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platform aimed at the consumer. These platforms rapidly gained popularity with E-Trade's growth rate at 9% per month in 1999. In the late 2000s, with the emergence of digital tools, a new generation of investment companies started to appear, which began to offer services to assist non-professional investors in trading. In 2007, a multi-asset investment company, eToro, was founded, focusing on copy trading, social trading, and other types

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