In our inaugural Q&A, Gregory FCA’s SVP Caitlyn Kardish speaks with Claire du Plessis, SVP of Marketing at Tidal Financial Group—the leading ETF investment and technology platform facilitating the creation, operation, and growth of ETFs, supporting over 199 funds with more than $30 billion in AUM. Claire brings a wealth of experience across industries to her role in the ETF space, where she helps issuers navigate the complexities of launching and growing funds.
1. You’ve had a diverse career in marketing across different industries. What ultimately led you to the ETF space, and how has that experience shaped your approach to marketing in the industry?
You could say that ETFs found me. When I had the opportunity to enter this space, the sheer growth potential was too compelling to ignore—and it’s a decision I’m incredibly grateful for. I’ve always been drawn to industries that are rapidly evolving and driven by creative thinking. ETFs embody that energy; they’re the rocket ship of the investment world, revolutionizing access to markets in innovative ways.
My experience across industries has shaped my approach to ETF marketing in two key ways. First, it reinforced the importance of differentiation—standing out in a crowded space with a clear, compelling story. Second, it underscored that distribution is just as critical as product innovation. ETFs don’t follow the traditional investment marketing playbook, and that’s where strategic, digital-first marketing becomes a true game changer.
2. Tidal has positioned itself as ‘The ETF Masters,’ working with issuers across the full spectrum of launching and growing ETFs. A key part of this is the Smart Growth Program, designed to help issuers scale effectively. How does Tidal collaborate with issuers to bring their funds to market, and what role does the Smart Growth Program play in supporting growth and differentiation?
In many parts of the investment industry, marketing is often an afterthought—a tier-two or tier-three priority. But in ETFs, it’s front and center, right alongside product development. A successful go-to-market strategy for an ETF is fundamentally different from traditional investment products, which is why so many issuers wonder: Where’s the handbook?
Tidal’s Smart Growth Program provides that strategic framework. We empower issuers with deep market insights, a curated channel mix, and a structured approach to brand-building—helping them create not just differentiated ETFs, but distinctive ETF brands. The program helps issuers navigate the “why, how, and where” of ETF marketing, ensuring they’re positioned for long-term success in an increasingly competitive market.
3. ETF marketing has evolved significantly over the years. What trends are you seeing today that ETF issuers should be paying attention to, particularly in digital marketing and advisor engagement?
The world has fundamentally changed and so has the way we market ETFs. Digital-first strategies are essential. But being “digitally led” is just the starting point. The real opportunity lies in crafting a compelling investment story and delivering it with precision.
The most effective ETF marketing today is about high-quality context meets content moments—where the right story reaches the right audience at the right time. This means leveraging a mix of performance-driven digital advertising, strategic advisor engagement, and brand-building initiatives that go beyond just product features. ETFs are built on innovation, and marketing them successfully requires the same level of creativity and bold thinking.
4. Many issuers struggle to break past the $100M AUM milestone. What are the biggest challenges ETF marketers face in driving inflows, and what strategies have you seen work best in overcoming these hurdles?
Reaching the $100M AUM milestone is a critical inflection point, and issuers who find themselves stuck should take a step back and ask:
- Product-market fit – Does the product design align with current investor demand? Are there adjustments that could strengthen its appeal?
- Market conditions – Is this a case of bad timing? Some ETFs need to wait for the right market environment before marketing efforts can gain real traction.
- Brand awareness – Is the ETF sufficiently visible, or is it getting lost in the noise?
- Investment story – Is the narrative clear, distinctive, and relevant to the target audience?
- Audience targeting – Has the investor audience been properly defined, and is marketing aligned to their needs and behaviors?
- Channel mix – Are the most efficient and impactful distribution channels being used effectively?
There’s no silver bullet, but the key is commitment and consistency. Success comes from getting the strategic mix right. Your strategy must combine brand-building, digital execution, and targeted advisor engagement to build momentum over time.
5. For those looking to launch or scale an ETF, what are the most important marketing priorities they should focus on from day one? Any common mistakes to avoid?
The most important takeaway is this: A distinctive and relevant investment story, delivered in the right environment (context) with the right message (content), to the right audience.
Marketing an ETF requires long-term commitment. Many issuers make the mistake of expecting immediate results or relying too heavily on performance-driven tactics without building brand equity. The ETFs that succeed are the ones backed by a well-defined, strategically executed marketing plan—one that ensures their story reaches the right investors in a meaningful and engaging way.