Identifying the Most Successful U.S. ETF Launches of the Past Decade

Between July 1, 2014, and June 30, 2024, 3,426 greenfield ETFs were launched in the U.S. Of these, 38% became viable, exceeding $100 million in peak assets, and 10% surpassed $1 billion. Notable successful ETFs include the iShares Bitcoin Trust (IBIT), Pacer US Cash Cows (COWZ), and JPMorgan Equity Premium Income ETF (JEPI), with the time to reach $1 billion ranging from seven to 1,785 days. In the first five years, active ETFs had a higher success rate of crossing $100 million (50%) compared to indexed ETFs (39%). Over the full decade, both active and indexed ETFs show similar overall success rates, though it's still early to fully assess active ETFs due to their recent launches.