ETFs Gone Hollywood? Heavyweights Enter the ETF Fray

The explosive growth of the ETF industry has attracted a full range of new entrants this year — from smaller individuals to the largest hedge funds in the world. More and more fund managers are making their foray into the world of ETFs.

Vanguard founder Jack Bogle used to talk about the rise of ETFs being evidence of “indexing gone Hollywood.” But with the rise of prominent names now getting involved, some might argue ETFs themselves have “gone Hollywood.”

Taking ‘Granny Shots’

Fundstrat Global CIO Tom Lee just launched the FundStrat Granny Shots U.S. Large Cap ETF (GRNY), which has already amassed nearly $500 million in under a month. Lee has gained a large and loyal following over the years as one of Wall Street’s top institutional analysts. He also boasted a rock star track record as Chief Equity Strategist back at JPMorgan.

The active large-cap equity ETF, which charges 0.75%, mirrors a core strategy Fundstrat has used since 2019 and is only now offering as an ETF. The strategy blends qualitative and quantitative analysis. It takes a top-down fundamental look at seven investing themes across differing time horizons. It uses a bottom-up quant screening process to select the strongest stocks that align with at least two of the seven themes. The approach factors in both longer-term strategic themes. These include AI and cybersecurity or millennials and the global workforce. They also include shorter-term, tactical themes, like style tilt and seasonality.

Lee told me the new ETF arose in response to client demand. “Many of our clients managed capital using the list and found the quarterly rebalance to be tax-inefficient and somewhat onerous,” he said. “And some began to ask us to offer an asset management product to simplify this process.”

The term “granny shots” refers to an underhanded free throw shot in basketball popularized by NBA Hall of Famer Rick Barry of the Golden State Warriors. Many athletes scoffed at this decidedly less macho approach, but the unique style led Barry to achieve a 90% free throw percentage. Similarly, GRNY’s strategy mirrors the “granny shot” philosophy of a humble, low-risk, high-reward approach to achieve consistent results with minimal effort and a strong margin of safety.

Lee also emphasized the importance of macro trends. He stated that 70% of a stock’s return is tied to mega-themes. He also echoed Stan Druckenmiller’s view that 80% of returns are nonstock-specific. So far, GRNY has outperformed the S&P 500 by about 2% on an NAV basis, with strong sector representation among technology and industrials. Right now, top holdings include Axon, Tesla, Netflix, Eaton, and CrowdStrike. This reflects the fund’s focus on timely, high-growth themes.