As the Trump administration takes office, ETF issuers face an environment marked by both uncertainty and opportunity.
Although many questions remain about which legislative measures will actually materialize, early signs suggest the ETF industry is poised to benefit from several promising tailwinds. The Trump administration’s focus on deregulation will likely pave the way for a proliferation of more complex and innovative financial products. Reduced oversight could streamline the approval process for ETFs, enabling issuers to launch new and sophisticated strategies, such as leveraged products, sector-specific funds, or thematic ETFs.
With a pro-crypto stance and leadership changes at the SEC, the Trump administration hopes to create a favorable environment for crypto-related ETFs. Since former SEC Chair Gary Gensler left office on Friday, more than 30 crypto ETF filings have been submitted, ranging from Solana futures ETFs to XRP-related products. This trend is expected to accelerate as regulatory clarity improves, opening the floodgates for mainstream crypto adoption in ETFs.
Trump’s policy agenda is poised to create tailwinds for several sectors, including energy, manufacturing, and infrastructure. Increased U.S. energy production, tariffs, and investments in domestic manufacturing, as well as potential infrastructure spending, create significant opportunities for ETFs targeting these themes.
Here’s how ETF issuers can employ three key tactics to thrive.
Always-On Media Relations
Tidal Financial Group’s Michael Venuto speaks on CNBC about President Trump’s crypto agenda.
The fast-paced and unpredictable nature of the Trump administration’s policies makes an “always-on” media strategy essential. ETF issuers need to stay prepared to react quickly to breaking news, such as executive orders, regulatory changes or new legislation. Strong relationships with financial journalists are necessary to earn opportunities for consistent and timely coverage.
Michael Venuto, Chief Investment Officer at Tidal Financial Group and a client of Gregory FCA, stands out as a prominent voice in exploring the impact of the Trump presidency on the ETF industry since November. Venuto sets a great example with expert commentary and thought leadership that ties products to relevant policy developments. Issuers and industry players who can mobilize quickly will maintain visibility and credibility in the 24/7 news cycle.
Compelling Content Development
Want to draw attention with your content? Make sure it matters to your audience.
At the outset of Trump’s second term, ETF issuers should focus on highlighting their product’s unique features and aligning them with emerging market trends. This includes creating blogs, whitepapers, and videos that simplify complex investment strategies for retail investors and financial advisors. Additionally, educational campaigns tailored to current market conditions and policy impacts can solidify issuers as thought leaders and trusted sources of commentary. As an example, Gregory FCA client TappAlpha created a timely blog on how investors can leverage options strategies amid ongoing election volatility.
Strong Social Media Presence
A robust social media strategy amplifies messaging and keeps your ETF top-of-mind with investors. Platforms like LinkedIn and Twitter/X are ideal for sharing thought leadership, fund updates, and industry insights. To maximize engagement, issuers should use visually appealing content such as infographics and videos. Issuers can share product-specific content—like VistaShares’ posts highlighting the benefits of AIS at the beginning of the AI supercycle—or provide thought leadership content, similar to updates provided by the Westwood ETFs team. Consistently tying social media posts to relevant themes, market trends, and product differentiators can build an engaged and informed audience.
The Trump administration’s policies open the door to major opportunities for ETF issuers. To make the most of those opportunities, you’ll need a communications strategy that can turn on a dime.