Deborah Fuhr, one of the most influential voices in the global ETF ecosystem, recently spoke with our Associate Director Amisha Mehta. As the founder of ETFGI and Women in ETFs, she has helped shape the industry’s data, dialogue, and diversity. Through ETFGI and Women in ETFs, she champions both education and equity. This interview also appears along with in-depth ETF marketing strategies and takeaways in our newsletter, ETF Marketing Memo. Sign up here!
Women in ETFs plays a pivotal role in increasing representation and visibility for women in the industry. How have you seen diversity and inclusion evolve in the ETF space, and what challenges still remain?
Since we launched Women in ETFs in 2014, we’ve grown to 38 chapters globally and more than 12,500 members, 21% of whom are men. Our sponsors include over 50 firms committed to DEI, and we’ve built a strong foundation of mentorship, networking, and education. One standout initiative is our annual bell-ringing partnership with stock exchanges for International Women’s Day. This year we held 13 bell-ringings across 11 exchanges in EMEA alone. But what I’m most proud of is the grassroots leadership we’ve fostered – 90+ women volunteers across committees and chapters in EMEA, helping run our events and mentoring programs.
There’s still work to do, particularly in reaching younger professionals and growing our footprint in newer ETF markets, but the momentum is real.
What makes ETF marketing effective in today’s environment?
Issuers need to explain in plain language how a product works and when it’s relevant. During COVID, the rise of social media and virtual events changed how we engage with investors, and those tools are now core to any marketing strategy. Whether it’s a webinar or a conference stage, the delivery matters. You need strong communicators who connect, educate and build trust. And once you’ve captured interest, staying visible and consistent is critical.
How can issuers use thought leadership more strategically?
At its best, thought leadership gives issuers a chance to explain what they stand for, how their strategies work, and why they’re relevant, especially when products go beyond traditional benchmarks. With more innovation in the space, we owe it to investors to educate clearly and transparently. Content should be consistent, relevant and aligned with a clear message. Whether it’s live events, digital commentary or podcast appearances, issuers should think holistically about how they’re showing up, and where.
With ETFs continuing to gain traction among retail and institutional investors, what trends do you see shaping the industry in the next few years?
We’re seeing tremendous momentum. At the end of April 2025, the global ETF industry marked its 71st consecutive month of net inflows over nearly six straight years, with over $450 billion in flows during Q1 alone, a new quarterly record. There are few things driving this that are worth noting.
Retail and advisor adoption in the U.S. continues to lead, in part because there’s no commission to trade ETFs and people are already familiar with mutual funds through 401(k)s. Media are also playing a part in the growth of ETFs. Platforms like CNBC routinely reference ETFs when covering sectors, themes or market events. That visibility matters.
Active ETFs are another big shift, particularly in the U.S. Advisors are pushing for conversions, moving mutual funds, SMAs, and even private strategies into the ETF wrapper because of the tax efficiency, cost benefits and flexibility that ETFs offer.
In Europe, growth comes through savings plans, especially in Germany, and government incentives encouraging retail participation over cash savings. But there’s still a big need for financial literacy. I’d love to see every new parent walk out of the hospital with a starter investment guide and an ETF account for their child. ETFs are uniquely suited for that: low cost, accessible, and used by institutions and individuals alike. They are the most democratic investment product we have.
What’s your best advice for new issuers trying to build awareness and scale?
Start with a clear understanding of your target audience: institutional, advisor, or retail – and which markets you’re trying to reach. Geography matters: where you list, cross-list, and how you engage with local exchanges and platforms can determine your success. Work closely with market makers and authorized participants to ensure liquidity and proper trading support. Make sure your sales team is trained to educate investors on the full picture – what the ETF does, plus how and when to trade it. Avoid overreliance on one distribution channel. And finally, ensure your marketing and sales plans are aligned. It’s not just about launching a fund, it’s about building a sustainable brand.