Allianz
Allianz Investment Management expanded into the ETF market with a strategic communications program that built brand credibility and helped grow assets to over $4 billion.
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ETF
In a crowded ETF landscape, you need more than tickers and factsheets. Gregory crafts compelling narratives around fund strategy and key differentiators in a way that elevates your overall message and delivers meaningful results. Having supported hundreds of ETF launches over the years, our team offers an intimate understanding of the ETF landscape and the most impactful media contacts. Whether it’s your first fund launch or you’re an established manager, our team can serve as extension of your marketing efforts delivering everything from launch communications to consistent thought leadership, high-caliber media, and AI-optimized visibility strategies.
What We Help Clients With
- Brand strategy, messaging, and positioning
- Media training for executives and subject matter experts
- Thought leadership and content development
- Top-tier and trade media outreach
- Awards and speaking engagements
- Crisis communications and reputation management
- Event communications
- Website development
- Creative Collateral
- Video Production
- Social Media Strategy and Execution
- Digital Marketing
- Investor Marketing and Engagement
400+
New ETF launches
50+
Issuers supported
23
Years of industry experience
Case Studies
Pacer ETFs
Pacer ETFs optimized its paid search strategy through a comprehensive, data-driven SEM overhaul that increased impressions by 26%, clicks by 27%, reduced CPC by 12%, and improved CTR by 1%.
Learn MoreClients We’ve Worked With
FAQ
The ETF market is intense. With thousands of products and new launches every year, being visible matters.
A PR firm helps you tell your story, build trust, and differentiate your fund or service in the crowded ETF arena. It’s not enough simply to launch an ETF — the market must understand why yours is different, credible, and timely.
You should consider firms that:
- Understand the ETF ecosystem (issuers, index providers, administrators, platforms) and can speak the language.
- Have experience working with regulated financial products and markets.
- Have media relationships in both broad business and niche ETF/trade outlets.
- Can align message development, compliance, launch timing, and lifecycle support (not just “one and done”).
- Demonstrate measurement of results — exposure, credibility, investor attention, coverage in desired channels.
Several points:
- The volume of ETFs is growing fast, making standing out harder.
- Investors and intermediaries often search for thematic, niche, or innovative funds; clarity and story matter.
- Media channels are fragmented and more specialized, so PR must reach across outlets, not rely on one hit.
- Launch phase and lifecycle management (AUM growth, flows, narrative maintenance) are key — so timing and message consistency matter.
Because ETFs are often complex (structure, strategy, index, active vs passive). If your target investor or advisor cannot quickly grasp what you offer, you lose attention. A clear story builds trust. Ambiguous or jargon-heavy messaging often fails.
PR supports the launch by:
- Crafting a compelling headline/big idea that resonates with media, advisers, and investors.
- Timing announcements, exclusives, trade coverage, commentary, and thought-leadership around launch.
- Aligning with digital, SEO, social, and content strategies (since many investors begin online).
- Helping the issuer manage stakeholder communications, including index provider, sponsor platform, trustees, and distribution network.
- Regular media placements and commentary (not just “launch and done”).
- Thought leadership: bylined articles, podcast appearances, speaking engagements.
- Awards, recognition, and rankings in the ETF community.
- Content that supports SEO and digital visibility so investors/advisors find you when searching.
- Reputation management and monitoring because the space moves quickly and missteps can harm credibility.
Look for metrics tied to actual business goals:
- Coverage in target outlets (business media, trade/ETF press, advisor channels).
- Message pull-through (are your key differentiators being quoted?).
- Increase in inbound interest: meetings, asset flows, advisor leads.
- Website traffic to your ETF pages, search rankings for your fund’s strategy.
- Share of voice vs peer ETFs.
- For launch: how quickly you attracted AUM or advisor commitments after coverage.
They must be integrated. The investor/advisor journey often begins online: search, articles, social, advisor networks. Digital marketing tactics — SEO, GEO, content marketing, social engagement — amplify PR coverage. PR builds credibility, digital ensures discoverability. Together they drive awareness and lead-flow.
In a product world like ETFs, reputation matters. If your fund misses expectations, the market changes, or there’s regulatory/structural news, you need:
- Prepared materials: Q&A, spokespeople, rapid response.
- Monitoring of media sentiment and advisor reaction.
- Consistent messaging across all channels to preserve trust.
- Proactive outreach before issues escalate. Experienced PR firms know the channels, the timing, and the audience.
Because we bring deep ETF experience, know the players, know how media covers ETFs, and know digital/demand side dynamics.
We have supported more than 400 ETF launches and issuers. We speak both product and distribution language, and know how to engage business, trade, advisor media, as well as how to integrate PR with content, digital, reputation, and lifecycle support.
We match the complexity of the ETF world with a hands-on approach — and that means better visibility, stronger credibility, and increased asset/flow opportunities.