TrueMark Investments

What TrueMark Investments does

TrueMark Investments, LLC is a private, Chicago-based investment management firm that designs and distributes exchange-traded funds through its TrueShares platform. The firm offers more than 25 unique ETFs spanning buffered strategies, autocallable income products (PAYH, PAYM), and growth-oriented sleeves, targeting financial advisors, institutional investors, and informed individual investors who need portfolio tools beyond traditional 60/40 models. Core product technology centers on novel ETF architecture — TrueMark is described as a pioneer of uncapped buffered ETFs and S&P-linked autocallable ETFs (the latter hedged by Morgan Stanley) — combined with adaptive volatility management across funds.

The firm is founder/management-led under Principal & CEO Mike Loukas and supported by a small operating team (1-10 employees) with leadership pedigree from Northern Trust, Wolverine Trading, Nuveen, Jackson National, and prior ETF issuers. Revenue is generated through ETF management fees (subscription/recurring) on assets under management, which surpassed $1 billion in May 2025. Distribution is sales-led and intermediated: TrueShares ETFs are distributed via Paralel Distributors LLC across broker-dealer and RIA platforms, with sub-advisory partners supporting fund management and Morgan Stanley providing derivatives hedging for autocallable products. Pricing is not publicly disclosed; ETF expense ratios are contained in fund prospectuses. The firm operates only in the United States, has no disclosed parent, no venture backing, and no public ticker.

Name

TrueMark Investments

Legal name

TrueMark Investments, LLC

Website

https://truemarkinvestments.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

TrueMark Investments is a Chicago-based private investment manager that designs and distributes more than 25 exchange-traded funds under the TrueShares brand, targeting financial advisors, institutional investors, and informed individuals seeking buffered, autocallable, and thematic portfolio construction tools beyond traditional 60/40 models.

Ownership category

akta.pro rank

Product category

Asset Management

NAICS

Open-End Investment Funds (525910), Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

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

Keywords

• Exchange-traded funds
• Investment management
• Buffered ETFs
• Autocallable ETFs
• Portfolio construction

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. ETF Management Fees: TrueMark generates revenue through management fees charged on its ETF products under the TrueShares brand. The firm manages over $1 billion in assets under management as of May 2025 across more than 25 unique ETFs.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

TrueMark Investments operates as an investment management firm designing and offering exchange-traded funds (ETFs) through its TrueShares brand. The firm manages more than 25 unique ETFs—including buffered ETFs, S&P-linked autocallable ETFs (PAYH, PAYM), and income/volatility strategies—delivered to financial advisors, institutions, and informed investors for portfolio construction. Revenue is generated primarily through ETF management fees on assets under management exceeding $1 billion as of May 2025.

Product overview

TrueMark Investments is a visionary in exchange-traded funds dedicated to designing strategies that meet the evolving needs of modern investors. TrueShares is the ETF arm of TrueMark Investments, offering more than 25 unique ETFs designed as portfolio tools for advisors and investors. The product lineup includes buffered ETFs for volatility smoothing, autocallable ETFs (PAYH and PAYM) for downside protection and income generation, and strategies for capturing market upside and long-term growth. Each fund is designed to serve as a tool that advisors and investors can use to tailor portfolios with precision.

Differentiator

Problem solved

Functional benefit

Brands

• TrueShares: The ETF arm of TrueMark Investments, offering more than 25 unique exchange-traded funds including buffered ETFs, autocallable products, and income-focused strategies.

Products and services

• TrueShares ETFs TrueShares is the ETF arm of TrueMark Investments, offering more than 25 unique exchange-traded funds designed as portfolio tools for advisors and investors. The lineup includes products for managing volatility, generating income, and capturing long-term growth through a disciplined philosophy and transparent structure.
• S&P Autocallable High Income ETF (PAYH) An autocallable ETF designed to manage downside risk and generate income through exposure to synthetic autocallable products linked to S&P indices, hedged by Morgan Stanley. The fund invests mainly in U.S. Treasuries, cash, and derivatives.
• S&P Autocallable Defensive Income ETF (PAYM) An autocallable ETF designed to manage downside risk and generate income through exposure to synthetic autocallable products linked to S&P indices, hedged by Morgan Stanley. The fund invests mainly in U.S. Treasuries, cash, and derivatives.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Paralel Distributors LLCcoreChannel Partner/ Reseller/ DistributorParalel Distributors LLC is the official distributor for TrueShares ETFs. Paralel Distributors LLC and TrueMark Investments, LLC are not affiliated.
• Morgan StanleycoreTechnology or IntegrationMorgan Stanley serves as the hedging counterparty for TrueShares' autocallable ETF products (PAYH and PAYM), providing derivatives exposure linked to S&P indices.
• TrueSharescoreOthersTrueShares is the ETF arm of TrueMark Investments, housing over 25 unique ETF products. TrueShares operates as the product platform utilizing TrueMark's ecosystem of trusted partners to deliver model-ready investment strategies.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Innovator Capital Management: Pioneer of the buffered/defined-outcome ETF category with products such as the Defined Outcome Buffer ETFs. Most directly comparable to TrueMark's uncapped buffered and autocallable franchise targeting advisor use cases.
• WisdomTree Investments: ETF sponsor known for factor, thematic, and income-oriented strategies. Directly comparable to TrueMark's focus on purpose-built portfolio tools for advisors and institutions.
• Amplify ETFs: Independent ETF sponsor offering thematic, income, and structured strategies. Comparable niche independent competitor to TrueMark in the advisor channel.
• First Trust Advisors: Large independent ETF sponsor with a broad lineup of thematic, income, and structured ETFs. Comparable to TrueMark in offering advisor-targeted, model-ready ETF portfolios beyond plain index exposure.

Broad incumbents

• iShares (BlackRock): Largest ETF franchise globally with broad product coverage. Represents the scaled incumbent that TrueMark competes against for advisor shelf space and institutional AUM.
• State Street SPDR ETFs: Major incumbent ETF sponsor with broad sector, fixed income, and thematic coverage. Comparable as a competitor for advisor portfolio allocations alongside TrueShares.
• Vanguard: Dominant low-cost ETF and mutual fund provider. Sets the fee benchmark that any active or structured ETF sponsor like TrueMark must justify against.
• PIMCO (Allianz): Large fixed income and structured strategies manager with active ETF products. Comparable as a competitor in income and structured outcome strategies, particularly relevant to TrueMark's autocallable and buffered income-focused products.

Emerging players

• GraniteShares: Smaller ETF sponsor active in structured, income, and autocallable-style products. Comparable to TrueMark in launching niche structured ETFs targeted at yield and downside-aware investors.
• Alpha Architect: Smaller, research-driven ETF sponsor offering factor and quantitative strategies. Comparable as a niche competitor pursuing advisor and informed-investor channels with differentiated active strategies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 TrueMark Investments