The 2026 Brown Brothers Harriman (BBH) Global ETF Investor Survey revealed a constant data point — demand for ETFs remains robust on a global scale. However, the current market environment is shifting the tide, giving way to specific trends in an ETF marketplace that continues to evolve. Of these, active management and thematic ETFs are standouts.
The survey included 325 ETF investors from various parts of the globe, but mainly centered around the United States, Europe and Greater China. Investor classifications included institutional investors, advisors, fund managers, private banks, and wealth managers.
“Nearly all investors (96%) expect to increase their exposure to ETFs in the next 12 months, holding steady from February 2025 when 96% also planned to boost exposure,” the report noted, citing that there were regional differences, but no investors “indicated plans to decrease exposure.”
The Active Era
2025 saw about 1,000 new active ETFs launch, and this demand for funds with an active approach should continue this year. According to the BBH global data, a whopping 98% of professional investors intend to expand their exposure to actively managed ETFs over the next 12 months.
Clouds of uncertainty hovered over the markets in 2025 and they haven’t dissipated this year, which supports the case for active strategies. In a volatile macro environment, investors are leaning into active execution over traditional passive benchmarks for their next year.
“Given the current market environment, a majority of ETF investors (66%) think that the most attractive investment approach over the next 12 months is active rather than passive management (34%),” the report said.
Additionally, the demand for active management is increasing as investors are prioritizing direct access to high-conviction institutional managers. By accessing active strategies though the ETF wrapper, investors are prioritizing transparency over fee reduction. With cost becoming a secondary consideration, active managers have autonomy to navigate complex market shifts through expert curation compared to passive funds anchored to an index that often features a market cap-weighted strategy.
“Most investors (94%) think active ETFs will reach $10 trillion in assets within 10 years, including 77% who expect that to happen within seven years,” the report said. “This was a surprise for our team at first, as we expected investor enthusiasm to favor the three-to-five-year range. However, a more measured view shows seven years as a realistic range.”
Thematic Adoption Set to Rise
When it comes to specific strategies, investors are seeking dividend/income (33%) as well as defined outcome ETFs (26%). Notable is a shift toward thematic investing, where 36% of the surveyed investors are looking to increase exposure over the next year, representing a 17% jump from 2025’s results.
This trend reveals a major opportunity for thematic ETFs tied to VettaFi indexes, which are ideal for those looking beyond broad market exposure. Here are some funds worth considering that can capture current secular trends:
- Range Nuclear Renaissance Index ETF (NUKZ ): Tied to the VettaFi Nuclear Renaissance Index, this fund provides investors with exposure to the entire nuclear ecosystem, ranging from advanced reactor technology and utilities to construction and fuel services.
- ROBO Global Healthcare Technology and Innovation ETF (HTEC ): This fund tracks the ROBO Global Healthcare Technology and Innovation Index, which targets companies leading the genomic and biotech innovations redefining healthcare.
- REX Drone ETF (DRNZ): By tracking the VettaFi Drone Index, this fund gives investors global exposure to companies engaged in the drone and unmanned aerial vehicle (UAV) industry, which includes defense and commercial applications.
- ROBO Global Robotics and Automation Index ETF (ROBO ): Tracking the ROBO Global Robotics and Automation Index, ROBO gives investors comprehensive exposure to the global value chain of robotics, automation, and associated technologies.
- ROBO Global Artificial Intelligence ETF (THNQ ): Based on the ROBO Global Artificial Intelligence Index, THNQ captures the global value chain tied to AI, which includes companies that operate within the hardware infrastructure as well as software applications.
ETFs Still Preferred
The 2026 BBH Global ETF Investor Survey highlights a clear mandate in which investors are increasingly looking beyond broad market exposure in favor of active management and high-conviction thematic strategies. The full BBH report included extensive data on regional allocation nuances, fixed income ETF maturation, private market ETFs, tokenization effects on the market, digital asset demand, and more.
As this new era in ETF exposure continues to grip the markets, these insights from the BBH results only confirm that the ETF wrapper remains the preferred vehicle. This rings true whether it’s for institutional or retail investors who are seeking to navigate a complex, evolving macro environment.
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VettaFi LLC (“VettaFi”) is the index provider for NUKZ, HTEC, DRNZ, ROBO, and THNQ, for which it receives an index licensing fee. However, NUKZ, HTEC, DRNZ, ROBO, and THNQ are not issued, sponsored, endorsed or sold by VettaFi, and VettaFi has no obligation or liability in connection with the issuance, administration, marketing or trading of NUKZ, HTEC, DRNZ, ROBO, and THNQ.
