ETFLogic

In 2017, a group of market makers and traders realized there was a huge gap in the analytics market when it came to analytics around ETF liquidity. They set out to develop tools for the capital markets teams at ETF issuers, to help them better navigate the markets.

The liquidity tools, which include our TruLiquidity ETF scoring, quickly expanded to include more tools to help answer complex quantitative questions for ETF issuers.

In our continued work with ETF issuers, it became apparent that the tools we were creating were used to answer inbound requests wholesalers were receiving from financial advisors. They were being asked questions about how to trade ETF products, how they compared to their current funds, and how they fit into their portfolios.

We began consulting with a select group of financial advisors, learning about their current workflows for ETF screening and portfolio construction. In January of 2020, we launched the Logicly platform with tailored workflows for financial advisors. Later in April, we expanded the platform with a workflow dedicated to helping financial advisors who use third party model portfolios perform research and monitor model portfolios.