Motley Fool Asset Management

What Motley Fool Asset Management does

Motley Fool Asset Management, LLC is a privately held investment management firm headquartered in Alexandria, Virginia, operating as a wholly owned subsidiary within The Motley Fool Holdings, Inc. corporate group. Founded in 2014, the firm runs a nine-fund exchange-traded fund (ETF) suite split into two strategy families: three actively managed ETFs targeting small-cap growth (TMFS), mid-cap growth (TMFM), and global opportunities (TMFG), and six passive ETFs that track proprietary indexes built on The Motley Fool's analyst recommendations, including the Motley Fool 100 Index (TMFC), Next Index (TMFX), Capital Efficiency 100 Index (TMFE), and three factor-focused funds launched in 2025 (MFIG, MFVL, MFMO).

The firm's underlying technology centers on proprietary rules-based indexing methodologies developed by The Motley Fool's Investing Intelligence Team and Motley Fool Investment Analytics (MFIA). Indexes select constituent stocks based on analyst recommendations combined with factor criteria (capital efficiency, growth, value, momentum, innovation), and ETFs are structured as series of The RBB Fund, Inc. with Quasar Distributors, LLC serving as the distribution partner. The fund shelf is distributed through major retail brokerage platforms — E*TRADE, Fidelity, Charles Schwab, TD Ameritrade, USAA, and Vanguard — and supplemented by an in-house wholesaler team targeting financial advisors and institutional buyers. The company manages over $2.5 billion in ETF assets as of December 2025, with key funds such as TMFC and TMFE carrying 4- or 5-star Morningstar ratings.

Motley Fool Asset Management generates revenue primarily through ETF management fees calculated as a percentage of assets under management, providing a recurring, AUM-linked revenue stream. The firm serves two primary customer segments: individual investors seeking professionally curated, growth-oriented ETF exposure, and financial advisors/professional investors looking for differentiated, factor-aware investment solutions for client portfolios. Geographic operations are restricted to the United States, with explicit limitations on making products available in jurisdictions where such offerings would violate local regulations. The firm does not have disclosed funding rounds, M&A activity, or external private-equity backing, and its ownership remains within the broader Motley Fool corporate group.

Name

Motley Fool Asset Management

Legal name

Motley Fool Asset Management, LLC

Website

https://mfamfunds.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Motley Fool Asset Management is a private investment management firm and subsidiary of The Motley Fool Holdings that operates a nine-fund ETF suite spanning active and passive strategies, distributing through major brokerages and a wholesaler team to individual investors and financial advisors in the United States.

Ownership category

akta.pro rank

Product category

Exchange-Traded Funds (Asset Management)

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Style/Factor Equity ETFs (Value, Growth, Quality, Low Vol, Momentum) (FSAAAFAB)

Keywords

• Exchange traded funds
• Asset management
• Investment management
• Active equity funds
• Passive index funds

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. ETF Management Fees: Motley Fool Asset Management generates revenue through management fees charged on its ETF products. The fees are calculated as a percentage of assets under management (AUM), providing a recurring revenue stream tied to fund performance and investor capital. The company manages over $2.5 billion in ETF assets as of December 2025.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Motley Fool Asset Management is an investment management firm that offers a family of nine exchange-traded funds (ETFs) — both actively managed and passively tracked — designed to give investors exposure to The Motley Fool's analyst stock recommendations. The active ETFs (TMFS, TMFM, TMFG) employ portfolio manager-driven stock selection across small-cap, mid-cap, and global markets, while the passive ETFs (TMFC, TMFX, TMFE, MFIG, MFVL, MFMO) track proprietary rules-based indexes that apply factors such as capital efficiency, growth, value, and momentum to Motley Fool-recommended stock universes.

Product overview

Motley Fool Asset Management offers a family of nine exchange-traded Funds organized into Active ETFs and Passive ETFs. The Active ETFs (TMFS, TMFM, TMFG) feature portfolio managers hand-selecting high-conviction stocks across small-cap, mid-cap, and global markets. The Passive ETFs track proprietary indexes based on The Motley Fool's stock recommendations, including TMFC (100 largest U.S. companies), TMFX (next-generation small companies), TMFE (capital efficiency ranking), MFIG (growth factor), MFVL (value factor), and MFMO (momentum factor). All funds are distributed through major brokerage platforms and managed as a series of The RBB Fund, Inc.

