Active ETFs may seem contradictory to investors, so ETF providers have a built-in challenge to tackle them.

While still a relatively small segment of the overall ETF market, when considered in the context of funds introduced since 2008, active ETFs have played a larger role, with Strategic Insight finding that their assets comprised 7% of the assets of all ETFs launched in the U.S. during that period. With active ETFs becoming a critical growing segment of the ETF market, they can be significantly leveraged by mutual fund managers if they can overcome some key marketing and operational challenges.

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