Did Ethereum provide any additional marketing inspiration for the eight teams responsible for launching the spot Ethereum ETFs Tuesday? Let’s take a look. It would have been hard to match the sheer thrill of January 11 when 11 spot bitcoin ETFs went live and ETF marketing went wild. For one, marketers had a longer run-up to the bitcoin product. [...]
Recent Fuse research cited by Ignites.com (subscription required) illustrates just how daunting it is to launch a successful ETF. Through May 29 of this year, at the same time as there have been 258 launches, nearly two-thirds as many (174) were shuttered. Since 2014, the data is even worse with 5,222 launches and 4,654 closures. There is a reason [...]
A recent sweep of asset manager websites confirms the trend: Mutual funds and ETFs increasingly are sharing website real estate with separately managed accounts (SMAs) and model portfolios. As market preferences shift, it makes sense that asset managers are becoming more public and explicit about what they do. Both SMAs and model portfolios are proving to be an [...]
What’s different about ETF marketing? An article in the Financial Times last week painted one picture, citing a scene across the street from the ETF Exchange conference in Miami: financial advisors on board a luxury superyacht “drinking ETF-themed cocktails, helping themselves to prime rib and smoking cigars.” Most telling: the event was sponsored by (wait for it) Dimensional Fund [...]
Are you ready for this? Today ETF marketing takes its place in the spotlight to an extent not seen before in recent history, if ever. If you’re on the marketing teams of the 11 firms approved to launch a spot bitcoin ETF, you well know the test ahead. (Then again, there’s zero chance that you have the time to [...]
One of my favorite all-time stories has to do with a fire alarm set off at 3 a.m. at the Disneyland Hotel in Anaheim. I was in the hotel, covering a National Association of Realtors convention. At the sound of the alarm, people in various states of “awokeness” emerged from behind their doors up and down the floor, trying [...]
The best thing you could do right now is bounce from this post (go on, it’s fine) and download and read the full 24 pages of Broadridge’s recent whitepaper U.S. advisor-sold asset management: This time it’s personal. It’s a rich analysis of the fund industry and you’ll get value out of every word. Still here? You’re welcome to read [...]
