
Investors had nowhere to go in 2022.
Both equity and fixed income had dismal performance. The S&P 500 fell nearly 20%. Bonds had their worst year on record illustrated by the S&P Global Developed Aggregate Ex-Collateralized Bond Index suffering -16.7% in 2022. The breadth and depth of destruction in the market challenge even the most stalwart investors.
It’s becoming increasingly clear that the market is now in a new setting in which investors need to take a more targeted approach as traditional strategies are quickly becoming outdated.
This might explain why many investors moved assets out of the market as long-term mutual fund net outflows reached almost $1 trillion for the year. Today, the outlook remains tepid. Short term interest rates are rising, and the forecasted global GDP growth is 2.2% for 2023, down from 3.3% in 2022.
Despite these numbers, the ETF industry appeared largely unfazed and proved resilient as seen by an uninterrupted growth trajectory. Investors remained committed to ETFs as net inflows globally were close to $800 billion mark. Meanwhile, issuers responded swiftly to the challenging conditions by further strengthening their product offerings. Over 1,100 new ETFs made their debut in 2022. These innovations put new and powerful tools in investors’ hands, equipping them with better ways to navigate markets and capitalize on emerging trends and technology developments.
In recent years, a setting of low interest rates and surging globalization left investors with plenty of good options for building a portfolio that performs.
Today that has changed. The paths to wealth are fewer and narrower.
The new environment, characterized by higher rates, geopolitical upheaval, and resource scarcity, has left investors seeking new ways to drive performance and boost income. As a result, they need investment tools that are as sophisticated as their strategies. The expansion of ETFs in 2022 gave them those tools.
For example, an increase in derivative-based/leveraged ETF products in 2022 gave investors broader access to investment instruments that were previously available only to institutional investors. These ETFs were one of many solutions investors needed to build a more sophisticated strategy amid a declining market.
Additionally, some investors moved towards short volatility ETFs which offer exposure to the returns of the Short VIX Futures Index. Increasingly, investors sought out these and other tactical instruments that aim to generate more income, embrace market volatility, and leverage capital.
There were several other key trends that took shape in 2022 and continue to develop today.
More investors are challenging the traditional buy-and-hold strategy as they search for ways to generate income. For many, covered call ETFs are the answer.
By selling calls, investors can benefit from the income generated by the premiums received. Investors are also seeing the value of gaining a limited amount of downside protection because premiums reduce the break-even point of their shares.
Additionally, many investors have somewhat low expectations for equities due to Fed rate hikes, inflation, and geopolitical concerns. As a result, they are perhaps less fearful that a covered call strategy would lock them out of large, upward stock movements. Generally, this strategy is suited for markets characterized by bearish or sideways movement and for markets experiencing short-term surges in volatility which boosts premiums.
In short, covered call strategies have become popular as investors learn that the income from the premiums could help make up for the expected lack of share price appreciation in a purely buy-and-hold strategy.
For investors looking to amplify potential gains from individual securities, single-stock and single-bond ETFs were a welcome addition to last year’s investment landscape.
Known for their use of derivatives to offer a leveraged or inverse position in one company, single-stock ETFs first appeared in 2018 in European markets. But with the arrival of these products in the US – as well as the release of the first-ever single-bond ETFs – 2022 was undoubtedly a landmark year.
With leveraged positions in companies like Tesla, Nvidia, PayPal, Nike, and Pfizer, Single-Stock ETFs offer investors a short-term strategy for capitalizing on major swings in the share prices of a few companies. Similarly, Single-bond ETFs - providing exposure to just one bond type such as the US Treasury 10-year, US Treasury 2-year, and US Treasury 3-month bills - offer high-conviction investors a way to target specific assets together with greater transparency and liquidity to facilitate and democratize bonds trading.
In 2022 opinion and principle-based strategies captured the market’s interest with political ideologies, lifestyles and even morals entering the investing world.
ETFs like KRUZ and NANC, named after prominent US Republican politician Ted Cruz and US Democratic politician Nancy Pelosi respectively, allow investors to mirror the portfolios of the politicians on Capitol Hill.
