Three challenges ETF marketers face—and how to overcome them
More than 1,200 ETFs launched in the U.S. alone in 2025—making an already competitive space even more crowded. So how can ETF marketers cut through the noise to build awareness and drive asset flows?
In this blog, we’ve identified three core challenges ETF marketers face—and ways to overcome them through an effective content strategy.
1. Messaging one ETF to different audiences
ETF messaging needs to resonate with potential buyers with vastly different needs and levels of sophistication. Beyond the core audience of financial advisors, marketers may need to reach young self-directed investors who are just getting started, as well as some of the world’s largest institutions.
We suggest focusing on audience-specific needs. For example, retail investors may want simplicity while advisors may prioritize portfolio fit. Institutions may care more about precision, liquidity, and implementation.
2. Scaling content for a surge of ETF launches
Product launches can strain marketing teams being asked to do more with less—on tight timelines. Every launch can feel like a top priority. But not every launch deserves the same level of treatment.
We advise building a tiered launch framework. In addition to demand, the content package for each tier should reflect product complexity. Active, thematic, or crypto-related ETFs may require more explanation than plain-vanilla index exposures.
3. Emphasizing outcomes over features
Product teams often give ETF marketers a flood of methodology points, index details, and technical features. It’s useful background but not oriented around what investors are trying to achieve.
We encourage orienting the messaging around the investor problem the ETF is designed to address. Then bring in features to support that story. Relevance trumps technical depth.
We can help enhance your ETF content strategy
We work with some of the industry’s largest ETF managers, as well as boutiques, to tell their story and drive engagement. If you’re looking to elevate your ETF marketing, submit a contact form and a member of our team will reach out.
About the Author Andrew Garson, CFA, is an executive editor at Wentworth Financial Communications. His passion for teaching people how to invest and analyze the complexities of financial markets empowers him to deliver compelling, actionable ideas for Wentworth’s clients. Having spent more than a decade in sales, marketing, and operations roles for some of the world’s largest asset managers, Andrew has deep insight into the challenges and opportunities Wentworth’s clients face, particularly with ETFs and other index-based products.