October 2023


The future of the ETF brand

State Street Chairman and CEO Ron O’Hanley sits down with Vanguard Chairman and CEO Tim Buckley to assess the challenges ETFs are now facing when it comes to branding, as well as the need for improved education in the rapidly evolving space. 

Vanguard was instrumental in bringing ETFs to the mass market by driving expansion through retail and advisor channels, and was an early pioneer with indexing. Today, Vanguard is one of the largest providers of ETFs in the world.

Buckley explains why he believes the traditional ETF brand is eroded, and how investors will need to do more heavy lifting to determine which ETFs are suitable for their portfolios. With ETFs now serving as an essential building block, Buckley also remarks on how fixed income ꟷ one of the oldest asset classes ꟷ will drive the growth of ETFs in the next decade.

Celebrating 30 years of ETF innovation
2023 marks the 30th anniversary of the launch of the industry’s first US-listed exchange-traded fund. Co-created by State Street Global Advisors, the Standard & Poor’s Depositary Receipts ꟷ better known as the SPDR® S&P 500® ETF, or SPY ꟷ revolutionized index investing, liquidity, asset allocation, intermediary distribution, portfolio construction and overall market access.

Today, among the nearly 12,0001 ETFs in existence, SPY is the largest2, most liquid3 and most heavily traded4 ETF in the world. Our ETF@30 video series examines the past, present and future of ETFs ꟷ and their impact on the world’s financial markets and industries.

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