Exchange Traded Funds (ETFs) start as ideas, often originating from financial problem-solving conversations. Creating better financial access remains the most significant driver of new ETFs, with ideas reflecting current markets or specific needs. For successful ETF creation, an idea should be original, yet simple, relevant, tradable, and backed by a united team. The best ETFs provide direct instead of indirect access and are often front-runners in their categories, with their assets sticking unless displaced by disruptive innovation.













