BBH Survey Highlights Global Shift to Active & Thematic ETFs

Core Insights - The 2026 BBH Global ETF Investor Survey indicates a robust global demand for ETFs, with a notable shift towards active management and thematic ETFs [1] - Nearly all surveyed investors (96%) plan to increase their ETF exposure over the next 12 months, consistent with previous findings from February 2025 [1] Active Management Trends - In 2025, approximately 1,000 new active ETFs were launched, with 98% of professional investors intending to expand their exposure to actively managed ETFs in the coming year [1] - A majority of ETF investors (66%) believe that active management will be the most attractive investment approach over the next 12 months, compared to 34% favoring passive management [1] - Most investors (94%) anticipate that active ETFs will reach $10 trillion in assets within the next decade, with 77% expecting this milestone within seven years [1] Thematic Investing Growth - There is a significant interest in thematic investing, with 36% of surveyed investors looking to increase their exposure, marking a 17% increase from 2025 [1] - Specific strategies gaining traction include dividend/income ETFs (33%) and defined outcome ETFs (26%) [1] - Thematic ETFs linked to VettaFi indexes are highlighted as opportunities for investors seeking targeted exposure beyond broad market indices [1] ETF Market Preferences - The survey underscores a clear trend where investors are moving towards active management and high-conviction thematic strategies, moving away from broad market exposure [1] - The BBH report provides extensive data on various aspects of the ETF market, including regional allocation nuances and the maturation of fixed income ETFs [1] - The ETF wrapper remains the preferred investment vehicle for both institutional and retail investors navigating a complex macro environment [1]