Strategy Shares

What Strategy Shares does

Strategy Shares is a private, Huntington, USA-based ETF sponsor that designs and markets four non-traditional exchange-traded funds—GOLY (Gold Enhanced Yield), HNDL (Nasdaq 7HANDL Index), MPLY (Monopoly), and ROMO (Newfound/ReSolve Robust Momentum)—targeting financial advisors, RIAs, and institutional investors seeking income, inflation protection, and thematic or tactical equity exposure. The firm was founded in 2018 and operates with 1-10 employees, outsourcing investment management to Rational Advisors, Inc. and distribution to Foreside Fund Services, LLC.

The product shelf rests on proprietary or licensed methodologies rather than internal quant teams. HNDL tracks the Nasdaq 7HANDL Index (licensed from Bryant Avenue Ventures, with registered HANDLS/HANDL trademarks) splitting allocation 50/50 between a Core Portfolio and a Dorsey Wright tactical 'Explore Portfolio' to target a 7% annualized monthly distribution. GOLY combines investment-grade corporate bonds and U.S. Treasuries with a gold-futures overlay executed via OTC total return swaps. ROMO licenses the Newfound/ReSolve Robust Equity Momentum Index, a rules-based system of thousands of momentum and trend-following models using a 'dimmer switch' allocation to Treasuries during negative momentum. MPLY, launched May 2025 with Rareview Capital, applies a proprietary screen for 'monopolistic attributes' (brand dominance, regulatory exclusivity, network effects, IP protection) across 75-125 diversified positions.

The business model is asset-based: revenue derives from management fees on ETF AUM, with blended net expense ratios ranging from 0.75% to 0.95% (HNDL and ROMO are contractually fee-waived to those levels through August 31, 2026). Aggregate AUM stood at approximately $769.6M as of mid-July 2026 (HNDL $638.4M, GOLY $89.4M, ROMO $25.6M, MPLY $16.2M). Distribution is exclusively through exchange listings (BATS, CBOE, NASDAQ) and advisor channels, supported by a content-and-thought-leadership marketing program (white papers on dollar devaluation, gold as reserve currency) and earned-media coverage in Forbes, Investors Business Daily, ETF Trends, and Morningstar (GOLY earned a 5-star rating). The operating geography is the United States, and the firm has no disclosed parent company, subsidiaries, or external equity funding.

Name

Strategy Shares

Legal name

Strategy Shares

Website

https://strategysharesetfs.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Strategy Shares is a private U.S. ETF sponsor operating four non-traditional funds—GOLY, HNDL, MPLY, and ROMO—distributed on BATS, CBOE, and NASDAQ to financial advisors, RIAs, and institutional investors seeking income, inflation hedging, and thematic or tactical exposure.

Ownership category

akta.pro rank

Product category

Exchange-Traded Funds (ETF Asset Management)

NAICS

Open-End Investment Funds (52591), Portfolio Management and Investment Advice (523940), Other Financial Investment Activities (5239)

SIC

Investment Advice (6282)

akta.pro primary industry

Multi-Asset & Allocation ETFs (Balanced, Target Risk) (FSAAAFAF)

Keywords

• Exchange-traded funds
• Thematic ETF strategies
• Target distribution yield
• Gold-hedged bond ETFs
• Active ETF management

Headquarters

HQ city

Huntington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. ETF Management Fees: Strategy Shares generates revenue through management fees charged on ETF assets under management. Each ETF has an expense ratio (GOLY: 0.79%, HNDL: 0.95%, MPLY: 0.79%, ROMO: 0.87% net) that represents the annual percentage of AUM charged to investors. The funds are distributed by Foreside Fund Services, LLC.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Strategy Shares is a private ETF sponsor that designs, manages, and distributes non-traditional exchange-traded fund products combining alternative assets (gold futures, commodities) with traditional bonds and equities to deliver income, inflation hedging, momentum, and thematic equity exposure. The firm's four ETFs (GOLY, HNDL, MPLY, ROMO) are listed on major U.S. exchanges and distributed via Foreside Fund Services, with revenue generated through management fees on assets under management.

Product overview

Strategy Shares is an ETF provider offering four distinct actively managed and index-based exchange-traded funds. The product suite includes GOLY (Gold Enhanced Yield ETF), which combines investment-grade bonds with a gold futures overlay for income and inflation hedging; HNDL (Nasdaq 7HANDL Index ETF), a target-distribution fund targeting 7% annualized monthly payments; MPLY (Monopoly ETF), a thematic fund targeting companies with monopolistic competitive advantages; and ROMO (Robust Momentum ETF), a momentum-based tactical allocation fund. These products are distributed by Foreside Fund Services and managed by Rational Advisors, Inc.

