June 2025’s Most Innovative ETF Launches

June brought with it a flurry of ETF launches, doubling May’s muted numbers. While many funds expanded on existing trends such as the growth of active management or single-stock exposures, three ETF strategies stand out, bringing something interesting to the table for investors.

A grand total of 111 ETFs launched in June, with equities continuing to dominate the mix, according to FactSet data. Eighty-one ETFs focused on equity exposures, nearly three-quarters of all funds launched. The trend also continues in favor of active, with 84% of all ETFs launched in June falling under the active management umbrella.

Bar chart of ETF launches and their respective asset classes on a monthly basis over the last 12 months.

Image source: FactSet

ProShares Narrows Buffer Windows to Single Day

Launched at the end of the month, ProShares brought three dynamic buffer ETFs to market, all using an innovative strategy. The ProShares S&P 500 Dynamic Buffer ETF (FB), ProShares Nasdaq-100 Dynamic Buffer ETF (QB), and the ProShares Russell 2000 Dynamic Buffer ETF (RB) trade on the Nasdaq. Each fund tracks a Dynamic Buffer Index related the respective benchmarks. The funds offer single-day buffer investment periods as opposed to many buffer strategies with a yearlong investment period.

The patent-pending methodology developed by ProShares seeks to capture the performance of the respective underlying indexes up to a daily cap. At the same time, the buffer protects anywhere from the initial 1%-5% of any loss each day. The cap and amount protected both dynamically adjust depending on anticipated volatility. In environments of high volatility, the cap will be higher, as well as the percent buffered.

The strategy accomplishes this performance through a long position in each fund’s respective benchmark index. It combines this long exposure with three option positions with one-day expiry. These include a purchased put, a written (sold) put, and a written (sold) call on the underlying index that establish the buffer, the buffer percentage, and the cap, respectively.