August 2025’s Innovative ETF Launches

August brought with it a slowing in ETF launches from the summer spree while inflows continued. With last year’s $1.1 trillion record ETF inflows in clear sight, the second half continues to prove promising for ETF investors. Of the seventy-plus ETFs launched last month, a few stand out for innovative strategies.

In August, 74 ETFs launched, a slight pullback from June and July’s 111 launches each, according to FactSet data. Equity ETF launches dominated at 64% of all ETFs launched (47 funds), followed by fixed income at 29.7% (22 funds). Notably, active strategies continue to rule the roost this year. Of the 74 ETFs launched in August, 78% were actively managed.

U.S. ETF AUM reached $12.25 trillion in August, with inflows of $117.8 billion, up slightly from July’s $116 billion. Thus far this year, U.S. ETFs netted $796.3 billion in inflows, well on pace to outstrip last year’s record $1.1 trillion. Equities continue to shine, bringing in $57.7 billion inflows in August, followed relatively closely by fixed income at $48.4 billion. The increase in flows into fixed income could be the beginning of a new trend to watch, as the category gained 85.5% month-over-month.

ETF flows by asset class over the last 12 months.

Factor Investing Internationally, With a Twist

Factor investing is well-trodden territory in regards to strategies. However, BlackRock launched a timely extension to their factor funds with the iShares International Equity Factor Rotation Active ETF (IDYN). The fund seeks to outperform the broad international developed equity market and invests in six factors. These include quality, value, momentum, size, low volatility, and growth.