Innovator ETFs, part of Innovator Capital Management LLC, is an SEC-registered investment advisor based in Wheaton, IL. Founded in 2014 by Bruce Bond and John Southard, the company is known for pioneering the Defined Outcome ETF Revolution, which aims to simplify financial planning through structured market exposures. The company specializes in innovative exchange-traded funds (ETFs), including Defined Outcome ETFs that provide known upside growth potential and downside protection. Their offerings include Buffer ETFs, which protect against market downturns; Floor ETFs, which guarantee a minimum return; Stacker ETFs, which allow for stacking multiple outcome periods; and Accelerated ETFs, designed for enhanced returns based on market conditions. Innovator ETFs primarily serves financial advisors and institutional investors, helping them manage client portfolios effectively. The company has achieved significant milestones, including launching the first Buffer ETFs and surpassing $5 billion in assets under management.
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Columns5| Company | Markets | New markets | Momentum | Activity | Expansion score |
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Cerulli Associates research predicts Defined Outcome ETFs could grow 29-35% annually, potentially reaching $334 billion by 2030, driven by broker adoption and fee-based advisory models.
Goldman Sachs acquires Innovator Capital Management, an ETF specialist, for $2 billion to expand its asset management offerings.
Goldman Sachs agrees to acquire Innovator Capital Management, a Bitcoin structured fund issuer. The acquisition will add $28 billion in assets under management and strengthen Goldman's ETF business.
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