Arman Salavitabar, CFA

Arman Salavitabar, CFA

Founding Partner, FundFront

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Lessons from the ETF Market: How Alternative Investments Can Foster Growth

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Lessons from the ETF Market: How Alternative Investments Can Foster Growth

The alternative investment sector, encompassing hedge funds, private equity, real estate, and other non-traditional assets, has significant growth potential. To realize this potential, industry players can learn from the evolution and success of Exchange-Traded Funds (ETFs) in the passive investing space. ETFs have revolutionized investments by making them accessible, transparent, and efficient. By applying similar strategies, the alternative investment sector can achieve substantial growth. This paper explores the key lessons from the ETF market and how they can be implemented in alternative investments.

1. Enhancing Accessibility and Bankability

Making Alternatives More Accessible

One of the critical successes of the ETF market is making investments bankable and accessible to a broader range of investors. ETFs transformed passive investing by packaging index funds into easily tradable securities listed on major exchanges. This accessibility allowed both retail and institutional investors to participate in passive investing.

Action Steps for Alternative Investments

  • Create Standardized Products: Develop standardized alternative investment products that can be easily understood and accessed by investors.
  • Leverage Technology: Use advanced technology platforms to facilitate easier access and trading of alternative investments.
  • Collaborate with Financial Institutions: Partner with banks and financial institutions to integrate alternative investments into their offerings, making them more accessible to clients.

2. Improving Performance Reporting

Frequency and Transparency in Reporting

ETFs gained trust and popularity due to their high level of transparency and regular performance reporting. Investors can see the underlying assets of an ETF, its performance, and associated costs with ease.

Action Steps for Alternative Investments

  • Frequent Reporting: Implement frequent and detailed performance reporting to keep investors informed.
  • Direct Reporting to Bank Accounts: Offer direct performance reporting to investors’ bank accounts for seamless access to information.
  • Clear Disclosure: Ensure all marketing materials and investor communications provide clear and comprehensive information about the investments.
  • Regulatory Compliance: Adhere to regulatory standards to build investor confidence and trust.

3. Reducing Costs

Cost Efficiency in ETFs

ETFs are known for their cost efficiency, offering lower expense ratios compared to traditional mutual funds. This cost advantage is a significant factor in their widespread adoption.

Action Steps for Alternative Investments

  • Streamline Operations: Optimize fund management and operational processes to reduce costs.
  • Economies of Scale: Achieve economies of scale by increasing fund size and investor base.
  • Transparent Fee Structures: Adopt clear and straightforward fee structures that are competitive and appealing to investors.

4. Leveraging Technology for Distribution

Distribution Innovations in ETFs

ETFs leveraged technological advancements to enhance their distribution channels. Online brokerage platforms and financial advisory services made ETFs widely available and easy to trade.

Action Steps for Alternative Investments

  • Digital Platforms: Develop and utilize digital platforms for distributing alternative investment products.
  • Automated Processes: Implement automated subscription and onboarding processes to improve efficiency and reduce manual interventions.
  • Global Distribution Channels: Collaborate with international clearing and settlement systems to offer alternative investments globally.

5. Building Investor Education

Educating Investors about ETFs

The success of ETFs can be attributed in part to extensive investor education efforts. Educating investors about the benefits, risks, and mechanics of ETFs fostered a more informed investor base.

Action Steps for Alternative Investments

  • Educational Campaigns: Launch educational campaigns to inform potential investors about alternative investments, their benefits, and associated risks.
  • Workshops and Seminars: Conduct workshops and seminars to engage with investors directly and address their queries and concerns.
  • Online Resources: Provide comprehensive online resources, including articles, webinars, and tutorials, to educate investors at their convenience.

6. Ensuring Liquidity

Liquidity in the ETF Market

Liquidity is a key factor in the ETF market. The ability to trade ETFs like stocks on an exchange provides investors with the flexibility to enter and exit positions easily.

Action Steps for Alternative Investments

  • Bankable Products: Develop bankable alternative investment products that can offer better liquidity terms.
  • Streamlined Operations: Streamline fund operations to enable quicker and more efficient liquidity provisions.
  • Flexible Terms: Design investment products with flexible terms that can adapt to investor needs for liquidity.

7. Creating Diverse Product Offerings

Diverse Range of ETFs

The ETF market offers a wide range of products, from broad market index funds to sector-specific and thematic ETFs. This diversity allows investors to tailor their portfolios to their specific needs and preferences.

Action Steps for Alternative Investments

  • Product Innovation: Continuously innovate and develop diverse alternative investment products to cater to different investor preferences.
  • Thematic Investments: Introduce thematic alternative investments that capitalize on current trends and market opportunities.
  • Customizable Solutions: Offer customizable investment solutions that allow investors to tailor their exposure to alternative assets.


The alternative investment sector stands at the cusp of a transformative era. By adopting lessons from the ETF market—enhancing accessibility, improving performance reporting, reducing costs, leveraging technology, building investor education, ensuring liquidity, and creating diverse product offerings—alternative investments can become more appealing and accessible to a broader range of investors. These strategies will not only foster growth but also position the sector for long-term success.

FundFront is poised to assist firms in implementing these strategies through its expertise in structuring solutions, global distribution, and investment platforms. Firms facing challenges in these areas are invited to contact FundFront for bespoke solutions tailored to their specific needs.

Written by:

Arman Salavitabar

Arman Salavitabar

Founding Partner, FundFront

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