U.S. Exchange-Traded Fund Markets 2020

Broadening Product Use

Explore ETF Product Innovation

  • Understand key trends in the U.S. ETF competitive landscape, including on which products and asset classes ETF issuers are focusing product development and the ETFs that advisors are looking to use
  • Analyze a blueprint for sizing the semi-transparent ETF market opportunity and review key factors that can either speed up or slow down adoption
  • Explore the key tenets of successful thematic product differentiation and development, and understand trends related to thematic ETF flows
  • Review recommendations for successful strategic partnerships in light of increasing intermediary requests for revenue sharing
  • Gain insight into the Canadian ETF market, strategic product development plans, distribution channel sizing, and challenges surrounding growth and distribution


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Report US exchange traded fund markets 2020 Detail

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Ryan Hanratty

Ryan Hanratty

Account Specialist


Gain a holistic overview of the U.S. exchange-traded fund (ETF) competitive landscape with a focus on product development and distribution trends as the industry shifts from one focused on passive products to one offering increasingly active transparent and semi-transparent exposures.

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Each report is lead authored by a senior Cerulli analyst with significant industry experience. The report incorporates qualitative and quantitative inputs, based on Cerulli’s proprietary research process. For more on our research process, click here.

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A Note from the Author

ETF Issuers Gain New Opportunity to Generate Meaningful Revenues through Differentiated Exposures

Daniil Shapiro, CFA

Daniil Shapiro, CFA

Associate Director

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Daniil Shapiro, CFA

Daniil Shapiro, CFA

Associate Director

Daniil is part of Cerulli’s Product Development practice, where he works on the identification, analysis, and reporting of asset management industry trends with a focus on exchange-traded funds (ETFs) and alternative investments.

Prior to joining Cerulli Associates, Daniil was part of the Product Management and Business Intelligence teams with the MainStay Funds, part of New York Life Investment Management. At MainStay, Daniil supported sales efforts via fund and ETF competitive analysis, product research, and development of marketing materials, as well as performance reporting. Before New York Life, Daniil was part of the risk management practice at Accenture, and held risk and compliance roles at HSBC’s investment bank.

Full biography here.

The ETF industry is undergoing a momentous shift. The majority (79%) of U.S. ETF issuers report that they are currently developing or planning to develop transparent active ETFs, despite only 3% of ETF assets being currently held in such products. Several catalysts will help grow active ETF assets. Driven by competitive market dynamics, eased regulation, and advisors’ willingness to use a wider variety of ETFs, the products offer issuers an avenue for differentiation.

As the ETF vehicle transitions beyond passive exposures, investors will be able to use it to achieve more of their financial objectives. Issuers should think about their role in serving client needs across their lifecycle as much white space remains for innovative exposures.

U.S. Exchange-Traded Fund Markets 2020: Broadening Product Use provides in-depth projections for growth and recommendations for strategic distribution. Connect with us to learn more.

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