We began consulting with a select group of financial advisors, learning about their current workflows for fund screening and portfolio construction. They were being asked questions about how to trade ETF products, how they compared to their current funds, and how they fit into their portfolios. In our continued work with ETF issuers, it became apparent that the tools we were creating were used to answer inbound requests that wholesalers were receiving from financial advisors. The liquidity tools, which include our TruLiquidity ETF scoring, quickly expanded to include more tools to help answer complex quantitative questions for ETF issuers. They set out to develop tools for the distribution and capital markets teams at ETF issuers, to help them better position their products. ![]() In 2017, a group of market makers and traders realized there was a huge gap in the analytics market when it came to analytics around ETF liquidity.
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