What Wealth CMOs Actually Need from ETF Issuers

Most ETF marketing is built from the issuer’s perspective. But adoption happens inside wealth firms, advisor conversations, investment committees, and client relationships.

In this episode of The B.L.I.S.S. ETF Marketing Podcast: Going Beyond the Ticker, Mike Liwski speaks with Ashkan Maher, Chief Marketing Officer at Bauman Wealth Advisors and former Zero Company performance marketing leader, about what ETF issuers need to understand from the buyer’s side.

Ash shares how issuers can make life easier for wealth management CMOs, firms, advisors, and clients by creating marketing that is clearer, more useful, more repeatable, and more aligned with how adoption actually happens.

In This Episode, You Will Learn
- Why attention does not equal adoption
- What wealth firm CMOs are really trying to accomplish
- How issuers can make advisor enablement easier
- Why “where this fits” matters as much as “what this is”
- How digital campaigns should measure belief signals
- Why purpose and care still matter in ETF marketing

ETF growth is not won by louder promotion. It is won by clarity, education, useful enablement, and trust that compounds across the decision chain.

BLISS stands for Build Love Into Scalable Systems. In this episode, that means designing ETF marketing that reduces friction, respects the advisor’s role, supports the wealth firm’s brand promise, and helps real people feel more confident about the financial choices in front of them.

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