investors should have access to a range of investment options to diversify their portfolios.
• Retail investors should lean into the intellectual aspect of investing, build a community, and explore different investment strategies.
• Investing can empower individuals and have an antidote effect on their mindset, even with small amounts of money.

Through thought leadership, advocacy and platforms like eToro, Lule Demmissie is transforming retail investing for the 21st century. Her efforts aim to achieve true financial inclusion and equitable wealth-building opportunities for all.

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