The rapid growth of the new Goldman Sachs ETFs suggests that there is high demand for the Goldman Sachs brand and their strategies. GSLC has already accumulated $64.4 million in assets under management. Additionally, GEM has attracted $178.2 million in AUM. The two Goldman Sachs ETFs have hit the ground running, bringing in some large institutional investors. Just yesterday, a large institutional client committed $150 million, according to a Goldman Sachs executive.

Goldman Sachs has already filed for four other smart-beta index ETFs, which are expected to come out later.

Along with the Goldman Sachs expansion, John Hancock also made its ETF debut with six smart-beta ETF options last week, launching the John Hancock Multifactor Large Cap ETF (NYSEArca: JHML), John Hancock Multifactor Mid Cap ETF (NYSEArca: JHMM), John Hancock Multifactor Consumer Discretionary ETF (NYSEArca: JHMC), John Hancock Multifactor Financials ETF (NYSEArca: JHMF), John Hancock Multifactor Healthcare ETF (NYSEArca: JHMH) and John Hancock Multifactor Technology ETF (NYSEArca: JHMT). The ETFs are based on Dimensional Fund Advisors strategies. [John Hancock Makes ETF Debut]

The two fund companies join other mutual fund providers who have turned to the ETF industry, including DoubleLine, Calamos, JPMorgan and PIMCO.

Many other mutual fund companies, though, are seeking a partnership with Eaton Vance’s NextShares exchange traded managed funds, including American Beacon, Principal Financial Group, Gabelli Funds, Ivy Funds and Pioneer Investments, among others. Fund managers view ETMFs as a better way to safeguard their investment strategies against front runners since the ETMF structure allows for less transparent disclosures, as opposed to ETF’s daily disclosures. [How Transparency Plays a Role in ETF Structure]

For more information on the ETF industry, visit our current affairs category.

Max Chen contributed to this article.