Although Barclays Global Investors runs $301 billion in exchange-traded fund money through 137 funds— commanding a 60% share of the $500 billion ETF market—Vanguard and State Street are launching new products and marketing campaigns to catch up, Reuters reports.

For its part, with $102 billion in assets and 59 ETFs, State Street has a 20% market share and, with $30 billion and 32 ETFs, Vanguard a 6% market share. But they are the second- and third-runners up in the ETF market in the U.S. and believe they can close in on Barclays.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.