The Active ETF Boom, Assets Up 600%: Broadridge Report Unpacks the Growth and What Sets Apart Launches that Soar from Those that Stall

Core Insights - Active ETF assets have grown over 600% in the past five years, reaching $631 billion in 2024, indicating a significant expansion in this investment vehicle [1] - The whitepaper titled "Active ETFs: Achieving Escape Velocity" outlines strategic imperatives for asset managers to successfully launch and scale active ETFs [1][2] Industry Trends - In 2024, a record 660 active ETFs were launched, yet they only account for 6% of total active AUM, suggesting substantial growth potential [2] - The top 10 active asset managers control 77% of active ETF assets, highlighting a concentration challenge within the industry [7] Strategic Principles for Asset Managers - Go with the Flow: Success relies on strong distribution, particularly through Registered Investment Advisor (RIA) channels, which dominate active ETF assets [3] - Pick a Lane: Successful managers leverage unique investment strategies, proprietary distribution channels, and strong brand identity, focusing on their inherent strengths [4] - Less is More: Engaging with high-potential advisors who already utilize active ETFs can enhance conversion rates and sales, emphasizing the importance of advisor scoring and segmentation [5] Future Projections - Active ETF assets are projected to grow to $1.2 trillion by 2027, up from $81 billion in 2019, indicating a robust growth trajectory [7] - Only 11% of active ETFs launched in the past three years raised over $100 million in their first year, which is a critical success indicator [7]