With an increasing number of fund companies offering actively managed exchange-traded funds, including John Hancock, T. Rowe Price and PIMCO, this could be the new hot mutual fund category, some executives told Seeking Alpha.

Although there are currently 15 active ETFs from seven companies available, filings with the Securities and Exchange Commission indicate that’s about to jump to 40 active ETFs from 15 companies.

One of the key reasons companies may be queuing up active ETFs is an expected backlash against 12b-1 fees.

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