ETF adoption inside the RIA channel continues to evolve, and the firms gaining traction are not always the largest providers.

New analysis from the 2026 RIA ETF Trends Report highlights the ETF issuers experiencing the fastest growth in the number of RIA allocators between Q4 2024 and Q4 2025. Rather than measuring AUM, the ranking focuses on year over year growth in RIA adoption, offering a clearer view of distribution momentum.

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Several themes stand out from the data.

ETF Growth Is Being Driven by Newer Distribution Entrants

Some of the fastest growing issuers are firms still expanding their ETF footprint within the advisory ecosystem. Fundstrat and NEOS Funds, for example, posted the highest percentage growth in RIA allocators over the past year.

This pattern reinforces a broader trend inside the RIA market. Advisor adoption is not only expanding among established ETF providers but also opening opportunities for newer entrants that bring differentiated strategies or targeted distribution efforts.

As discussed in our broader ETF analysis in the 2026 RIA ETF Trends Report, growth within RIAs is increasingly driven by firms that are successfully building relationships with advisors rather than relying solely on brand recognition.

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Traditional Asset Managers Are Scaling ETF Adoption

While newer ETF issuers appear prominently in the rankings, established asset managers are also accelerating their presence in advisor portfolios.

Morgan Stanley and BlackRock Fund Advisors both appear among the fastest growing issuers by RIA adoption. Their inclusion highlights how traditional asset managers can scale ETF usage rapidly once they prioritize the wrapper within their broader product strategy.

For RIAs, ETFs remain an increasingly central building block for portfolio construction across asset allocation, income strategies, and thematic exposures.

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Differentiated Strategies Continue to Win Share

Many of the fastest growing issuers offer ETFs designed for specific portfolio roles rather than broad index exposure. Income oriented strategies, thematic funds, and outcome driven products are increasingly attracting advisor interest.

This trend reflects a broader shift in how RIAs use ETFs. Rather than simply replacing mutual funds or passive exposures, advisors are increasingly integrating ETFs to solve specific portfolio objectives.

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Competition for RIA Mindshare Is Intensifying

ETF usage among RIAs is already widespread, which means growth increasingly comes from winning incremental advisor relationships rather than entering the market for the first time.

That dynamic makes distribution strategy, advisor education, and targeted outreach increasingly important for ETF issuers seeking to expand their footprint in the RIA channel.

Understanding which firms are gaining adoption momentum provides valuable insight into how ETF competition is evolving across the advisory ecosystem.

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Explore the Full ETF Adoption Trends

The analysis above represents just one slice of the broader ETF adoption patterns across RIAs.

For a deeper breakdown of portfolio construction trends, issuer adoption patterns, and advisor allocation behavior, read the full 2026 RIA ETF Trends Report.

Or explore the data directly inside AdvizorPro to identify which advisors are allocating to specific ETF issuers across the wealth management landscape.

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