What PurePlay ETFs does

PurePlay ETFs is a privately held, Michigan-based thematic ETF issuer founded in 2026 by Joseph DeYonker. The firm operates a single core product: the PurePlay NVIDIA Ecosystem Picks & Shovels Index ETF (NVPS), launched on NASDAQ on June 18, 2026. NVPS tracks the Solactive NVIDIA Picks & Shovels Index, a rules-based benchmark that uses FactSet Supply Chain Relationships data to identify companies deriving at least 50% of revenue from NVIDIA-related supply chain activities across six pillars: Raw Materials, Tools, Fabrication, Packaging, Infrastructure, and Connectivity. The strategy is positioned as undiluted, "picks and shovels" exposure to the AI infrastructure buildout, distinct from broad technology ETFs that include software and consumer electronics holdings.

The business model is a standard ETF management fee structure: revenue is generated as a percentage of assets under management, with management fees deducted from fund assets rather than charged directly to investors. Specific fee rates are not publicly disclosed. The fund is distributed through NASDAQ exchange listing and broker-dealer networks, reaching both individual investors and financial advisors. PurePlay ETFs relies heavily on outsourced partners: Exchange Traded Concepts, LLC serves as investment advisor, Solactive as index provider, FactSet as data provider, and Foreside Fund Services, LLC as distributor.

The firm is a very early-stage issuer with limited operating history. No headcount, revenue, or AUM figures are publicly disclosed. The fund's own prospectus explicitly flags New/Smaller Fund Risk, non-diversification risk, and NVIDIA Dependence Risk. A second-quarter 2026 premium/discount report shows 1 day traded at NAV, 6 days at premium, and 1 day at discount with YTD NAV return of 5.59% through June 30, 2026. The company's stated mission implies a roadmap for additional thematic ETFs covering other technology and industrial ecosystems, though no additional products have been announced.

Name

PurePlay ETFs

Legal name

PurePlay ETFs

Website

https://pureplayetfs.com

Company type

Private

Founded year

2026

Operating status

Operating

Short description

PurePlay ETFs is a Michigan-based, privately held thematic ETF issuer founded in 2026. Its sole product, the NVPS ETF on NASDAQ, uses a rules-based Solactive index and FactSet supply chain data to provide undiluted exposure to the NVIDIA AI infrastructure ecosystem for retail investors and financial advisors.

Ownership category

akta.pro rank

Product category

Thematic Exchange-Traded Funds

NAICS

Securities and Commodity Exchanges (523210), Open-End Investment Funds (525910)

akta.pro primary industry

Real Assets & Infrastructure ETFs (REITs, Infrastructure, Natural Resources) (FSAAAFAH)

Keywords

• Thematic ETFs
• Exchange-traded funds
• AI infrastructure investing
• NVIDIA ecosystem exposure
• Thematic asset management

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. ETF Management Fees: PurePlay ETFs generates revenue through standard ETF expense ratios. The fund charges management fees calculated as a percentage of assets under management (AUM). Exchange Traded Concepts, LLC serves as the investment advisor managing the fund.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

PurePlay ETFs is a thematic ETF issuer whose sole product is the PurePlay NVIDIA Ecosystem Picks & Shovels Index ETF (NVPS), listed on NASDAQ. The fund tracks the Solactive NVIDIA Picks & Shovels Index and provides undiluted exposure to companies that derive at least 50% of revenue from NVIDIA's supply chain ecosystem across six pillars: Raw Materials, Tools, Fabrication, Packaging, Infrastructure, and Connectivity. Eligibility is screened using FactSet Supply Chain Relationships data.

Product overview

PurePlay ETFs offers a single core product: the PurePlay NVIDIA Ecosystem Picks & Shovels Index ETF (NVPS). This exchange-traded fund tracks the Solactive NVIDIA Picks & Shovels Index and provides undiluted exposure to companies involved in the NVIDIA AI ecosystem supply chain. The fund focuses on six key pillars of the ecosystem: Raw Materials, Tools, Fabrication, Packaging, Infrastructure, and Connectivity. NVPS uses FactSet Supply Chain Relationships data to identify companies deriving at least 50% of revenue from NVIDIA-related supply chain activities.

Differentiator

Problem solved

Functional benefit

Brands

• NVPS ETF: PurePlay NVIDIA Ecosystem Picks & Shovels Index ETF - an exchange-traded fund that provides targeted exposure to companies in the NVIDIA AI ecosystem supply chain across six key pillars: Raw Materials, Tools, Fabrication, Packaging, Infrastructure, and Connectivity.

