Sales & Marketing | 10.26.26

Inside Wirehouses' Active ETF Boom

by: Daniel Gil

Active exchange-traded fund (ETF) assets on advisory platforms at Merrill Lynch, Morgan Stanley, UBS and Wells Fargo reached $127 billion by June 2026, up 70% year over year. Morgan Stanley led with $54.6 billion, while Wells Fargo recorded the fastest growth at 95%. Rising investor demand, tax efficiency and broader product availability are driving adoption. Meanwhile, wirehouses are expanding revenue-sharing arrangements and introducing platform support fees. Industrywide, active ETF assets climbed 80% to more than $1.8 trillion.

Read the full article on Financial Advisor IQ