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Analysis

Mutual fund directors and investment advisers digest

Capitalizing on ETF market growth

As growth in the exchange-traded fund (ETF) market continues and Securities and Exchange Commission (SEC) rule 6c-11 lowers barriers to entry, investment managers who want to remain competitive are wise to consider an ETF strategy. How can they get started? Discover three potential paths for expanding investment offerings and taking advantage of this growth opportunity in our latest digest.

Actively managed ETFs: Three potential paths to a success strategy

The ETF market has seen significant growth over the past few years, fueled by the passing of rule 6c-11 by the SEC in 2019, which reduced the barriers to entry into the ETF market. ETFs have grown about 15% annually over the past 13 years, almost three times faster than traditional mutual funds. Given this history of growth and no signs of slowing down, an ETF strategy may be necessary for investment managers to continue to compete. And while there are several product development trends underway for 2024, ETFs remain at the forefront of the conversation. 

ETFs were first launched in 1990 but have heated up in recent years and now ETFs are one of the main drivers of innovation in the investment management industry. The pricing and liquidity characteristics of ETFs have led to an expansion of their use while placing competitive pressure across the industry. 

Actively managed ETFs (non-transparent and transparent) are the latest development, and while the concept of active management in an ETF is not new, 2023 saw rapid growth in the use of actively managed ETFs. The assets under management (AUM) for actively managed ETFs rose 40% year over year in 2023. Increased tax efficiency and enhanced transparency are likely driving this trend.

Today, we explore three ways to make a strategic play in the ETF market. Each has regulatory, accounting, reporting, tax, and operational considerations that are unique to the path chosen.

ETF market growth
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There is no shortage of reasons to join the ETF race, but for those with no existing ETF products there will be regulatory, accounting, reporting, tax, and operational factors to consider in executing a new ETF strategy. If the choice is to launch a new ETF, one key difference between a mutual fund and ETF relates to disclosure of portfolio holdings on a daily basis. A decision will likely need to be made upfront on whether you want to shield your ETF portfolio holdings through the semi-transparent active wrapper, which will require SEC exemptive relief.

Selection of third-party service providers to serve ETFs will likely be a critical part of the launch decision and process, including the distributor, custodian, transfer agent, Authorized Participants (Aps), and law and audit firms. One key area that will likely take time to get right is the basket creation and redemption process and is consistently highlight by investment advisers as one of the most time intensive processes in launching an ETF. A fresh look at compliance processes will also be warranted as some changes to a fund’s policies will need to be evaluated in launching an ETF. Experience with ETFs for middle-office settlements, back-office interactions, and front-office support teams primarily to do with the basket process will be key to driving success.

Since March 2021, more than $60 billion in mutual funds have converted to ETFs. The first firm to complete a conversion was Guinness Atkinson in 2021. Since then, JPMorgan, Franklin Templeton, Fidelity, and Dimensional have converted mutual funds, with others planned for 2024. The conversion path has a number of advantages, including the ability to retain the fund’s performance track record and brand recognition, as well as less cash drift, lower operational costs, and more tax efficiency than a mutual fund.

There are, however, some potential challenges to consider, including the fact that mutual funds that are widely used in 401(k) plans may not be a good fit for an ETF conversion, due to plan recordkeeper limitations associated with intraday trading and fractional shares. Unlike mutual funds, ETFs do not usually issue fractional shares; therefore, managers will need to redeem those shares ahead of any conversion. Also, it’s not possible for shareholders to invest directly into an ETF because they are traded on the secondary market. ETF shares are always held in brokerage accounts. This is a logistical challenge when converting a mutual fund to an ETF as not all shareholders have brokerage accounts. A fund sponsor would need to ensure these converted shares are transferred to an investor’s brokerage account before trading begins.

Launching an ETF as a share class requires filing an application with the SEC and receiving approval. Since the patent expiry in May 2023, several investment managers including Australia’s PGIA and US firms Dimensional, Morgan Stanley and Fidelity have applied to the SEC to establish similar ETF share class structures for their existing passively managed mutual funds. Additionally, it should be noted that to date, the SEC has not approved ETF share classes for actively managed ETFs and has not indicated a willingness to approve applications for ETF share classes on actively managed mutual funds in the future. Thus, the success of this path depends on positive regulatory action.

However, the benefits of ETFs as a share class of a mutual fund might make the wait worthwhile and lucrative.

Is choosing a path a must?

We have covered three paths that investment managers can use to enter the ETF market. There are similarities and differences between all three methods, and the key to success will be executing on the strategy and meeting the investor demand. 

To achieve success on any path, an investment manager should start with a seasoned ETF leader. It’s imperative to work with one that has experience and relationships with the market and key shareholders. The asset manager also needs to be committed to a well thought out marketing and distribution plan, given this will essentially be an extension of their existing business and product line; only bolting it on as additive to the existing operating model is not a recipe for long term success. Thus, focused ETF investments of dollars, resources, education, digital tools, and capabilities can help increase the likelihood of success and enhance your operating model and talent accordingly. 

Lastly, an efficient and effective operating model with digital capabilities and enhanced client experience capabilities will help widen the path to success. The bottom line is it will be hard to travel too far down any of the paths unless the investment manager is fully committed to the journey. Those who stay the course and provide investors with viable ETF investment options and education will be rewarded.

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