Running a $22 billion ETF lineup with a distribution team far smaller than the largest issuers means every new fund has to earn its place on the shelf.

Key Takeaways:

• A lean distribution team requires deliberate choices about new product launches.
• Products built without sales input can create a disconnect between issuers and advisors.
• Advisors lean on thematic research to answer client questions without predicting markets.

SS&C ALPS Advisors oversees 26 ETFs, and that scale requires discipline about which products get added, according to Paul Baiocchi, head of fund sales and strategy at the firm. He made the comments during a recent appearance on ETF Prime.

See more: ETF Prime: Electrification ETFs & the Investing vs Gambling Debate

Unlike issuers with hundreds of wholesalers spread nationwide, ALPS runs a small, regional distribution team, Baiocchi said.

ALPS still runs a robust servicing business tied to its fund lineup, Baiocchi said. Pitches for new products arrive on a near-constant basis and must be weighed carefully before joining the lineup.

Adding funds too quickly can put wholesalers in an awkward spot, Baiocchi explained. The same advisor might hear pitches for strategies that pull in different directions, sometimes contradicting a recommendation made only months earlier.

Keeping Distribution and Product Development Aligned

Products developed without input from the sales team often create a disconnect once they launch, noted Baiocchi. He compared it to researchers building funds “in a lab somewhere with beakers and Bunsen burners.” Those teams are disconnected from what advisors actually want and how sales engages with them day to day.

A wholesaler who does not understand a product that way often struggles to sell it well, said Baiocchi. That hesitation can spill into pitches for funds that the team does support.

ALPS avoids building products by simply tracking competitors’ regulatory filings, according to Baiocchi. Instead, the firm leans on feedback from its own sales team to decide which strategies to develop. That keeps wholesalers invested in what they bring to advisors.

That alignment shapes ALPS’s approach to growth, Baiocchi said. Any roadmap addition is weighed against whether the sales team can support it without stretching too thin.

Baiocchi separates that discipline from the debate over speculative products such as leveraged single-stock funds and prediction markets. He said the market should decide which products survive, not issuers policing each other.

Advisors face behavioral finance challenges as much as market ones, Baiocchi said. Managing a client’s emotional reaction to a headline can be as hard as picking the right allocation.

Clients often ask about whatever product or theme is dominating the news, Baiocchi added. It is a modern version of the cocktail party question advisors used to field during the dot-com boom. The goal is to answer those conversations with research instead of predictions.

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