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ETF success starts with mastering liquidity and design fundamentals for market efficiency.


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I’m Nicholas Phillips, President of ETF Capital Markets Advisors LLC, with over 25 years of expertise in ETF trading and capital markets. As a contributor to ETF Central, my goal is to provide actionable insights that help investors and issuers navigate the ever-changing ETF landscape.
Last week, I launched a new series on ETF liquidity, uncovering critical aspects of its role in ETF design and trading. This week, I’ll delve further into the strategic foundations of ETF liquidity and how it drives market success.
Missed the first part? Catch up here: The Foundations of ETF Liquidity Part I: From Concept to Creation.
So, creating a successful ETF involves more than identifying a compelling theme—it requires meticulous attention to the structural details that shape its liquidity, trading efficiency, and market dynamics. After deciding on the type of product, issuers must address the "nuts and bolts" of ETF design, from the basket composition to creation unit size, and how these decisions influence the roles of Authorized Participants (APs) and market makers.
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Equity ETFs:
Fixed Income ETFs:
Specialized Products:
Ticket charges—fixed transaction fees incurred during trading—are a key consideration during the ETF design process. They directly affect the overall cost structure of the fund, making it essential to balance diversification with efficiency:
Larger Baskets:
Smaller Baskets:
While ticket charges don’t deter market participants such as APs or market makers from engaging, they do add a layer of cost that affects overall fund efficiency. For instance, higher ticket charges in larger baskets might:
ETF issuers must factor ticket charges into the fund's design, balancing these costs with the benefits of diversification and market appeal:
Example: A broad-market equity ETF might limit its basket to a subset of highly liquid securities, reducing ticket charges while maintaining representative exposure.
ETF capital markets experts play a pivotal role in guiding issuers through these complex decisions. Their value stems from both their professional expertise and their industry relationships:
Leveraging Experience:
Building Strong Relationships:
Capital markets experts maintain relationships with key stakeholders, including APs, market makers, and portfolio managers.
These connections allow them to gather real-world feedback on:
Reducing Market Friction:
By mediating between issuers and market participants, capital markets experts can preemptively address issues that might result in inefficiencies, wide spreads, or seeding difficulties.
Practical Guidance:
Whether advising on creation unit size, basket composition, or the use of Cash In Lieu (CIL), these experts ensure that every aspect of ETF design is aligned with trading and liquidity needs.
Creation unit size—whether 10,000 shares or 50,000—affects how market makers and APs interact with the ETF:
Smaller Creation Units:
Larger Creation Units:
Example: A high-yield bond ETF with a smaller creation unit size may encourage more frequent creations/redeems, enhancing liquidity.
What Is CIL?
Cash In Lieu refers to a process where cash, instead of securities, is sent to the portfolio manager to acquire specific underlying assets. This method is often employed for ETFs with components that are:
Benefits of CIL:
Challenges:
Impact on Market Makers and APs:
Seeding Dynamics
Market Maker and AP Collaboration
ETF success is built on the foundation of its design. Decisions around basket composition, ticket charges, creation unit size, and the use of Cash In Lieu directly shape the liquidity and efficiency of the product. Leveraging ETF capital markets experts allows issuers to make informed decisions, drawing on expertise and industry relationships to align product design with market needs. This collaborative approach ensures ETFs are not only innovative but also practical, scalable, and aligned with the realities of trading.
Nicholas Phillips | President of ETF Capital Markets Advisors LLC
With over 25 years of experience in ETF market making and capital markets, Nicholas Phillips is recognized as a subject matter expert in the ETF industry. He started his career spending the first ten years as a lead market maker for SIG and Goldman Sachs. At the helm of MCAP LLC's ETF Desk, Nicholas built and scaled the division, enhancing its operations through innovative pricing and risk models, and robust relationships with market makers and issuers. His tenure at Van Eck Associates as Director of ETF Capital Markets further solidified his expertise, managing critical facets of operations and deepening connections within the trading community. Beyond market making, Nicholas is an avid content creator, sharing insights that demystify complex market dynamics. He is keen on exploring board member roles that benefit from his extensive background and forward-thinking approach to ETF strategies. His dual US/Ireland citizenship complements his global perspective, enriching his professional endeavors in diverse markets.
Please note this article is for information purposes only and does not in any way constitute investment advice. It is essential that you seek advice from a registered financial professional prior to making any investment decision.
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