Products and services

• PurePlay NVIDIA Ecosystem Picks & Shovels Index ETF (NVPS) An exchange-traded fund listed on NASDAQ (ticker: NVPS) that seeks to track the Solactive NVIDIA Picks & Shovels Index. The fund targets companies with at least 50% revenue exposure to NVIDIA's supply chain across six pillars (Raw Materials, Tools, Fabrication, Packaging, Infrastructure, Connectivity), with eligibility screened using FactSet Supply Chain Relationships data. Designed for individual investors and financial advisors seeking undiluted AI infrastructure exposure.

Quantifiable outcome

• YTD performance of 5.59% as of June 30, 2026

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• SolactivecoreTechnology or Integration · 18 June 2026Solactive serves as the index provider for the PurePlay NVIDIA Ecosystem Picks & Shovels Index ETF (NVPS). The fund seeks to track the performance of the Solactive NVIDIA Picks & Shovels Index, which includes companies that play meaningful roles across the upstream and downstream value chain associated with NVIDIA's technology platform.
• FactSetcoreTechnology or IntegrationFactSet provides supply chain relationship data used to identify and screen companies for inclusion in the NVPS index. Companies must derive at least 50% of revenue from supply chain activities related to NVIDIA's operations, with FactSet Supply Chain Relationships data serving as the primary data source for this evaluation.
• Exchange Traded Concepts, LLCcoreImplementation/ SI/ Consulting PartnerExchange Traded Concepts, LLC serves as the investment advisor of the Fund, providing investment management and operational support for the NVPS ETF.
• Foreside Fund Services, LLCcoreChannel Partner/ Reseller/ DistributorForeside Fund Services, LLC serves as the distributor of the NVPS ETF. The firm is not affiliated with Exchange Traded Concepts, LLC or any of its affiliates.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Themes ETFs (formerly ETFMG): Specialist thematic ETF sponsor behind products such as the USINC JPMorgan Inclusion ETF and several technology/innovation themes, with a similarly small sponsor footprint and rules-based methodology. Directly comparable as a thematic-only ETF issuer.
• Leverage Shares: Thematic and single-stock ETF issuer with NVIDIA and AI-themed products listed on US exchanges, building a comparable niche by offering targeted exposure rather than broad market cap.
• Defiance ETFs: Thematic ETF issuer built around disruptive-tech themes (AI, quantum, single-stock disruptive tech) with advisor-targeted content marketing — a near-template overlap with PurePlay's positioning.
• Roundhill Investments: Thematic ETF issuer founded on branded 'picks and shovels' and theme-driven ETFs (e.g., AI, generative AI, metaverse). Mirrors PurePlay's niche-leadership, single-theme-product DNA and advisor-focused content marketing.
• Tuttle Capital Management: Specialist active and thematic ETF sponsor with a flagship NVIDIA-focused ETF, comparable to PurePlay as a niche sponsor competing for the same concentrated AI/NVIDIA allocator wallet.
• GraniteShares: Independent thematic ETF issuer with a dedicated NVIDIA-themed ETF product line and a content-led, advisor-targeted distribution model, closely overlapping PurePlay's NVIDIA-focused pick-and-shovels thesis.

Broad incumbents

• Global X Funds: Large established thematic ETF sponsor (AI, cloud, semiconductor) with significantly greater scale and distribution. Overlaps with PurePlay as a competitor in AI-thematic/AI-infrastructure funds, but with a broader portfolio and brand.
• Direxion Shares ETF Trust: Long-established leveraged and thematic ETF sponsor with AI and semiconductor-related products. Competes with PurePlay for thematic AI allocation while operating as a broad, multi-strategy issuer.

Emerging players

• Pacer Funds: Independent US ETF sponsor known for rules-based, methodology-driven funds (cash cows, trendpilot, AI-related themes). Comparable as a small-to-mid sponsor built on custom index partnerships, similar to PurePlay's Solactive/FactSet chassis.

Others

• Exchange Traded Concepts, LLC: White-label ETF investment advisor that manages, services and launches third-party-branded ETFs — including PurePlay's NVPS. Functionally comparable as an operating platform for thematic ETF issuance, and PurePlay's parent advisor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/PurePlayETFs
• LinkedInlinkedin.com/company/pureplayetfs

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 PurePlay ETFs