Continuing on a controversial note, VICE and BAD offer “anti-ESG” investors a way to access pariah industries including tobacco, gambling, alcohol, video games, and fast food. Meanwhile The God Bless America ETF (YALL), launched in late 2022, targets companies with a strong record of creating US jobs while excluding companies that openly endorse leftist political principles.
2022 also saw the rise of personality-based ETFs including the actively managed Meet Kevin Pricing Power ETF (PP) from famous YouTuber and financial advisor Kevin Paffrath. This ETF aims to focus on companies that have the power to increase prices and margins without a loss of demand. More principle-based ETFs are expected to hit the market soon.
In 2023, investors will likely need a more sophisticated approach as market fundamentals continue to suppress equity returns. This will require investors to consider the sectors and industries that will thrive amid a backdrop of green transitions, aging populations, and rising AI capabilities.
As more industries attempt to go green, investors will want to know the environmental, social, and governance (ESG) profile of their holdings. We can expect to see a continued focus on ESG-centric funds not only for their financial performance, but also because these funds increasingly align with personal values.
Investors will also begin to think more about how global demographic changes will drive performance in specific sectors. Specifically, they will consider how the healthcare industry is positioned to grow as the average age of the world increases.
Lastly, forward-thinking investors will find ways to benefit from the broad adoption of AI technology across industries like finance, manufacturing, healthcare, and cloud computing.
Here’s how we see these trends playing out:
ESG factors will continue to be a major focus in investing. Respondents of the 2023 Global ETF survey produced by Trackinsight shows that 30.1% plan to increase their allocation to ESG ETFs by more than 5% over the next 2-3 years.
However, ESG regulations are intensifying in Europe where the EU Sustainable Finance Disclosure Regulation (SFDR) requires financial service providers to assess and disclose the ESG characteristics of their products. Some ETFs will be classified as greener than others.
Data will continue to show that ESG investing gives investors an edge. Consider research from Friede, Busch and Bassen covering 2000 empirical studies which concluded that the positive ESG impact on corporate financial performance is stable over time. Put simply, whether the focus is ethos or earnings, ESG is a fit.
The average age of the global population is increasing. The median age globally was just over 20 years in 1970, today it’s about 30. By 2060 approximately one in four Americans will be 65 or older.
These numbers explain why research from Brookings shows that “healthcare has doubled as a share of total government expenditures in the last three decades.” Moreover, McKinsey forecasts healthcare industry EBITDA to grow 6% per year through 2025. The areas likely to benefit most from this trend include telehealth, medtech, and biotech.
Telehealth saw widespread adoption during the Covid-19 pandemic. Today, telehealth utilization is about 38% higher than it was before the pandemic. The medtech industry continues to benefit from both record M&A deals and increased R&D. Finally, biotech, supported by increased demand, has a forecasted growth rate of nearly 14% over the next several years.
The rise of ChatGPT has introduced the world to the power of AI. As a result, more industries are discovering how AI-powered tech can boost productivity, create efficiencies, and yield more value from existing assets. Industries like finance, manufacturing, and healthcare all stand to gain from AI.
Individuals will have opportunities to use AI directly in their investment strategies with AI-powered ETFs that can analyze millions of data points across thousands of companies.
The rising demand for AI solutions will also fuel the growth of cloud computing. Why? Because cloud computing provides access to advanced hardware needed for the fast and efficient processing of large amounts of data common to AI systems. Cloud computing also offers the resources needed for machine learning, predictive analytics, and collaborative spaces where experts can build AI models.
Writer William Gibson famously remarked that "the future is already here - it's just not evenly distributed." This rings true to forward-thinking investors who are using innovative, thematic ETFs to build a strategy that can work even in a slow-growth market.
Thematic ETFs allow investors to become more targeted in their allocations. This means being able to benefit from rising sectors even if the broader market falters. This approach will become a major part of any successful investment strategy in a future that is not evenly distributed.







Our story starts in 2014 in a sunny town in the south of France, where a small group of financial professionals were advising institutions on their investment strategies.
They realized that professional investors had expensive systems, data, and technology that made it easy for them to invest in ETFs, but those tools didn't exist for all investors.
So, they decided it was time for everyone to have access to world-class ETF data and analytics, not just finance professionals.
Fast-forward 12 years and Trackinsight now operates from 6 countries, helping millions of investors find the ETF that’s right for them.
