Vident Asset Management
Vident Asset Management is an SEC-registered investment adviser that builds proprietary indices underlying four ETFs (VIDI, VUSE, VBND, PPTY), and provides sub-advisory, SMA, and index-licensing services to ETF issuers and strategy sponsors. The firm is based in Alpharetta, Georgia, and was acquired in April 2023.
- Company typePrivate
- Founded2013
- HeadquartersAlpharetta, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Vident Asset Management does
Vident Asset Management is a U.S. Securities and Exchange Commission-registered investment adviser founded in 2013 and headquartered in Alpharetta, Georgia. The firm specializes in thematic, international, and core fixed-income exposure delivered primarily through proprietary exchange-traded funds, alongside sub-advisory mandates, separately managed accounts, and proprietary index licensing to third-party issuers. Vident owns and manages four ETFs — VIDI (international equity), VUSE (U.S. equity), VBND (U.S. core bond), and PPTY (international real estate) — with combined assets under management of approximately $1.65 billion, listed on NYSE Arca and distributed through ALPS Distributors.
The firm's core technology is a set of proprietary indices that underpin each ETF and are licensed to other product sponsors, including a sub-advisory relationship with Valkyrie Funds supporting the Valkyrie Bitcoin Futures ETF and a sustainable-energy partnership with Corestone Capital/EMG. The investment team is led by a Head of ETF Portfolio Management with prior SEC senior policy experience covering ETFs, digital assets, and AI, supported by a dedicated Head of AI, Data & Research, reflecting a quant-led research orientation applied to index design, portfolio construction, and risk management.
Vident's revenue model is fee-based: it earns management fees on its proprietary ETFs proportional to AUM, sub-advisory fees on third-party mandates such as the Valkyrie Bitcoin Futures ETF, fees on SMA accounts, and licensing royalties on its proprietary indices. The firm was acquired by a strategic investor in April 2023, consolidating ownership and providing additional capital and distribution support. Vident serves financial advisors, institutional investors, ETF issuers seeking sub-advisory or index-licensing partners, and strategy sponsors requiring custom exposure solutions.
Vident Asset Management firmographics
Firmographics- Name
- Vident Asset Management
- Legal name
- Vident Asset Management
- Website
- https://videntam.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Vident Asset Management is an SEC-registered investment adviser that builds proprietary indices underlying four ETFs (VIDI, VUSE, VBND, PPTY), and provides sub-advisory, SMA, and index-licensing services to ETF issuers and strategy sponsors. The firm is based in Alpharetta, Georgia, and was acquired in April 2023.
- Ownership category
- akta.pro rank
Vident Asset Management industry classification
Industry- Product category
- ETF and Investment Management Services
- NAICS
- Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910), Other Financial Investment Activities (5239)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Global Equity (Active) (FSAAAIAD)
Keywords
Where Vident Asset Management is headquartered
LocationHeadquarters
- HQ city
- Alpharetta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Vident Asset Management business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- ETF Management Fees: Vident serves as investment adviser for proprietary Vident ETFs (VIDI, VUSE, VBND, PPTY) and sub-adviser for client ETF strategies. Generates revenue through management fees based on assets under management (AUM). Expense ratios: VIDI 0.61%, VUSE 0.50%, PPTY 0.53%
- Sub-Advisory Services: Provides outsourced investment management to other ETF issuers and asset managers, bringing ideas to market through custom index design, portfolio management, and operational support
- Separately Managed Accounts: Delivers personalized SMA solutions to financial professionals and wealth managers, offering customization, access, and tax efficiency through direct indexing and custom portfolio management
- Index Licensing: Vident owns the indices underlying its ETFs and licenses index exposure to ETF products. The firm assists in licensing indexes and managing ETFs for third-party clients
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | VIDI - Vident International Equity Strategy ETF: 0.61% Total Fund Annual Operating Expenses |
| Subscription | Annual | VUSE - Vident U.S. Equity Strategy ETF: 0.50% Total Fund Annual Operating Expenses |
| Subscription | Annual | VBND - Vident U.S. Bond Strategy ETF: Fund expenses not explicitly stated in text |
| Subscription | Annual | PPTY - U.S. Diversified Real Estate ETF: 0.53% Total Fund Annual Operating Expenses (After Fee Waiver) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Vident Asset Management product offering
Product offeringCore offering
Vident Asset Management is a specialized exposure and solutions provider that designs and manages proprietary ETF products (VIDI, VUSE, VBND, PPTY) and provides sub-advisory services, separately managed accounts (SMAs), and custom index research and execution to asset managers, ETF issuers, financial advisors, and institutional investors. The firm operates as an SEC-registered investment adviser with combined ETF AUM exceeding $1.6 billion.
