September was another active month for ETFs, with dozens of new funds debuting across leveraged, equity, fixed income, and thematic categories. According to ETF.com, issuers continued to focus on specialized, high-conviction strategies, a trend highlighted in our Q2 2025 ETF Trends Report.

From Tradr’s multi-fund rollout to City Different Investments’ latest thematic ETF, the pace of innovation shows no signs of slowing.

Who Led ETF Launches in September

Several issuers stood out for the volume of their new products:

• Tradr ETFs led the month with seven launches
• ProShares followed with four new ETFs
  
  
• Nuveen, Eventide Asset Management, GraniteShares, and REX each added three funds
  
  

Just a couple weeks ago, City Different Investments joined the lineup, extending its record of distinctive, theme-driven products. The firm’s continued focus on niche, conviction-based ideas reflects the broader shift toward differentiated offerings.

Fastest-Growing ETF Categories

At the sector level, leveraged and inverse ETFs led September with 19 new launches, underscoring investor demand for short-term tactical tools.

They were followed by:

• Broad equity ETFs: 12 launches
  
  
• Fixed income ETFs: 7 launches
  
  

A number of thematic funds also stood out, especially those tied to artificial intelligence, defense, and drone technology, reinforcing how innovation continues to drive ETF product design.

This data was sourced from ETF.com, a leading authority on ETF analytics and industry reporting. Their launch tracking and analysis help investors and issuers stay informed about the latest developments in ETF innovation.

These patterns align with findings from our  2025 RIA ETF Trends Report, which noted issuers’ growing focus on mission-driven, differentiated strategies to capture advisor and investor attention.

What It Means for Issuers and Advisors

ETF issuers are emphasizing agility and creativity in product design. The wave of launches in specialized categories highlights the need to stand out in a crowded market.

For advisors, the expanding universe of ETFs offers new tools to express conviction, especially for those managing customized models or tax-aware, values-driven portfolios.

Platforms like AdvizorPro help issuers and asset managers track advisor adoption, identify distribution opportunities, and connect with RIAs best aligned to their strategies.

Navigating the ETF Landscape with AdvizorPro

As new funds continue to enter the market, understanding who is engaging with your ETFs and which RIAs are showing interest is critical.
AdvizorPro’s TrafficIQ visitor tracking reveals which advisors are visiting your site in real time, giving distribution teams actionable data to guide outreach and prioritization.

Stay Ahead of the Trends

ETF innovation isn’t slowing down. The firms that know where advisor attention is flowing will have a measurable edge.

See which RIAs are engaging with your firm right now. Start your free trial to learn how AdvizorPro helps ETF issuers and asset managers connect with the right advisors faster.

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