Traditional firms face a number of cultural challenges in their efforts at increasing their distribution. Some are not keen to develop strategies designed to appease the market, so expanding board education on ETF distribution trends can be a useful measure to address reluctance about launching the funds, according to Ryan Sullivan, vice president of global ETF servicing at Brown Brothers Harriman.

“What we’re seeing is sort of a fundamental shift in the outlook of ETFs at large,” Sullivan said in an interview with Money Management Executive.

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