Dakota Marketplace | ETFs

Find the firms already buying ETFs like yours.

Dakota Marketplace classifies every ETF by asset class and sub-asset class, so your peer group is a search away. See the firms that own it, how their positions are changing, and the contacts to call.

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3,000+*

RIAs with ETF holdings

6,000+

ETFs tracked

470+

ETF issuers

140,000+

Contacts at accounts holding ETFs

*ETF data also includes filings from family offices, insurance companies, corporates, and institutional investors.

ETF Peer Tracker Tracking: QQQ

Account	Type	Similar ETF	Status	Position value	Date added
	RIA		New
	RIA		Increased
	Bank		Increased
	Family Office		Even Share
	RIA		New

Illustrative view. Firm names and values are blurred.

How we organize the data

Not just which ETF they own, but what it means

Raw 13F data tells you a firm held a ticker. Dakota tells you what that ETF actually is. We classify and enrich every ETF, normalizing it to an asset class and sub-asset class, so a ticker becomes something you can compare, search, and act on.

In the filing

A ticker

A share count

In Dakota

The ETF's asset class and sub-asset class

The firm behind the position

How the position is changing

The contacts to call

That makes your peer group the category, not the ticker. Searching for holders of your own fund only finds firms that already own it, which is a client list, not a prospect list. The real opportunity is every firm that owns any ETF in your sub-asset class. Those firms already believe in the strategy, and the question is whether they own your fund or a competitor's.

Type QQQ into the Peer Tracker and see every firm holding U.S. large cap growth ETFs, not just QQQ holders.

Type in BLOK and see firms holding IBIT, ETHA, and GLXY, all classified as crypto and digital assets.

Ask better questions

Most RIAs say they use ETFs. Dakota shows you which ones.

See which ETFs each RIA holds, how much, how the position is changing, and who the decision maker is. Get an answer in seconds, with the firm, the position, and the contacts to call.

Who owns a muni bond ETF?

Which firms recently bought a U.S. large cap growth ETF?

Who is moving away from emerging market equity ETFs?

Three tools built for ETF distribution

Built for the ETF salesperson

ETF Peer Tracker

Find buyers without the research

Enter your ETFs, or your competitors', and Dakota matches each one on asset class and sub-asset class, then shows every 13F filer that recently invested in something similar. Each position is flagged New, Increased, or Even Share, with position value and the date it was added. Export the list in one click.

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ETF Wallet

Know the whole book before you call

An interactive chart on account pages breaks an account's ETF holdings down by asset class, sub-asset class, or ticker. Click any segment to see the funds underneath. RIA profiles also show total ETF AUM and the active vs. passive split, so you can see where you fit before the meeting.

Watch the demo

ETF Homepage

Start your day on what matters

Turn on a dedicated ETF homepage and land on the Peer Tracker the moment you log in. Available in Dakota Marketplace and Dakota Private Wealth.

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The ETF data set

What is in Dakota's ETF data

Field	What you get
Coverage	Complete coverage of ETF holdings by RIAs, built from 13F filings through a custom API, then cleaned and enriched.
Search	Find ETFs by asset class, sub-asset class, sector, or industry. Sort by ticker, investment size, and more.
Holding detail	Portfolio % weight, status (new, increase, decrease, or no change in shares), previous shares, previous quarter value, and holding duration in quarters.
Account profile	Percent of the RIA's total AUM held in ETFs, total ETF AUM, and the split between active and passive ETFs.
Contacts	140,000+ contacts at accounts holding ETFs, with email and LinkedIn.
Freshness	Each RIA files its 13F quarterly, on its own timeline, so new filings land continuously and refresh in near real time, week after week. Contact information updates in real time.

Beyond RIAs. Thousands more institutions hold ETFs too. Dakota covers investment firms, corporate pension funds, banks, family offices, and broker-dealers with ETF holdings, alongside the RIAs.

Who it is for

Built for teams that sell, track, and build ETFs

ETF issuers and asset managers

Find RIAs already invested in competitor or peer-group ETFs. Spot new buyers, growing positions, and firms trimming exposure, then reach the right person right away.

Wholesalers and distribution teams

Prioritize by actual ETF usage, position size, and active vs. passive mix. Lead with a relevant conversation, not a cold pitch.

Competitive intelligence teams

Track flows into and out of ETFs across a peer group and see who is moving, quarter over quarter.

Fund managers and product teams

See who is allocating to a category, how concentrated those positions are, and how sticky they have been.

How teams use it

Three workflows, thirty seconds each

Prep for a meeting

Open the firm's ETF Wallet, click into your category, and see how much they hold, which funds they use, and where there is a gap your ETF can fill.

Win share from a competitor

Enter their ticker in the Peer Tracker and find the accounts building exposure to their fund.

Build your quarterly prospect list

Filter the Peer Tracker for New and Increased positions and export.

FAQ

Frequently asked questions

What is the ETF Peer Tracker?

It lives at the top of the ETF Homepage and under the Investments tab. Enter the ETFs you want to track and Dakota Marketplace returns every account with 13F holdings in an ETF in the same asset class and sub-asset class, with status, position value, and date added.

How do I turn on the ETF Homepage?

Go to My Profile, choose Homepage View, enable the ETF Homepage, and save.

Where do I find the ETF Wallet?

On any account page with 13F investment data. It shows ETF holdings only, so common stocks and other 13F positions do not skew the picture.

Where does the ETF data come from?

Dakota builds it from 13F filings through a custom API, then cleans, classifies, and enriches it and connects each holding to a firm profile and contacts.

How often is it updated?

Continuously. Firms file on different timelines, so new filings land in Dakota as they are filed.

Does it cover holders beyond RIAs?

Yes. Coverage includes investment firms, corporate pension funds, banks, family offices, and broker-dealers with ETF holdings.

Holdings are based on Form 13F filings, which institutional managers file quarterly, generally up to 45 days after quarter end, and do not capture all investors or positions. Dakota data reflects reported institutional holdings rather than a complete picture of ETF ownership or real-time flows.

See it on the ETFs you sell

Book a 20-minute demo and we'll run it live on your ETFs and the ones you compete with. Or watch the ETF webinar for a full walkthrough.

Book a Demo

Find the firms already buying ETFs like yours.

Not just which ETF they own, but what it means

Most RIAs say they use ETFs. Dakota shows you which ones.

Built for the ETF salesperson

ETF Peer Tracker

ETF Wallet

ETF Homepage

What is in Dakota's ETF data

Built for teams that sell, track, and build ETFs

ETF issuers and asset managers

Wholesalers and distribution teams

Competitive intelligence teams

Fund managers and product teams

Three workflows, thirty seconds each

Prep for a meeting

Win share from a competitor

Build your quarterly prospect list

Frequently asked questions

What is the ETF Peer Tracker?

How do I turn on the ETF Homepage?

Where do I find the ETF Wallet?

Where does the ETF data come from?

How often is it updated?

Does it cover holders beyond RIAs?

See it on the ETFs you sell

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