Launching and Marketing an Active ETF
Conversion, Setup and Launch of an Active ETF Needs Careful Planning
Challenge
With the changing regulatory environment, as well as advisor and investor demand, there has been and still is a growing opportunity to convert, launch and market active ETF strategies for established investment management firms. MBC Strategic has recently assisted two of its long-time asset management partners with the addition of ETF options to an existing website and to its quiver of available products. This involved the design, development, integrations and marketing associated with the launch of an ETF.
Strategy
These two projects both involved the addition of active ETF products to an existing website, but MBC Strategic executed each in distinct ways. With Angel Oak Capital, the active fixed income ETFs –both new funds and mutual fund-to-ETF conversions—were added to the existing site structure in the same menu along with their mutual funds, interval funds, closed end and REIT offering. Cambiar Investors active ETF was also integrated into the existing site, but in its own distinct site-within-a-site structure with its own landing page and associated insights. Both projects involved detailed website integrations with daily pricing and ETF-specific data and website requirements.
results
Working with an experienced partner in ETF website development provided significant benefits, as both asset management firms have leveraged the additional choice and flexibility of offering active ETF products to both investors and advisors to extend brand awareness and build assets. With more and more asset allocators relying on ETFs in portfolio construction, these vehicles offer opportunities for asset managers to be included in more models and platforms. Angel Oak Capital’s ETF offerings have quickly gained traction, as their ETF suite quickly topped $1 billion in less than two years.
