October 2023


Customization is a superpower of ETFs

Yie-Hsin Hung, State Street Global Advisors President and CEO meets with Peter Mallouk, Creative Planning President and CEO, to discuss the customization benefits ETFs offer for client portfolios.

With more than $245 billion1 in combined assets, Creative Planning provides wealth management services across the United States and abroad.

As head of one of the first firms in the industry to embrace ETFs back in the 2000s, Mallouk remarks how ETFs now allow advisors to pick and choose parts of the portfolio they want to complement, replace or supplement to build a unique offering for that particular client. In this discussion, he also forecasts a contraction in the space, and that a healthy selection of ETFs – controlled by a few big players – will allow for a competitive environment that keeps fees low.

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 12,0002 ETFs in existence, SPY is the largest3, most liquid4 and most heavily traded5 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.


Our global ETF business is committed to delivering simple, well-crafted and innovative solutions that can help investors execute on investment strategies, no matter how complex.

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