Alexandra Levis, President and Founder of Arro Financial Communications, recently joined Nate Geraci on the ETF Prime podcast to explore what’s working—and what’s not—for ETF issuers trying to stand out in an increasingly crowded market. The conversation centered around the importance of education, transparency, and digital engagement, with Alexandra emphasizing that successful issuers are those who take an integrated, holistic approach to marketing—combining earned, owned, and paid media for maximum impact. For those with limited budgets, she highlighted earned media as the most cost-effective tactic, noting that PR retainers often yield strong ROI when managed effectively.

Alex outlined the “Digital Media Trifecta”:

• Earned Media – third-party press coverage that builds credibility
• Owned Media – original content like blogs, newsletters, and social posts
• Paid Media – ads and sponsorships that amplify messaging

She stressed that aligning all three under a cohesive message and aesthetic is key to maximizing reach and engagement. She also noted the subtle but important distinction between ETF issuer branding, which focuses on products, and executive branding, which helps establish authority and trust by putting leadership in the spotlight through podcasts, TV, and thought leadership.

Alex also highlighted the value of clear, strategic storytelling and early PR planning. With hundreds of ETFs on the market, she emphasized that generic outreach won’t cut through the noise—issuers must be intentional, visually compelling, and aligned across teams to succeed.

Looking ahead, she sees continued growth in thematic ETFs and stronger convergence between PR, media, and marketing as firms evolve how they position and promote their products.

For more on Alex’s strategies and her take on the future of ETF communications, listen to the full episode here. Alex’s segment kicks off at minute 29.