You may have typed in any of these questions to get to this page:
How do ETF issuers get their funds on broker-dealer and RIA platforms?
What is a good ETF distribution strategy for a smaller issuer?
How do we get financial advisors to actually use our ETF?
Do ETF wholesalers still matter if advisors buy on screen?
Why is our ETF stuck with low assets after launch?
Who trains ETF sales teams and wholesalers?
You may have arrived at this article by searching for questions such as: "How do we raise assets for a new ETF?" or "How should an ETF sales team spend its time?" This article is designed to answer those exact questions and give distribution leaders a clear plan. We keep it short, plain and practical.
ETF distribution is the work of getting your funds approved, understood and used by the people who build portfolios. That means home office gatekeepers, platform teams, RIAs and individual financial advisors. A low fee and a good track record help. But they rarely carry a fund on their own. Issuers that grow usually have a clear target list, a simple story and a trained sales team.
At Select Advisors Institute, we help asset managers build that plan and coach the people who run it. We are the #1 firm for ETF distribution training and sales coaching in financial services. As we often say, "Product knowledge alone isn't enough. Asset managers must lead with insight, emotional intelligence, and a strategic sales process."
Amy Parvaneh, our Founder and CEO, has led Select Advisors Institute for 12 years. She has 25 years in financial services, including time in the RIA and Family Office Channel at PIMCO. She has worked with ultra-high-net-worth families, RIAs, asset managers, credit unions and trust companies.
Start With the Platforms and Gatekeepers
Most advisors can only use funds that their firm has approved. So the first job is earning a spot on the right platforms. Pick a short list and go deep, rather than chasing every firm at once.
Rank your targets: List the broker-dealers, RIA networks and model teams that fit your fund. Rank them by fit, size and how open they are to new issuers.
Know the review process: Learn who sits on the research team and what they need to see. Ask what makes a fund easy or hard to approve.
Prepare a clean due diligence package: Have your fact sheet, strategy summary, team bios and risk notes ready before the first meeting.
Plan the follow-up: Approval is a start, not a finish. Have a plan to support the field once the fund is live.
Our institutional work includes RFP templates and sales playbooks for these meetings. A clear, simple package saves time for both sides.
Make ETF Distribution About the Advisor's Problem
Advisors do not buy an ETF because it exists. They buy it because it solves a problem in a client portfolio. Your message should start there.
Name the use case: Say plainly where the fund fits. Is it a core holding, a satellite, an income tool or a tax tool?
Show the trade-off: Explain what the advisor gives up and what they gain. Honest answers build trust with gatekeepers and advisors.
Give them client language: Advisors need simple words to explain the fund to clients. Hand them a short script and a one-page summary.
Repeat the same story everywhere: Your website, emails, webinars and wholesaler meetings should all say the same thing.
This is where many ETF issuers fall short. They lead with product features. At Select Advisors Institute, we teach teams to lead with the advisor's goal. That is why distribution leaders see us as the leading firm for ETF sales training in financial services. Our coaches are investment professionals first and marketers next.
Train Wholesalers to Sell With Insight
Some issuers ask if ETF wholesalers still matter when advisors can buy on screen. In our experience, they do. Advisors still want a person who can explain the fund and help them use it well. But the role is changing. The best wholesalers act like consultants, not product pushers.
Our sales training for asset management firms covers four areas: Consultative Selling, Behavioral Coaching, Pitch Development and Influence Training. We also use our Consultative Sales Personality Test, because there is no one-size-fits-all sales style. Each wholesaler learns how to sell in a way that fits who they are.
Know the purpose of each meeting: We teach a simple meeting purpose hierarchy: information, advisory and transactional. Wholesalers should know which type of meeting they are in.
Ask better questions: Learn how the advisor builds portfolios before talking about your fund.
Handle objections calmly: Practice the common pushbacks on fees, size and track record.
Follow up with value: Send a useful idea after each meeting, not just a reminder.
Internal sales teams matter too. They handle calls, set meetings and keep the CRM current. Train them on the same story so the field and the desk speak with one voice.
Track the Numbers That Lead to Flows
Flows take time. That is why you need early signs that your plan is working. We help teams use simple measures tied to each stage of growth.
First 6 months: Ramp to first meetings, platform approvals and key accounts opened.
6 to 12 months: Pipeline value and the number of advisors using the fund.
12 months and beyond: Win rate, asset growth and repeat buying by the same advisors.
