etf.com

What etf.com does

ETF.com is a privately held (founded 2001, New York) media, data, and events platform serving the U.S. ETF industry. It operates a content-first website covering ETF news, analysis, and education (ETF University) and ships a suite of free analytical tools — ETF Screener (4,300+ funds), ETF Fund Flows, Compare ETFs, ETF Stock Holdings, Markets Monitor, ETF Pulse, ETF Launches, and ETF Closures — backed by FactSet market data, alongside user personalization features (My Watchlist, My Dashboard, Portfolio Builder). Distribution is layered through three email newsletters (Morning Exchange daily, Weekly Watch and Advisor Intel weekly), two podcasts (ETF Zoo, Behind The Ticker), video content, and organic social on X and LinkedIn.

The business model is advertising- and sponsorship-led: financial services brands buy ad placements and sponsored content on the site and newsletters, ETF issuers sponsor the annual ETF.com Awards, and a new 2026 virtual event franchise — ETF Breakthru Connect — is monetized through Launch Partner sponsorships (28 ETF firms signed, including VanEck, Franklin Templeton, Morgan Stanley Asset Management, and Dimensional Fund Advisors). The platform was acquired by Matt Middleton and Anil Aggarwal in 2026 and now operates under new ownership pursuing a "next-generation media and events ecosystem" strategy, with Matt Middleton as General Manager and Dave Nadig as President and Director of Research.

The audience is horizontal across three primary segments: individual investors (research and screening), financial advisors (due diligence and client portfolio analysis), and ETF issuers and asset managers (event sponsorship and brand exposure). Geographic scope is North America. The company has no disclosed public API, no AI/ML capabilities disclosed, and only one historical funding event of $3.2M in 2013, making it a small, content-and-events-led operator with no disclosed financial scale.

Name

etf.com

Legal name

etf.com

Website

https://etf.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

ETF.com is a U.S.-based media, data, and events platform providing ETF news, analytical tools, and educational content for individual investors, financial advisors, and ETF issuers, monetized through advertising and event sponsorship.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising & Sponsorships: The platform generates revenue through advertising placements and sponsored content from financial services companies seeking to reach ETF investors and advisors.
2. Event Sponsorships & Participation: ETF Breakthru Connect and other events generate sponsorship revenue from ETF issuers and asset managers as Launch Partners.
3. Awards Sponsorship: The 2026 ETF Awards program offers sponsorship opportunities for brands to gain premium exposure.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels12 records

Core offering

ETF.com is a digital media and investment research platform focused exclusively on exchange-traded funds, providing individual investors, financial advisors, and asset managers with comprehensive ETF news, data, screening tools, and educational content. The platform offers proprietary tools for ETF comparison, fund flow tracking, stock holdings analysis, and real-time market monitoring, supported by dedicated editorial coverage and industry events such as the annual ETF.com Awards and ETF Breakthru conferences.

Product overview

ETF.com is a comprehensive ETF data and media platform offering analytical tools, educational content, and industry news. The core product suite includes analytical tools (ETF Screener, ETF Fund Flows, Compare ETFs, ETF Stock Holdings, Market Monitor, ETF Pulse), portfolio management features (Watchlist, Dashboard, Portfolio Builder), and tracking tools (ETF Launches, ETF Closures). These tools are complemented by content products including newsletters (Morning Exchange, Weekly Watch, Advisor Intel), educational resources through ETF University, and video/podcast media content (ETF Zoo, Behind the Ticker). The platform also hosts annual events including the ETF.com Awards and the newly launched ETF Breakthru Connect virtual networking event.

Differentiator

Problem solved

Functional benefit

Brands

• ETF Breakthru Connect: A virtual one-to-one meetings-only event for the ETF industry bringing together over 2,000 participants facilitating more than 20,000 pre-scheduled meetings
• ETF.com Awards
• Markets Monitor
• ETF Screener
• ETF Fund Flows
• Compare ETFs
• ETF Launches
• ETF Closures
• ETF Pulse
• Morning Exchange
• Weekly Watch
• Advisor Intel
• ETF Zoo
• Behind The Ticker

Products and services

• ETF Screener
• ETF Fund Flows
• Compare ETFs
• Markets Monitor (ETF Stock Holdings)
• ETF Pulse
• ETF Launches Database
• ETF Closures Database
• Portfolio Builder

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• VanEckcoreGTM or Marketing Partner · 17 February 2026VanEck signed as Launch Partner for ETF Breakthru Connect 2026, a virtual one-to-one meetings-only event for the ETF industry expected to bring together over 2,000 participants.
• Franklin TempletoncoreGTM or Marketing Partner · 17 February 2026Franklin Templeton signed as Launch Partner for ETF Breakthru Connect 2026, positioning the firm as a key supporter of the ETF industry's largest virtual networking event.
• Morgan Stanley Asset ManagementcoreGTM or Marketing Partner · 17 February 2026Morgan Stanley Asset Management signed as Launch Partner for ETF Breakthru Connect 2026, demonstrating the firm's commitment to ETF industry networking and visibility.
• Dimensional Fund AdvisorscoreGTM or Marketing Partner · 17 February 2026Dimensional Fund Advisors signed as Launch Partner for ETF Breakthru Connect 2026, one of 28 major ETF firms backing the inaugural event.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Bloomberg: Global financial data, news, and analytics platform used extensively by advisors and institutions. Comparable as a broad financial content and data provider covering ETFs, but operates at a much larger scale across multiple asset classes.
• MarketWatch: A major financial news and data site covering markets, ETFs, and personal finance. Comparable as an advertising-supported financial media property targeting retail investors, though broader than ETF-specific coverage.
• Morningstar: A large, diversified investment research and data platform serving advisors, institutions, and retail investors. Highly comparable to ETF.com as both deliver ETF data, screening tools, and editorial coverage; Morningstar is broader in scope and has substantially greater institutional reach.
• Yahoo Finance: A widely used free financial information portal with quote data, screening tools, and editorial content. Comparable as a free, ad-supported financial information platform used by retail investors for ETF research.

Direct peers

• Trackinsight: An independent ETF analytics platform providing data, flows, and ratings across global ETFs. Comparable as a specialized ETF data and analytics provider serving advisors and institutional investors.
• Seeking Alpha: A crowd-sourced investment research and analysis platform serving retail investors and advisors. Comparable as a content-led investment media business monetized through advertising and premium subscriptions.
• The Motley Fool: A retail-focused investment education and research platform offering stock/ETF commentary, screeners, and premium memberships. Comparable business model — content-led, freemium, advertising and subscription supported.
• ETF Stream: A European-focused ETF news, data, and analysis platform serving the European ETF industry. Comparable in core offering (ETF news, data, tools) but operates primarily in EMEA rather than the U.S. market ETF.com covers.
• VettaFi (formerly ETFdb/ETF Trends): A leading ETF data, analytics, and media platform serving advisors and institutional investors. Closest direct peer to ETF.com, with overlapping ETF screener, fund-flow data, and ETF-focused editorial coverage.
• Zacks Investment Research: An investment research platform providing stock screening, ETF analysis, and editorial content to retail investors and advisors. Comparable in product mix (screening tools + research content) and target audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/etfcom
• YouTubeyoutube.com/c/ETFcom
• Facebookfacebook.com/etfcom
• LinkedInlinkedin.com/company/etf-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about etf.com