06/17/2026
“Anybody can launch an ETF. Getting investors into it is the hard part.”
One of the most candid observations from our conversation with Eric Balchunas, Senior ETF Analyst at Bloomberg Intelligence.
The barriers to launching an ETF have never been lower. White-label platforms, streamlined regulation, and growing investor demand have made it easier than ever to bring a product to market.
But distribution remains the real challenge.
In a world dominated by industry giants, gathering assets, earning trust, and building awareness can be far more difficult than launching the fund itself.
It’s a reminder that in the ETF industry, product innovation matters—but distribution, patience, and ex*****on matter just as much.
What do you think is the biggest challenge facing new ETF issuers today?
CapitalMarkets EricBalchunas BloombergIntelligence InsightIsCapital