Is it crazy to launch an ETF business nowadays?

What do Coinshares, Wisdomtree, Invesco, UBS, SSGA all have in common? They all recently cut fees in order to remain competitive. Not so long ago, pundits were claiming the ETF price war was over. Well, we guess not.
Obviously this is music to the ears of investors, but must feel like a kick in the nuts for the managers.

Why build an ETF business when you can simply buy one?


Firms are simply apprehensive in building it themselves and screwing it up and so are content to pay more to ensure this scenario does not materialise. Building it yourself is cheaper long term and you create more value, 100%. It’s been done many times and the path is clear.