Alexandra Levis, President and Founder of Arro, recently sat down with Doug Yones at NYSE to share her insights on the ETF Central podcast, diving into the dynamic world of ETFs, the impact of digital marketing, and best practices in public relations for the asset management space.

Alex discussed how the ETF industry has a more modern identity than the rest of financial services. She addressed how social media and digital marketing have revolutionized the ETF industry, making it essential for professionals to stay ahead of rapidly changing trends. She emphasized the importance of a strong visual identity, noting how the financial sector has shifted from dull, traditional branding to vibrant, eye-catching designs that enhance user experience.

Reflecting on her journey into ETFs, Alex shared the story behind Arro’s unique logo, symbolizing the firm’s commitment to innovation. She also highlighted the critical role of public relations in the ETF ecosystem, advising issuers to engage with PR agencies early in their development to craft a clear, compelling message.

Looking ahead to 2024, Alex predicted a rise in influencer marketing, greater impact of social media, and significant growth in retail investors—especially in Europe and South America. She also noted the ongoing trend of mutual funds converting to ETFs, signaling a major shift in the industry.

For more on these insights and Alex’s predictions for the future of ETFs, tune in to the full podcast episode here.