Lule Demmissie is the US CEO of eToro, the social investing network that empowers people to grow their knowledge and wealth as part of a global community of successful investors. She joined the company in September 2021 taking over the strategic business vision for all of eToro’s American operations and helping to build a customer-centric platform to drive adoption. Lule also oversees 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.

Prior to her time at eToro, Lule served as the President of Ally Invest, leading Ally Invest Securities, Ally Invest Advisors and API business lines. She was responsible for the products and services delivered to Ally Invest’s all-digital client base, shaping the end-to-end client experience and the management of the P&L and growth strategy for the business. Lule also served as the Managing Director of Investment Products & Digital Guidance at TD Ameritrade where she led the development and launch of financial guidance services, tools and products for long-term oriented retail investors. Lule has worked for leading investment firms such as Morgan Stanley, J.P. Morgan, and Merrill Lynch as a product manager, product developer and a financial advisor.

Lule Demmissie is an advocate for empowering everyone to take control of their financial futures. She believes what we all have in common in our financial challenges and concerns far exceeds our differences. That said, there is no doubt that “financial wellbeing” is not the same among all groups. As a financial executive with a range of intersectional identities, a woman of color and a member of the LGBTQ community, she has a perspective that is much needed (and not often represented), on the investment and financial challenges facing a variety of communities.

Lule is committed to cultivating a culture with diverse perspectives and talents. She was the recipient of TD Ameritrade’s 2015 Impact Award, a coveted annual award which recognizes a Managing Director who is paving the way in building, developing and retaining a diverse group of associates — while continuing to foster a culture where all associates feel valued, respected and challenged.

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