etf.com
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.
- Company typePrivate
- Founded2001
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
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.
etf.com firmographics
Firmographics- 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
Where etf.com is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
etf.com business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Advertising & Sponsorships: The platform generates revenue through advertising placements and sponsored content from financial services companies seeking to reach ETF investors and advisors.
- Event Sponsorships & Participation: ETF Breakthru Connect and other events generate sponsorship revenue from ETF issuers and asset managers as Launch Partners.
- 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
etf.com product offering
Product offeringCore 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
Companies that use etf.com
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
etf.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
etf.com partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- VanEckcoreVanEck 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 TempletoncoreFranklin 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 ManagementcoreMorgan 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 AdvisorscoreDimensional 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
etf.com competitors and assessment
Company assessmentBroad 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
etf.com social profiles
Digital presenceetf.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
etf.com leadership team
Management profileNumber of profiles
Profiles4 records
etf.com funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
etf.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about etf.com
What does etf.com do?
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.
Is etf.com a public or private company?
etf.com is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was etf.com founded?
etf.com was founded in 2001. It employs 11 to 50 people.
Where is etf.com based?
etf.com is headquartered in New York, United States, in the North America region.
How does etf.com make money?
Three revenue lines are on record. Advertising & Sponsorships are the primary driver. The others are event Sponsorships & Participation and awards Sponsorship.
Who are etf.com's main competitors?
Broad incumbents on record are Bloomberg, MarketWatch, Morningstar and Yahoo Finance. Direct peers are Trackinsight, Seeking Alpha, The Motley Fool, ETF Stream, VettaFi (formerly ETFdb/ETF Trends) and Zacks Investment Research.
Does etf.com have an API?
No public API is recorded for etf.com.