Key Takeaways
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ETF adoption has broadened considerably, with net inflows for 15 consecutive years
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Sector flows have concentrated heavily in technology amid the AI boom
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Active ETFs are capturing a flow share well above their asset base
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Investors may be favoring the ETF wrapper for active exposure due to transparency, liquidity, and cost profile
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The ETF structure has historically offered tax efficiency advantages
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Custom baskets may serve as a portfolio management tool, not just operational plumbing
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On-screen volume may not fully reflect an ETF's available liquidity
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ETFs have, at times, helped investors transact during stressed markets
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Fixed income may represent a meaningful growth opportunity for active ETFs
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Municipal ETFs are an emerging area, developing largely active-first
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Frequently asked questions
The Guide to ETFs is a slide based publication from J.P. Morgan Asset Management, part of its ETF Insights program, that translates the ETF market into a curated set of charts and data visualizations — spanning market structure and growth, active and passive adoption, the fixed income ecosystem, flows and trends, ETF investing principles, and trading practices. It is designed to help clients understand the industry and support investment decision making.
The Guide to ETFs is for all investors and financial professionals. J.P. Morgan Asset Management designed the content so each group takes away something useful, whether you are looking to understand what you own, support client portfolios and conversations, or assess ETFs within a broader allocation framework. Because the Guide moves from foundational principles through to trading practices, you can engage with it at the level of detail you need.
The Guide to ETFs gives you a single, objective reference for understanding exchange-traded funds rather than piecing one together from scattered sources. J.P. Morgan Asset Management built it around clear, data-driven charts that create a common factual foundation for educating clients, framing investing conversations, and grounding portfolio decisions.
The Guide to ETFs is refreshed each quarter, when the ETF Insights team revises the pages and charts in response to changes in ETF themes and industry developments. The underlying data is also updated monthly, and the Guide is available in monthly and quarterly versions for download so users can choose the cadence that best fits their needs.
The Guide to ETFs is produced by a team of ETF experts within the ETF Strategy, Product Development and Capital Markets teams at J.P. Morgan Asset Management, drawing on the firm’s own research and insights alongside reputable third-party data providers, and each chart cites its source in the footnotes.
Yes. J.P. Morgan Asset Management builds the Guide to ETFs as a shared reference, and you can pull individual slides into meeting presentations, investment committee materials or written commentary. Include the specific disclosure pages from the back of the book alongside any slides you use. Slides may not be altered; J.P. Morgan Asset Management branding must not be removed, and the firm must receive credit for the information presented.
Yes. J.P. Morgan Asset Management makes the Guide to ETFs available at no cost through its website and Insights app, where you can view it online or download the full Guide. Certain interactive features and more detailed materials may require a login.
The Guide to ETFs is available through J.P. Morgan Asset Management’s ETF Insights hub, where you can view the interactive slide book or download the full Guide. It is also available in the J.P. Morgan Asset Management Insights app. Companion publications — the *Guide to the Markets*, the *Guide to Alternatives* and the *Guide to Retirement* — sit within the broader Insights program.