How novelty ETFs just got eye-catchingly sexier

David C Stevenson takes a look at some of the newest crop of novelty ETFs, and asks whether they're any good.

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Will Horizons make a hash of its new fund?
(Image credit: Beata Zawrzel/NurPhoto)

In the past few weeks, we've seen an outbreak of what can only be described as "novelty" exchange-traded funds (ETFs), as issuers keen to make an impact on an industry dominated by active asset-management groups try to create excitement by issuing "eye-catching" products, based on "sexy" ideas and themes. Many of these ETFs share a common approach: they're often issued via "white-label" platforms, which allow the issuers to take a popular theme, turn it into an easy-to-buy index and ETF, then sell direct to market.

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David C. Stevenson
Contributor

David Stevenson has been writing the Financial Times Adventurous Investor column for nearly 15 years and is also a regular columnist for Citywire. He writes his own widely read Adventurous Investor SubStack newsletter at davidstevenson.substack.com

David has also had a successful career as a media entrepreneur setting up the big European fintech news and event outfit www.altfi.com as well as www.etfstream.com in the asset management space. 

Before that, he was a founding partner in the Rocket Science Group, a successful corporate comms business. 

David has also written a number of books on investing, funds, ETFs, and stock picking and is currently a non-executive director on a number of stockmarket-listed funds including Gresham House Energy Storage and the Aurora Investment Trust. 

In what remains of his spare time he is a presiding justice on the Southampton magistrates bench.