ETF Issuers: Here's How to Reach Financial Advisors

By Alexandra Levis via

Your new ETF has just launched, you’ve already commenced your public relations outreach, and your launch materials—including investment cases and fact sheets—are already done. That alone already puts you leaps and bounds ahead of many other ETF issuers, but you still have the critical problem of how to grow AUM.

Although more and more investors are going it alone these days, whether through robo-advisors, online trading platforms, or conducting their own research, financial advisors still remain the gatekeepers and trusted sources of information for huge swathes of investors today. Reaching them, speaking their language, and addressing their concerns, as well as their clients’, is absolutely paramount to an effective marketing campaign, and subsequently growing AUM.

Your sales materials should not actually be sales materials, at least not at first

It sounds counterintuitive—crazy, even—but your sales materials should not explicitly talk about your fund, at least not until the very end, once you’ve defined a problem and walked readers through how to solve it. The goal here is to be as helpful and educational as possible. Simply put, most investors won’t get involved in a product that they don’t understand. Only once you’ve bridged that educational gap can the FA and their client begin to consider an investment in your product.

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