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eToro Launches Cryptocurrency Exchange, Expands to U.S.

Social trading platform eToro is broadening its expertise this month, announcing its entrance into the cryptocurrency exchange market, the launch of a mobile wallet, as well as an expansion into the U.S. market.

The exchange and wallet will be available across the globe, marking the company’s first availability in the U.S. market, where eToro will offer 10 different cryptocurrencies, including Bitcoin, Ethereum, Litecoin, XRP, Dash, Bitcoin Cash, Stellar, Ethereum Classic, NEO, and EOS. There is currently no date set for the launch of the crypto exchange and mobile wallet, but eToro said the features will be “gradually introduced globally over the coming months.”

In a blog post announcing the launch, eToro CEO Yoni Assia said, “U.S. crypto holders have a strong appetite for diversified portfolios.” He added, “we’re committed to offering the best tools and assets to help them manage their investments all in one place.”

eToro has been serving the European region since it was founded in 2007, and this is the company’s first foray into the U.S. market. While the company hasn’t announced the official date for its U.S. launch, it has disclosed that the service will only be available in a select number of U.S. states, including California. The lag time is attributed to regulation– each state has varying cryptocurrency laws and it is unclear if some tokens are considered securities that must be registered with the SEC.

Leading eToro’s U.S. launch is Guy Hirsch, who previously served as director of innovation strategy at Samsung. “We know that there is a strong demand in the U.S. for crypto and we are excited to be able to offer U.S. investors the opportunity to learn about and invest across multiple cryptocurrencies,” said Hirsch.

eToro joins the cryptowallet space as a competitor to successful exchange platform Coinbase, which recently began offering cryptocurrency investment tools (a product eToro launched in 2014) and is now seeking to apply for a federal banking license. In an interview with Fortune, Assia said that the company’s social media features and its copy trading tools grant eToro a competitive advantage in the U.S. market, despite well-established incumbent players such as Coinbase.

Assia, along with the company’s VP of Product, Tal Ben-Simon, demonstrated CopyFunds for Partners at FinovateEurope 2017. Since then, the company has gone on to raise $100 million in Series E funding, which it announced in March, that more than doubled its funding to $162 million. And eToro hinted at more releases to come, saying, “As major as these announcements are, we have even more to offer and our clients can be sure we will have some more exciting announcements for them in the near future.”