The digital revolution is powering the next big leap in ETF growth and innovation in the asset management industry. Technology developments are impacting how investors access investments and transforming the operating models underpinning the ETF industry.

The key takeaways

• Global ETF assets under management (AuM) reached US$19.5 trillion at the end of 2025. More than a third of survey respondents are expecting global ETF AuM to reach US$35 trillion or even higher by June 2030.
• Product innovation is accelerating, with global active ETF AuM expected to more than double to at least US$4 trillion by 2030, alongside growing demand for digital asset ETFs.
• Distribution and operations are being reshaped, as tokenisation and 24/7 trading capabilities open new retail channels and streamline settlement and liquidity.

Drawing on the findings from a survey of 72 executives from around the world, “ETFs 2030: Capitalising on disruptive innovation” explores the latest trends and future outlook in a fast expanding and evolving Exchange-Traded Fund (ETF) market.

What comes through strongly in our survey findings is how well-placed ETFs are to benefit from today’s rapid and far-reaching technological advances. The transformative potential of artificial intelligence (AI), tokenisation and other disruptive technologies spans products, distribution, and operations. Examples range from interactive investment apps and low/no fee trading to hyper-personalised model portfolios and tokenised fractional ownership.

The ETF managers out in front are capitalising on innovation to diversify product ranges, deepen retail penetration, and connect with digital-native millennial and gen Z investors, many of whom already have a strong preference for ETFs.

In an increasingly competitive ETF marketplace, operational modernisation is enabling the front-runners to sharpen differentiation and deliver more for less.

Source: PwC