The Shift

Instead of a revolutionary financial category

next generation ETFs

The Challenge
Generate interest in a new product: Introducing the ActiveBeta exchange-traded fund (ETF)

Investors who like ETFs weren’t looking for improvement and mostly hadn’t heard of smart beta funds—so finding the right language to get this product in their consideration set
was critical.

The Insight
Instead of telling investors they need a revolutionary new investment category, we leaned into their pre-existing perceptions of ETFs and positive experiences.

So, we made the case for a logical evolution to the next generation ETF that offers more opportunity to outperform what they may have today.

The Result

Language optimized to the target audience helped the ActiveBeta ETF amass $3 billion in 18 months— one of the most successful ETF debuts in the industry.