Differentiator

Problem solved

Functional benefit

Products and services

• Motley Fool Small Cap Growth ETF (TMFS)
• Motley Fool Mid Cap Growth ETF (TMFM)
• Motley Fool Global Opportunities ETF (TMFG) An actively managed ETF investing globally to harness geographic diversification and target sustainable growth opportunities anywhere in the world. Designed for investors seeking global equity exposure with quality growth characteristics.
• Motley Fool 100 Index ETF (TMFC) A passive ETF providing exclusive access to the top 100 largest and most liquid U.S. companies recommended by The Motley Fool, LLC analysts, serving as a growth-oriented alternative to traditional index funds. Rated 5 stars by Morningstar for both 3-year and 5-year periods as of March 31, 2026.
• Motley Fool Next Index ETF (TMFX) A passive growth-oriented ETF investing in relatively small companies with high growth potential, extensively researched and recommended by The Motley Fool, LLC analysts. Designed as a next-generation growth complement to TMFC.
• Motley Fool Capital Efficiency Index ETF (TMFE) A passive ETF tracking 100 stocks ranked by capital efficiency, driven by an exclusive formula developed by The Motley Fool, LLC Investing Intelligence Team. Rated 4 stars by Morningstar for the 3-year period as of March 31, 2026, and previously recognized with a five-star Morningstar rating as of September 30, 2024.
• Motley Fool Innovative Growth Factor ETF (MFIG) A growth-focused passive ETF holding 100 top Motley Fool analyst-ranked companies with the potential to grow revenues and profits faster than market expectations.
• Motley Fool Value Factor ETF (MFVL) A passive ETF holding 100 top Motley Fool analyst-ranked stocks with attractive valuations and/or dividend yields. Designed to give investors value factor exposure built on Fool-recommended names.
• Motley Fool Momentum Factor ETF (MFMO) A passive ETF designed to capture upside of share momentum, supported by professional analysis from The Motley Fool, LLC. Built for investors seeking momentum factor exposure among Fool-recommended equities.

Quantifiable outcome

• TMFC received 5-star Morningstar rating for both 3-year and 5-year periods as of March 31, 2026
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Quasar Distributors, LLCcoreChannel Partner/ Reseller/ DistributorQuasar Distributors, LLC serves as the distributor for all Motley Fool Asset Management ETFs, which are series of The RBB Fund, Inc. This is a standard distribution arrangement for ETF products in the U.S. market.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• BlackRock (iShares): World's largest ETF sponsor across factor, core, thematic, and active exposures. Sets fee benchmarks and competes for advisor mindshare across the same shelf-space as MFAM.
• Invesco: Major global asset manager offering factor, active, and thematic ETFs (e.g., QQQ family, Invesco factor suites). Overlaps with MFAM in factor-ETF positioning but operates at vastly greater scale and breadth.
• Vanguard: Dominant low-cost ETF and mutual fund provider cited in MFAM's distribution channels. Vanguard's aggressive fee posture is the primary industry-wide margin pressure on MFAM and similar factor-ETF issuers.

Direct peers

• ARK Invest: Issuer of actively managed thematic and innovation-focused ETFs built around proprietary research and a strong consumer brand. Comparable to MFAM's combination of branded research, active management, and dedicated retail/wholesaler distribution.
• First Trust: Large US ETF sponsor with a strong lineup of factor, thematic, and actively managed ETFs. Comparable in product breadth and in targeting advisors via dedicated wholesaler teams.
• WisdomTree: Public asset manager with an ETF suite spanning factor, thematic, and international strategies. Comparable as a factor/thematic ETF competitor targeting both retail investors and advisors.
• Cambria Funds: Boutique issuer of factor and quantitative ETFs (value, momentum, alpha). Comparable to MFAM's rules-based factor-ETF lineup targeting advisor and self-directed retail channels.
• Global X: Thematic and factor-ETF sponsor owned by Mirae Asset. Comparable to MFAM in offering differentiated, research-led ETFs to retail and advisor audiences.
• Dimensional Fund Advisors: Operates a factor-driven, rules-based ETF and mutual fund suite anchored in academic and proprietary research. Closely comparable to MFAM's emphasis on systematic, research-driven portfolio construction and multiple factor exposures.

Emerging players

• Alpha Architect: Boutique factor-ETF issuer with academic-research-anchored funds. Comparable as a niche, rules-based competitor though smaller in distribution scale than MFAM.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mfamfunds
• Facebookfacebook.com/FoolETFs
• LinkedInlinkedin.com/company/572507/admin/notifications/all

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Motley Fool Asset Management