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Cogent Syndicated Names Five Firms With the Greatest ETF Share of Wallet Despite the challenging investing environment, affluent investors are still increasing their use of ETFs. ETF ownership increased significantly this year to 28% from 23% in 2019. The growth was driven by Millennials (to 49% from 40%) and Gen Xers (to 32% from 22%). These and other findings are from the latest Cogent SyndicatedInvestor Brand Builder™ report from Escalent, a top human behavior and analytics firm. In a year defined by a health and economic crisis like nothing we ve ever seen, the ETF landscape has shifted dramatically, said David Keen, senior director of Escalent s financial services division. With the need for investor support at an all-time high, some firms are risig to the challenge to serve the stated needs of affluent investors. These brands will be rewarded with new customers who are likely to show long-term loyalty, as motivators for adoption and retention are closely aligned.

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