Advisors are increasingly turning to ETFs, with 168 ETFs seeing over 90% growth in advisor adoption this year. AI strategies, crypto, defense tech, and fixed-income products were popular choices. However, some ETFs struggled to gain traction, highlighting the need for targeted marketing efforts to attract investors.

Top-performing ETFs in 2025 included the iShares AI Innovation and Tech Active ETF (BAI) up 23%, Global X Defense Tech ETF (SHLD) up 75%, and NEOS Nasdaq-100 High Income ETF (QQQI) up 4%. Meanwhile, the iShares Ethereum Trust ETF (ETHA) lost 15% and the BondBloxx Bloomberg 10 Yr Tgt Duration US Trsy ETF (XTEN) returned 3%.

Advisors also showed interest in ETFs like Fundstrat’s Granny Shots ETF (GRNY), VanEck’s Uranium and Nuclear ET (NLR), and Defiance’s Quantum ETF (QTUM), which track various investment themes. Despite the popularity of some ETFs, 325 ETFs did not see increased adoption, emphasizing the importance of targeted marketing efforts to attract investors.

Read more at Yahoo Finance: Advisors’ Favorite ETFs of 2025