Data sourced from Dakota Marketplace, the global LP and GP intelligence platform trusted by thousands of investment professionals. Learn More | Book a Demo
ETFs have moved from a product line to the default way many advisors buy funds.
Global ETF assets passed $20 trillion in early 2026 (ETFGI, April 2026), and the money is flowing most quickly into active strategies, the same space many fund managers sell into.
For fund salespeople, that changes the conversation. The wrapper your strategy sits in now affects which advisors, model portfolio committees, and platforms will consider it.
Here is what to know heading into 2026.
ETFs Are Now Part of Every Advisor Conversation
Advisors are no longer asking whether to use ETFs. Morningstar’s 2026 Advisor Deep Dive found that 78% of advisors already use active ETFs, and only 6% are not considering them (Morningstar, August 2026, 299 U.S. advisors surveyed).
If you pitch an active strategy, assume your prospect is already holding an ETF version of something similar. Your strategy is being compared against it, whether or not anyone says so out loud.
Mutual Funds Are Moving Into ETFs
Asset managers are converting mutual funds to ETFs at a record pace, and regulators have made it easier to add an ETF share class to an existing mutual fund. That means the same strategy may soon be offered in more than one wrapper by the same firm.
For you, the pitch now has two parts: why this strategy, and why this wrapper. Be ready to answer both, especially if a competitor in your category has just launched an ETF version.
Advisors Want Models, Alternatives, and Simplicity
Most advisors use model portfolios, and most also offer alternatives. They want efficiency, consistency, and something they can explain to clients in a sentence or two.
The hesitation on alternatives is familiar: liquidity, fees, and complexity. ETFs speak directly to all three, which is why they set the bar for every other option on the shelf. If you sell something less liquid or more complex, be upfront about why it is worth that trade-off.
See which RIAs and broker-dealers are already buying ETFs, then reach the advisors behind them. Book a demo to explore Dakota Marketplace.
What Fund Salespeople Should Do About It
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Ask which wrappers they already use. Don’t assume. Find out where ETFs sit in their book and where your strategy would fit next to them.
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Have a clear answer to “why not the ETF?” One sentence on what your strategy delivers that a liquid, lower-fee option does not.
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Pitch the model, not just the advisor. Model portfolio committees often drive the allocation, so find out who sits on them.
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Lead with transparency. Show holdings, fees, and liquidity terms up front. Advisors have to explain your product to their clients.
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Keep an eye on share class news. If a competitor adds an ETF share class, your prospects will hear about it quickly.
Find the Advisors Who Are Already Allocating
Dakota Marketplace covers RIAs and broker-dealer platforms with verified advisor contacts, CIO bios, investment preferences, and ETF, BDC, and closed-end fund holdings from 13F filings.
Filter by:
- RIA AUM and geography
- ETF and closed-end fund holdings from 13F filings
- Broker-dealer platform and advisor contacts
- Investment preferences by strategy and asset class
Know who is already buying in your wrapper before your first call. Book a demo to see RIA and broker-dealer coverage.
