ETF Database, an independent ETF-centric website focussed on ETF research and fund flow decisioning tools, and ETF Trends, a specialist in virtual ETF education, have merged website resources.
New York-based ETF Database and Irvine, California-based ETF Trends will remain at their physical locations and retain their separate brands, but will integrate many of their tools, analysis and data.
“With the ETF industry growing at an accelerated rate, we know advisors are likely to collide with another USD10 trillion or so in asset flows over the next five to 10 years,” says Tom Hendrickson, CEO of ETF Database. “With our collective strength shared across our sites, we can further empower advisors with data and technology to enrich their client service, grow their practices, build their portfolio construction knowledge, and cultivate meaningful industry networks.”
Together, the two companies report five million monthly impressions, and serve advisors representing USD3.5 trillion in assets under management. Over 100,000 financial advisors register for their webcasts and virtual investment conferences annually.
“We know that the habits of advisors have evolved over the years, with many assuming a much larger online research role as they forge deeper bonds with clients in this rapidly growing space,” says Tom Lydon, Founder & CEO of ETF Trends.
“We want to fuel those habits with in-depth data and analysis customised for their needs, and a platform to help them ride this industry momentum for many years to come.”
ETF Trends and ETF Database plan to launch a number of initiatives in 2019, with data-augmented native content channels, webcasts, video and social media. The two plan enhancements across the platforms to promote tool integration, fresh content and other online assets identifying the advisor’s path-to-purchase journey.
The newly-created ETF Flows LLC will serve as a holding company for the ETF Trends and ETF Database brands.