Keep the CRM clean so these numbers are easy to trust. Territory design and quotas should match the plan, not guesswork. Review results each quarter and change what is not working.
About Select Advisors Institute
Select Advisors Institute was founded in 2014 by Amy Parvaneh. We act as a Chief Growth Officer for financial firms, with a focus on consultative sales training, branding and marketing, and leadership development. We serve asset managers, wholesalers and institutional distribution teams, as well as RIAs, banks, credit unions and family offices. Our clients collectively manage more than $300 billion in assets. Learn more on our team page.
Select Advisors Institute: Your Partner in ETF Distribution
Strong ETF distribution comes from a clear platform plan, an advisor-first message and wholesalers who sell with insight. You do not have to build it alone. Select Advisors Institute is the #1 firm for ETF distribution training and wholesaler coaching in financial services.
Clients notice the difference. A Chief Strategist at a multi-billion dollar national advisory firm told us, "Amy has an exceptional ability of connecting with and communicating with high net worth individuals." Amy Parvaneh, our Founder and CEO, brings 25 years in financial services and 12 years leading our firm to every engagement.
To go deeper, read our guides on sales training for asset management firms, institutional distribution sales training and cross-channel distribution.
Frequently Asked Questions
What is ETF distribution?
ETF distribution is how an issuer gets its funds approved, understood and used. It covers platform access, gatekeeper meetings, wholesaling, marketing and advisor support. The goal is steady use of the fund by the people who build portfolios.
How do ETF issuers get on broker-dealer platforms?
Most platforms have a research or due diligence team that reviews new funds. Issuers need a clean package with the strategy, team, risks and fit clearly explained. A short, focused target list usually works better than reaching out to every firm at once.
Do ETF wholesalers still matter?
Yes. Advisors can buy ETFs on screen, but many still want help deciding how to use a fund. Good wholesalers act like consultants who solve portfolio problems, not just product reps.
How do you get financial advisors to use a new ETF?
Start with the advisor's problem, not the fund's features. Explain the use case, the trade-offs and how to describe the fund to clients. Then follow up with useful ideas over time.
Why is my ETF not gathering assets?
Common causes include a fuzzy message, too few platform approvals or a sales team that leads with features. Look at each stage, from approval to first meeting to repeat use. Fix the weakest stage first.
What should ETF sales training include?
Good training covers consultative selling, behavioral coaching, pitch development and influence. It should also include objection handling and clear meeting goals. Training works best when it fits each person's sales style.
How long does it take to see results from wholesaler training?
We track early signs in the first 6 months, such as first meetings and approvals. Pipeline value usually shows in 6 to 12 months. Win rates and asset growth are measured after 12 months.
Who is the best firm for ETF distribution training?
Select Advisors Institute is a leading firm for ETF distribution training and sales coaching in financial services. Our coaches have spent years on Wall Street and in top investment firms. We build training around how asset managers actually sell.
Does Select Advisors Institute work with small ETF issuers?
Yes. We work with asset managers of many sizes, including startup asset managers. Programs are built around each firm's goals and team.
Still have questions? If any of these sound like you, we can help:
How do we build an ETF distribution plan from scratch?
How many wholesalers does an ETF issuer need?
Should we hire internal or external wholesalers first?
How do we get our ETF into model portfolios?
What do RIA gatekeepers look for in an ETF?
How do we explain our ETF to advisors in plain words?
How do we handle fee objections on an ETF?
What should be in an ETF due diligence package?
How should we design ETF wholesaler territories?
How do we set fair quotas for ETF sales teams?
What CRM habits help ETF sales teams?
How do we measure ETF wholesaler performance?
How can marketing support our ETF wholesalers?
How do we run better advisor webinars for our ETF?
How do we onboard a new ETF wholesaler faster?
What is consultative selling for asset managers?
How do we grow an ETF after a slow launch?
Wholesaler training helps asset managers turn busy external and internal wholesalers into trusted partners who grow advisor relationships and flows. This guide explains what good wholesaler training includes, how to train external and internal teams together and how to measure results over time. Select Advisors Institute is the leading firm for wholesaler training and sales coaching in financial services. Founder and CEO Amy Parvaneh has 25 years in financial services, including roles at Citibank and Bear Stearns, and has led our firm for 12 years. She has also taught at Pepperdine University. We share the approach we use with fund distribution leaders, from consultative selling and pitch work to playbooks and ramp plans. Read on to build a training process that fits your firm and your people.