Product overview
Vident Asset Management is a specialized exposure and solutions provider offering a platform of ETF products and investment services. The core product suite consists of four proprietary ETFs: VIDI (International Equity Strategy), VUSE (U.S. Equity Strategy), VBND (U.S. Bond Strategy), and PPTY (U.S. Diversified Real Estate). These ETFs are supplemented by sub-advisory services, separately managed accounts (SMAs), and index research and execution capabilities. The company operates as an SEC-registered investment adviser and has launched over 120 ETFs over the past decade, with its proprietary investment philosophy expressed through distinct fundamentals woven into index construction.
Differentiator
Problem solved
Functional benefit
Products and services
- VIDI - Vident International Equity Strategy ETF An international equity ETF that balances risk across 25-40 developed and emerging countries, targeting faster growth potential, more productive populations, lower fundamental risk, and reduced country, currency, and company concentration risks. Designed for financial advisors, institutional investors, and asset managers seeking diversified international exposure.
- VUSE - Vident U.S. Equity Strategy ETF A U.S. equity ETF that tracks an index emphasizing strong corporate governance, quality by selecting stocks based on earnings characteristics, high quality companies with positive momentum, and risk-balanced exposures across giant, large, and SMID market cap segments. Designed for advisors and institutional allocators seeking governance-aware U.S. equity exposure.
- VBND - Vident U.S. Bond Strategy ETF A U.S. bond ETF seeking to improve the overall mix of credit quality, interest rate, and yield across core U.S. bond, dollar-denominated international, and private credit sectors by diversifying interest rate and credit risks through systematic weighting and governance factor screening. Designed for advisors and institutional investors.
- PPTY - U.S. Diversified Real Estate ETF A real estate ETF considering geographic exposures favoring dynamic high growth locations, diversification among property types, companies with prudent leverage, and governance risk avoidance using a rules-based methodology. Designed for advisors and institutional investors seeking diversified U.S. real estate exposure.
- Sub-Advisory Services Expert sub-advisory services helping clients bring investment ideas to life through consultative approach, strategy design, and support through the entire product lifecycle including portfolio management, execution, operational, and capital markets capabilities. Targets asset managers and ETF issuers seeking to launch new products.
- Separately Managed Accounts (SMAs) Personalized portfolios combining professional management with flexibility to align with investors' goals, preferences, and personal values, including direct indexing solutions and proxy voting/corporate engagement services. Delivered to financial advisors and wealth managers serving high-net-worth clients.
- Index Research & Execution
Quantifiable outcome
- Over $50 million gathered in first few days of Valkyrie Bitcoin Futures ETF launch
- +2 more outcomes
Companies that use Vident Asset Management
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Vident Asset Management technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Vident Asset Management partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Valkyrie FundscoreVident served as sub-adviser to Valkyrie Funds for the launch of its Bitcoin Futures ETF. Vident's deep ETF industry expertise and trading capabilities for commodities and futures contracts made them the ideal partner. The fund successfully launched and gathered over $50 million in assets in the first few days, establishing Valkyrie in a prominent position in the Bitcoin futures ETF space.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Vident Asset Management competitors and assessment
Company assessmentOthers
- Valkyrie Funds: Valkyrie Funds is a US-based asset manager and ETF issuer (e.g., Bitcoin futures ETFs) for which Vident previously served as sub-adviser. It represents both a prior client relationship and a peer in the crypto and thematic ETF space that could choose to internalize sub-advisory functions over time.
- MSCI (Index Licensing): MSCI is the dominant global index provider licensing benchmarks to ETF issuers. While not a direct competitor to Vident's ETFs, MSCI's index licensing business competes with Vident's emerging index design and licensing services for third-party ETF product relationships.
