Partner Research
The ETF Surge Is Real—But Are You Seeing the Full Picture?
By: Jeff Mehi, Head of Wealth Partnerships for TIFIN AMP
Executive Summary
ETF momentum is accelerating at an unprecedented pace. Through April 2025, $348 billion flowed into ETFs, totaling $1.23 trillion over the trailing twelve months. Perhaps most striking: active ETFs captured nearly 40% of all ETF flows—15% higher than the three-year average. Yet despite this explosive growth, many asset managers still struggle to take control of their ETF distribution efforts, and that disconnect is costing them opportunities.
The challenge isn’t just that ETF data is different from traditional mutual fund data—it’s that distribution teams haven’t been given the tools or infrastructure to make it actionable. From expensive and inconsistent data sources to advisor-level transparency gaps, outdated segmentation models, and evolving broker-dealer partnerships, the obstacles are significant. ETF data often arrives late, doesn’t match existing systems, and can disappear without warning, leaving sales teams relying on outdated snapshots and makeshift workarounds.
In this member-exclusive article, Jeff Mehi, Head of Wealth Partnerships for TIFIN AMP, breaks down the seven core data challenges undermining ETF distribution effectiveness—and shares practical strategies asset managers can implement today to transform fragmented data into competitive advantage. Discover how leading firms are gaining control of their ETF distribution intelligence, identifying high-potential advisors, and building distribution engines that drive sustainable growth.
Sources:
Cerulli Associates, May 2025
Morningstar, US Fund Flows, March 2025
ISS MI Market Intelligence, Rep Movement Report, February 2025
Jeff Mehi
Head of Wealth Partnerships, TIFIN AMP
Jeff is the Head of Wealth Partnerships for TIFIN AMP focusing on helping Wealth Managers and Platforms realize the value of their advisor data with the Asset Manager community. Before TIFIN, he was with Franklin Templeton for 3 years as Director of Distribution Intelligence overseeing a team of 18 and focusing on distribution strategy, business management, and client analytics across the US distribution team. He began his career in Asset Management with PIMCO for 14 years working in business management and strategy roles measuring and managing various coverage, compensation, segmentation, and sales channel models.
Jeff has nearly 20 years of experience in the asset management space, lives in Austin, TX with wife and family. Jeff has his undergraduate degree in Finance from the Haworth College of Business at Western Michigan University and is originally from the Metro Detroit area.