Differentiator

Problem solved

Functional benefit

Brands

• Gold Enhanced Yield ETF (GOLY): ETF combining investment grade corporate bonds with a gold overlay to hedge against inflation, seeking income and long-term capital appreciation.
• Nasdaq 7HANDL Index ETF (HNDL)
• Newfound/ReSolve Robust Momentum ETF (ROMO)
• Monopoly ETF (MPLY)

Products and services

• Strategy Shares Gold Enhanced Yield ETF (GOLY) Actively managed ETF that combines investment grade corporate bonds and U.S. Treasury securities with a gold futures overlay to deliver income and inflation protection. Designed for financial advisors, RIAs, and institutional investors seeking to maintain purchasing power in a low-yield, devaluing-dollar environment.
• Strategy Shares Nasdaq 7HANDL Index ETF (HNDL) Target distribution ETF tracking the Nasdaq 7HANDL Index that targets a 7% annualized monthly distribution rate. The index blends a 50% Core Portfolio (fixed income and equity ETFs) with a 50% Dorsey Wright Explore Portfolio for tactical allocation. Intended for financial advisors and retirement-focused investors seeking consistent monthly income.
• Strategy Shares Monopoly ETF (MPLY) Thematic ETF that invests in companies with 'Monopolistic Attributes' such as brand dominance, regulatory exclusivity, high entry barriers, pricing power, and network effects. The fund seeks long-term capital appreciation by holding 75 to 125 diversified positions across sectors and sizes, excluding regulated utilities. Targeted at advisors and institutional investors seeking differentiated quality-factor exposure.
• Strategy Shares Newfound/ReSolve Robust Momentum ETF (ROMO) Quantitative rules-based momentum ETF that tracks the Newfound/ReSolve Robust Equity Momentum Index. Provides momentum-based exposure to global equity regions while avoiding significant drawdowns through a 'dimmer switch' approach that allocates to U.S. Treasuries during negative momentum periods. Designed for tactical allocators seeking diversified equity exposure with downside protection.

Quantifiable outcome

• GOLY returned 36% year-to-date in 2025 and earned five-star Morningstar rating
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Rareview Capital LLCcoreStrategic or Co-development Partner · 16 May 2025Co-developed and co-launched the Monopoly ETF (MPLY) with Rareview Capital. Rareview Capital CIO Neil Azous serves as portfolio manager. The partnership combines Strategy Shares' ETF distribution platform with Rareview's thematic investment expertise in monopolistic companies. MPLY launched May 16, 2025 on BATS exchange.
• Dorsey WrightcoreTechnology or IntegrationThe 7% Target Distribution Strategy (HNDL) incorporates Dorsey Wright's tactical allocation methodology in the 'Dorsey Wright Explore Portfolio' component, which allocates to U.S. fixed-income, blend, equity and alternative asset categories that have historically provided high levels of income.
• Foreside Fund Services, LLCcoreChannel Partner/ Reseller/ DistributorForeside Fund Services serves as the national distributor for all Strategy Shares ETFs. They handle the regulatory distribution and marketing support for the ETF products. Foreside is not affiliated with Rational Advisors, Inc.
• Newfound/ReSolvecoreTechnology or IntegrationLicensor of the Newfound/ReSolve Robust Equity Momentum Index methodology to Strategy Shares for the ROMO ETF. The index uses a quantitative, rules-based approach with thousands of momentum and trend following models.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Amplify ETFs: Amplify ETFs offers thematic and income-oriented ETFs (e.g., Cboe Vest, blockchain, ESG) targeted at financial advisors, closely paralleling Strategy Shares' blend of income (HNDL/GOLY) and thematic (MPLY) products.
• Cambria ETF Trust: Cambria offers thematic and alternative ETFs (e.g., shareholder yield, value, trend-following) targeting independent RIAs and advisors—a near-identical go-to-market motion and product philosophy to Strategy Shares.
• TrueShares: TrueShares is a smaller ETF sponsor with actively managed, outcome-oriented and thematic strategies targeted at RIAs—a very similar niche player competing for the same advisor relationships.
• ALPS Advisors: ALPS Advisors is a smaller-scale ETF sponsor offering a range of alternative, thematic, and income-focused ETFs that compete directly with Strategy Shares' HNDL and GOLY strategies in the advisor channel.

Broad incumbents

• SPDR (State Street): SPDR offers gold (GLD), momentum, and broad multi-asset ETFs that overlap with GOLY's gold overlay strategy and ROMO's momentum approach, but at vastly greater scale.
• WisdomTree: WisdomTree is a major ETF issuer with deep offerings in income, dividend, and alternative strategies that overlap directly with HNDL's target-distribution approach and GOLY's gold-enhanced income thesis.
• Global X ETFs: Global X is an established thematic and income ETF sponsor whose product breadth (covered calls, thematic, commodity) competes head-to-head with Strategy Shares across nearly every product line.
• iShares (BlackRock): iShares is the dominant ETF issuer; its income, commodity, and multi-asset products (e.g., diversified fixed income, gold) set the fee benchmark and compete for the same advisor and institutional dollars as Strategy Shares' suite.
• First Trust: First Trust is a major ETF sponsor known for proprietary index strategies and tactical allocation products—directly comparable to Strategy Shares' index-license-driven HNDL and ROMO products.
• Invesco: Invesco's QQQ family and broader ETF suite includes income, momentum, and gold-related strategies that compete with HNDL, ROMO, and GOLY for advisor allocations and institutional flows.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/strategy-shares-etf

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Strategy Shares