Seeing the future before it happened

The history of San Diego, CA-based ETFguide dates back to the early 2000s when we had a hunch ETFs were poised for massive growth.

Back then, the ETF industry managed under $100 billion globally and ETFs accounted for less than 1% of trading volume. Fast forward to now: ETFs have amassed over $10 trillion globally, with the U.S. alone accounting for more than half of that amount.

Needless to say, we were right about ETFs. They have grown from a Wall Street novelty into a mainstream powerhouse, and the rest is history!

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What we do

Investors and Traders

Tools for individual financial growth

We offer a breadth of original series programs, online courses, guides and financial tools. Everything we do is designed to enhance the investor’s skillset with the goal of improving bottom line results.

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Investment Firms

Marketing solutions for investment firms

We offer a collaborative approach with robust marketing solutions designed to increase awareness, authority and AUM.

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Advisors

Research for financial professionals

We offer timely research and education that enhances practice management and growth.

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Our Commitment

Financial markets have four general trends: Up, down, flat and volatile. No matter the trend, we’re committed to helping our audience successfully navigate all market cycles. This is what our very brand embodies.

ETF Guide

ETF landscape transformation

Today, we have the largest streamed ETF platform with our original series programs syndicated at Apple TV, Amazon Fire TV, Roku and YouTube, along with major podcasting venues Apple Podcasts and Spotify.

Additionally our ETF research is available to financial advisors, brokerage clients and terminal users at Bloomberg, Interactive Brokers, FactSet and LSEG.

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Original Series Hits

7M+

Exclusively produced shows from our originals including ETF Battles, First Look ETF, Metals in Motion and others.
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Investor community

100K+

Active investors and traders using our research and tools.
Market dominance

35+

Top-level ETF web domains secured, establishing our unparalleled digital presence.
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FAQs

Answers to common questions about ETFguide and our investment approach

What exactly is ETFguide, and what is your primary focus?

ETFguide is dedicated to providing independent research and actionable insights on Exchange-Traded Funds (ETFs). Our mission is to enhance investor skills, simplify complex investment concepts, and deliver timely analysis on market trends, new product launches, and the strategic use of ETFs in a portfolio. We offer market commentary, educational guides, original series videos, online courses and analysis tools.

What's the biggest risk when investing in ETFs?

While market risk (the underlying assets dropping) is the largest, there are other crucial risks, such as tracking error (the ETF underperforming its benchmark) and liquidity risk (difficulty selling your fund). For help with navigating portfolio risk, enroll in our online class "Safety: A Guide for Investors."

How do I choose the right ETF for my portfolio?

The ETF selection process starts with 1) Identifying your investment goal (Ex: Growth, income, etc.), 2) Understanding which bucket within your overall investment portfolio (core, non-core or safety) your ETF is assigned to, 3) Making sure the cost for acquiring and owning the ETF is reasonable, and 4) Ensuring the money you've invested in the ETF matches your comfort level. For help with building your investment portfolio, enroll in our online classes.

Is the information on ETFguide personalized financial or investment advice?

No. The content published by ETFguide is for informational and educational purposes only. It should not be construed as personalized financial, tax, or investment advice. We provide analysis and research to help you make informed decisions, but you alone are responsible for all of the financial and investment decisions you make.

Is this website for individual investors, financial professionals, or both?

Our resources cater to multiple audiences: 1) Individual Investors and Traders: Those seeking to deepen their understanding of ETFs and navigate the financial markets more effectively. 2) Financial Professionals: Advisors and RIAs seeking to deploy ETFs on behalf of investment clients. 3) Asset managers and ETF firms: We deliver content marketing solutions for product discovery and lead flow with the goal of growing assets under management (AUM).

How does ETFguide select which funds or topics to cover?

Our editorial focus is driven by investor demand, market trends, and educational value. While we may accept advertising or sponsored content from investment firms (which is always clearly disclosed), our core research and editorial analysis remain independent.

Need more information?

Our team is ready to help you navigate your investment journey