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Creating and Capturing ETF Demand

Greenwich Report
August 2026
Crisil Coalition Greenwich’s study on Creating and Capturing ETF Demand focuses on understanding investors’ ETF practices and expectations so as to help managers differentiate their offerings and optimize distribution.
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Sustained growth in wealth management firms is heavily shaped by two inputs: advisor will and advisor skill.
Our U.S. Institutional Market Sizing analysis brings these perspectives together by combining asset sizing, flows, product demand signals, allocation trends and competitive positioning.
Many institutions in the U.S. and Canada started employing ETFs to execute tactical tasks within their portfolios.
Canadian institutions are planning a major pullback from domestic stocks, with assets expected to shift mainly into global passive equities and alternatives.
The adoption of Japan’s Asset Owner Principles could trigger a surge in demand for outsourced chief investment officer services (OCIO) among pension funds and other institutions.
Under increasing pressure to fund growing liabilities, European pension funds and other institutions are taking action to optimize portfolio allocations and enhance investment returns.
Amid signs of potential weakness in private markets, institutional investors that have built significant allocations to private assets are looking to their asset managers for support.
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