[Professional investors are awash in Exchange-Traded Funds, with over 5,000 U.S. listed ETFs and more than 14,000 listed globally. This momentum is not a temporary surge, but rather a clear reflection of a structural shift in investment product creation and adoption. ETF launches continue to accelerate, driven by investor demand for transparency, tax efficiency, low fees, and precise exposures. Both established asset management firms and new industry entrants are embracing ETFs across broad beta, thematic, active, and alternative strategies.

Adding to this continuing momentum are regulatory changes that now allow mutual funds to convert into ETFs without creating separate products. This legislation enables large fund families to expand into ETF offerings more efficiently, driving faster adoption, increased competition, and continued innovation, while also improving fee structures and tax efficiency for investors.

To better understand this expansive and ever-growing ETF ecosystem, we spoke with Trammel Robinson, Director, Head of ETF Issuer Relations and Jim Gregory, Senior Director, Head of Business Development at ETF Global - a leading independent provider of enterprise-grade ETF reference data and analytics, and host of the semiannual ETP Forum dedicated exclusively to the global Exchange-Traded Products ecosystem. ETF Global’s next ETP Forum will take place in New York City on June 2, 2026. Attendance is complimentary for ETF Investors such as Wealth Managers, Financial Advisors, Financial Consultants, Investment Consultants, Financial Planners, Family Offices, Endowments, Foundations, Pensions and other professional investor profiles.

At the core of the ETF Global value proposition is timely, comprehensive, precise, and well-structured data designed to power a broad spectrum of ETF investment activities ranging from Portfolio and Risk Management to ETF Research and Selection. The firm delivers T+1 institutional-grade data to hundreds of asset managers, asset owners, financial intermediaries, and investment platforms.

As a specialist data provider, we asked how ETF Global developed its data capabilities into their ETF Global Data Helix which is a centralized data hub to support institutional and financial professionals in navigating the rapidly expanding universe of ETF vehicles. The continued growth of the ETF universe has introduced greater complexity across research, due diligence, risk management, trading, and portfolio construction, heightening the need for advanced analytics, robust data tools, and a deeper understanding of how ETF data can be applied across the investment lifecycle.]

 

Hortz: How do ETF datasets differentiate among competitors, and why is the level of detail crucial for investment research and institutional users? What specific advantages does a higher level of granularity provide to different clients?

Robinson: ETF Global differentiates through the depth, precision, and structure of its ETF reference data, sourced directly from issuers and normalized into a consistent, research-ready format. While many providers offer surface-level ETF data, ETF Global delivers full look-through transparency into underlying holdings, daily fund flows, ETF classifications, and product structures.

This level of granularity is critical because ETFs are no longer simple beta exposure tools. They represent complex vehicles with embedded exposures, derivatives, and evolving strategies. Institutional, enterprise, and even individual users require precise, timely data to properly evaluate risk, product attributes, liquidity, and correlations.

For quantitative firms, this granularity - along with ETFG’s extensive historical data - enables more accurate modeling, factor analysis, and signal generation. For portfolio managers, it improves security selection, peer comparison, and exposure management. For wealth platforms, it supports better product due diligence and portfolio construction. Ultimately, comprehensive granular data reduces blind spots and enables more informed, confident decision-making.

Hortz: Can you briefly discuss the comprehensive nature of your ETF Data Helix capabilities and the major use cases where ETF data can help firms across their entire operation? 

Gregory: The ETF Global Data Helix is a centralized, companywide data hub designed to provide a comprehensive data panel that maps ETF data across the full investment lifecycle. It enables firms to integrate ETF intelligence across their enterprise and multiple functional areas rather than treating it as a siloed dataset.

Key use cases include:

Research and Analysis - Supports deep ETF screening, peer comparison, factor analysis, and macro attribution.

Portfolio Management - Enables precise exposure management, portfolio construction, and rebalancing decisions using underlying holdings and fund flows.

Trading and Capital Markets - Provides insight into liquidity, spreads, primary market activity, and execution efficiency.

Risk Management - Allows firms to monitor concentration risk, stress scenarios, and hidden exposures within ETF structures.

Distribution and Sales - Equips sales teams with differentiated insights to position products and engage clients more effectively.

Responsible Investment - Supports ESG analysis through transparency into underlying holdings and classifications.

Client Reporting and Advisory - Enhances reporting with deeper insights into exposures, performance drivers, and portfolio composition. 

By connecting these functions, the ETFG Data Helix allows firms to operationalize ETF data across the full enterprise.

Hortz: Can you walk us through the tools and applications that you are developing to help clients understand all the different ways ETF reference data can be utilized? Why is this important?

Robinson: ETF data is highly valuable, but often underutilized due to its volume and complexity. To address this, ETF Global has developed applications and curated datasets, including the Data Helix, to clearly map how ETF data flows across an organization.

These applications simplify complex datasets into intuitive, functional use cases that resonate with different stakeholders - from researchers to sales teams. The broader campaign focuses on education, helping our institutional clients understand not just what data is available, but how it can be applied in practical workflows.

This is important because many firms already have access to ETF data but are not fully leveraging it. By improving understanding and accessibility, ETF Global helps clients unlock additional value from their data investments to drive better outcomes.

Hortz: Let’s dig into some of these use cases more deeply. How can professional investors utilize ETF data when building and managing their own ETF products, investment strategies, and what reconnaissance capabilities does it provide? 