Broad incumbents
- ALPS Advisors: ALPS Advisors is a large, established asset manager offering sub-advisory, ETF launch, and distribution services (and is the actual distributor of Vident's ETFs). It is a broader incumbent competitor for outsourced investment management and ETF services to asset managers and sponsors.
- VanEck: VanEck is a global asset manager with a strong ETF franchise spanning factor, international equity, and thematic products (and a prior employer of Vident's President/Head of Sales). It is a broad incumbent competitor for both Vident's proprietary ETFs and sub-advisory mandates.
- Invesco (PowerShares): Invesco operates the PowerShares ETF franchise, including factor, quality, and international ETFs, and previously employed several of Vident's senior PMs. It is a broad incumbent competitor across virtually all of Vident's equity and fixed income ETF categories.
- WisdomTree Investments: WisdomTree is a US-listed asset manager known for rules-based, fundamentally weighted equity ETFs and a growing fixed income lineup. It competes with Vident's VUSE and VBND funds for advisor mindshare in factor- and quality-oriented strategies at much greater scale.
Direct peers
- Exchange Traded Concepts (ETC): ETC is a leading white-label ETF sponsor and turnkey ETF platform that helps asset managers launch and operate ETFs. It is a direct competitor to Vident's sub-advisory, index licensing, and ETF manufacturing services for third-party issuers.
- Empowered Funds (ETF Series Solutions / EA Series Trust): Empowered Funds operates a platform of turnkey ETF services including sub-advisory, fund administration, and ETF launches for emerging managers. It overlaps directly with Vident's sub-advisory and bespoke ETF launch business.
- Pacer ETFs: Pacer ETFs is a US-based ETF issuer specializing in rules-based, factor-driven, and thematic strategies (e.g., trend, cash flow, quality). It competes directly with Vident's factor- and governance-driven active ETFs for the same financial advisor and RIA client base.
Emerging players
- Gavekal Capital Management: Gavekal Capital is a smaller, emerging manager offering factor- and quality-driven ETFs (e.g., FCTR, CGUS) emphasizing fundamental and governance screens. It is comparable to Vident as a niche factor-based ETF shop targeting advisors seeking differentiated, rules-based active strategies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Vident Asset Management social profiles
Digital presenceVident Asset Management financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vident Asset Management leadership team
Management profileNumber of profiles
Profiles13 records
Vident Asset Management subsidiaries and ownership
Company hierarchySubsidiaries4 records
Vident Asset Management funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vident Asset Management 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 Vident Asset Management
What does Vident Asset Management do?
Vident Asset Management is a specialized exposure and solutions provider that designs and manages proprietary ETF products (VIDI, VUSE, VBND, PPTY) and provides sub-advisory services, separately managed accounts (SMAs), and custom index research and execution to asset managers, ETF issuers, financial advisors, and institutional investors. The firm operates as an SEC-registered investment adviser with combined ETF AUM exceeding $1.6 billion.
Is Vident Asset Management a public or private company?
Vident Asset Management is a private company. It is classified as corporate owned and is currently operating.
When was Vident Asset Management founded?
Vident Asset Management was founded in 2013. It employs 11 to 50 people.
Where is Vident Asset Management based?
Vident Asset Management is headquartered in Alpharetta, United States, in the North America region.
How does Vident Asset Management make money?
Four revenue lines are on record. ETF Management Fees are the primary driver. The others are sub-Advisory Services, separately Managed Accounts and index Licensing.
Who are Vident Asset Management's main competitors?
Others on record are Valkyrie Funds and MSCI (Index Licensing). Broad incumbents are ALPS Advisors, VanEck, Invesco (PowerShares) and WisdomTree Investments. Direct peers are Exchange Traded Concepts (ETC), Empowered Funds (ETF Series Solutions / EA Series Trust) and Pacer ETFs. Gavekal Capital Management is listed as an emerging player.
Does Vident Asset Management have an API?
No public API is recorded for Vident Asset Management.
What industry is Vident Asset Management in?
Vident Asset Management's product category is ETF and Investment Management Services. Its primary akta.pro industry code is FSAAAIAD, Global Equity (Active). Its NAICS code is 523940 and its SIC code is 6282.