While it has been difficult to track just who has driven the record-breaking trading in ETFs over the past few years, the industry has long known that its investors are a mix of institutional and individual investors. What hasn’t been as well reported, however, is that of those individual investors, nearly two-thirds are purchasing these funds on their own—whether they have an advisor or not.

That’s the most recent news from Cogent Research, for which it interviewed 4,000 investors with $100,000 or more in investable assets last October.

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