Gregory: For asset managers, ETF data has become essential throughout the product lifecycle. During product development, it supports competitive analysis, market gap identification, and product positioning. Managers can analyze peer products, underlying exposures, daily fund flows, and fee structures to refine their strategy.

Post-launch, ETF data enables ongoing monitoring of performance, flows, liquidity, and holdings as well as compliance with regulations such as SEC Rule 6c-11. The ETF Global Data Helix provides reconnaissance capabilities by offering a full view of the competitive landscape, helping managers identify trends, costs, threats, and opportunities.

For Asset Owners such as family offices, endowments, foundations, and asset managers, ETF data serves as a flexible toolkit for building customized strategies. It allows them to deconstruct ETFs into their underlying exposures, identify inefficiencies, and construct portfolios that align with specific mandates, risk tolerances, and macro views.

Hortz: How do RIA platforms and wealth management firms leverage ETF data from your Helix data platform? What role can ETF data play in fueling recommendation engines and portfolio personalization for wealth management firms?

Gregory: RIA platforms and wealth managers use ETF data to build, refine, and scale ETF model portfolios and strategies for clients. Granular holdings data allows for precise allocation decisions, overlap analysis, and diversification.

ETF data also plays a central role in powering recommendation engines. By integrating flows, performance, exposures, and classifications, firms can generate more tailored investment recommendations based on client objectives, risk profiles, and market conditions.

This enables a more dynamic portfolio approach, moving beyond generic models to more targeted, client-specific solutions, while maintaining scalability across large platforms.

Hortz: How can ETF data be embedded into existing platforms, workflows, and advisory tooling to enhance decision-making processes? 

Robinson: ETF data can be embedded directly into front, middle, and back-office systems to enhance decision-making in real time.

For example, within capital markets, it supports analysis of primary market activity and liquidity conditions. In trading, it informs spread management and execution strategies. In portfolio management, it improves exposure tracking and rebalancing decisions. In risk functions, it enables stress testing and monitoring of hidden exposures. Across the enterprise, it strengthens data governance by providing a consistent, high-quality reference dataset.

By integrating ETF data into existing workflows, firms can move from static and product-level analysis to continuous, data-driven decision-making at both the ETF and underlying constituent levels.

Hortz: How is ETF data being integrated into AI-driven next-best-action platforms, tax exposure analysis and optimization, and sales and distribution automation tools?

Robinson: ETF data is increasingly being used as a foundational input for AI-driven platforms. In next-best-action systems, it helps identify investment opportunities based on flows, trends, and portfolio gaps.

In tax optimization, ETF data enables analysis of embedded gains, turnover, and tax efficiency, allowing advisors to make more informed decisions around rebalancing and product selection.

For sales and distribution, ETF data powers automation tools that identify relevant prospects, tailor messaging, and surface insights that improve engagement with clients.

As AI adoption grows, high-quality ETF data becomes even more critical, as the accuracy of outputs depends directly on the quality of inputs. AI is only as good as the data on which it is trained. 

Hortz: How are fintech companies and digital platforms incorporating ETF reference data to enhance their service offerings?

Gregory: Fintech platforms are integrating ETF data to deliver more sophisticated analytics, screening tools, and portfolio construction capabilities to end users.

This includes enhanced ETF comparison tools, real-time exposure analysis, and personalized investment recommendations. By embedding ETF data into user interfaces, fintech firms can provide institutional-grade insights in a more accessible format.

This elevates the user experience and allows platforms to differentiate through data-driven capabilities.

Hortz: What are the key data requirements for firms engaged in ETF back-office operations and fund administration?

Gregory: Back office and fund administration functions require highly accurate, standardized, and timely ETF data.

This includes holdings data for reconciliation, corporate actions, fund flows, and classification data for reporting and compliance. Consistency and reliability are critical, as errors can impact NAV calculations, regulatory filings, and client reporting.

ETF Global’s structured datasets help ensure that operational teams have a single source of truth to support these functions efficiently.

Hortz: How do you work with firms to help them determine what the most strategic use cases are for them in using ETF data?

Gregory: ETF Global works closely with clients to understand their business model, workflows, and strategic priorities. Rather than taking a one-size-fits-all approach, the focus is on identifying where ETF data can have the greatest impact across the organization.

This involves mapping data capabilities to specific use cases, aligning with functional teams, and helping clients operationalize the data within their existing systems.

The goal is not just to provide data, but to empower clients to fully leverage it to drive measurable outcomes across research, investment, and business functions.

The Institute for Innovation Development is an educational and business development catalyst for growth-oriented financial advisors and financial services firms determined to lead their businesses in an operating environment of accelerating business and cultural change. We operate as a business innovation platform and educational resource with FinTech and Financial Services firm members to openly share their unique perspectives and activities. This interview is for informational purposes only. The goal is to build awareness and stimulate open thought leadership discussions on new or evolving industry approaches and thinking to facilitate next-generation growth, differentiation, and unique client/community engagement strategies. The Institute was launched with the support and foresight of our founding sponsors — Ultimus Fund Solutions, FLX Networks, ETF Global, TIFIN, Advisorpedia, Pershing, Fidelity, Voya Financial, and Charter Financial Publishing (publisher of Financial Advisor and Private Wealth magazines).

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