Your First $100M: What Moves AUM the First Year

Hundreds of ETFs launch every year, but only a small fraction cross $100M in the first 12 to 18 months. In this inaugural episode of the Bliss ETF Marketing Podcast: Going Beyond the Ticker, Mike Liwski breaks down what actually moves AUM in year one, without the fantasy of perfect attribution.

In This inaguEpisode, You Will Learn:
• Why early flows are lumpy, not linear, and what that means for your plan
• The small set of repeatable marketing moves that show up across winning launches
• Why distribution readiness can matter more than a perfect media mix
• The biggest myths to drop (more channels, perfect attribution, one big PR hit)
• A practical measurement approach in a structurally broken loop: the signals you can observe, align, and iterate
• Landing page and creative guidance for “validation visits” that turn into real consideration

BLISS stands for Build Love Into Scalable Systems. This show is purpose-built ETF marketing that drives issuer growth, done humanly with clarity, trust, and honest measurement.

Brought to you by Zero Company Performance Marketing.

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