ETF Trends announced today it has merged with ETF Database to become the largest ETF-centric, data driven platform built to empower and educate the modern financial advisor.

ETFtrends.com and ETFdb.com will both remain as stand-alone independent digital properties post-merger, but will collaborate on all digital initiatives, which includes native content channels, webcasts, video, data and social media.

The merger joins the two global leaders in virtual ETF education who together reach 5 million impressions on ETFtrends.com and ETFdb.com each month. Through ETF webcasts and virtual investment conferences, the two companies reach more than 100,000 financial advisors each year who represent $3.5 trillion in assets.

“The synergies between ETF Trends and ETFdb will provide our financial advisor audience more data, research, tools and education on ETFs than ever before,” said ETF Trends CEO Tom Lydon. “The data science team at ETFdb is second to none, and we look forward to adding innovative technology on the ETF Trends website that’s easy to use and understand.”

There will be new enhancements across both platforms to promote integration of tools, content and identifying the advisor’s path to purchase journey.

ETF Database CEO Tom Hendrickson said he couldn’t be more excited to join forces with ETF Trends.

“ETF Trends is the most experienced team in the business when it comes to ETF webcasts and content,” Hendrickson said. “We look forward to learning from their expertise while we are excited to share our data-driven resources and technology to make both sites the number one place for advisors to go for ETF news and research.”

A newly created parent company called ETF Flows LLC will house the ETF Trends and ETF Database brands.

Hendrickson and Lydon will co-lead ETF Flows. Hendrickson will focus on all aspects of digital product development, data science, organic search marketing and operations, while Lydon will continue to engage with the thought leaders of the advisors and ETF issuer communities, while also stewarding the combined entity’s editorial voice across all forms of content including video, webcast, virtual conference

Lydon founded ETF Trends in 2005. He has carved out an enviable position as a true thought leader and tireless educator of the financial advisor community regarding ETFs. ETF Trends offers its audience valuable information via multiple digital mediums including web, webcasts, research, surveys and virtual summits.

ETF Database, founded in 2009, has grown 300% over the last 5 years and reaches more than 100,000 financial advisors and 750,000 investors monthly due to its strength in the modern financial advisor’s #1 research tool, Google organic search. ETF Database was a wholly-owned subsidiary of Mitre Media, which will continue to own and operate its portfolio of premium financial brands including MutualFunds.com, Dividend.com and MunicipalBonds.com. Mitre Media will continue its large investment in the ETF space through this partnership.

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