RBUF

Innovator U.S. Small Cap 10 Buffer ETF Quarterly

Innovator · $102.3m in assets, October 8, 2026

Holds options on the iShares Russell 2000 ETF, which owns small US companies, that cap gains and cushion the first 10% of losses over periods that restart every quarter.

RBUF, the Innovator U.S. Small Cap 10 Buffer ETF Quarterly, is a $102 million ETF whose main story is the fear layer. Over the past year it returned +8.3%, against +16.8% for broad US ETFs. Figures to October 2, 2026; past performance, not a recommendation.

RBUF · the ETFFRI OCT 2Market price total return
+10.1% a yearTotal return since launch, July 2024
+8.3%Last 12 months
+7.1%Year to date
8.3%Volatility since launch

The narrative it carries

This is its only narrative.

The fear layer →

Hedges, buffered ETFs, volatility and trend strategies: the products built around market falls.

The fear layer · the narrative this week
42.3WARM level, 18 of 22
last four weeks
584ETFs carry it
13.1%held by the top five
DBMFlargest holder, 3.8%
$120 bncapital, 9th of 22

The band is where this narrative’s level sits among the 22 this week. QUIET means less talked about, not falling.

Who owns the capital
DBMF 3.8%BALT 3.1%ACYN 2.4%SFLR 2.3%FJAN 1.5%579 other ETFs 86.9%13.1%top five
#ETFSHAREASSETS1 YEARCOST
1DBMF3.8%$5.24bn+26.0%0.85%
2BALT3.1%$3.00bn+6.5%–
3ACYN2.4%$2.36bn––
4SFLR2.3%$2.21bn+9.1%–
5FJAN1.5%$1.47bn+13.2%–
579 other ETFs86.9%
RBUF: 0.1%

Share is each ETF’s slice of the capital carrying this narrative. 1 year is market price total return; cost is the expense ratio. See all 584 ETFs on the narrative page →

FRI OCT 2MARKET PRICE TOTAL RETURN

1M3MYTD1Y3Y*5Y*
RBUF+0.1%+0.4%+7.1%+8.3%––
The fear layerits narrative+1.0%+3.2%+9.3%+11.8%+13.6%+9.5%
The marketbroad US ETFs+0.8%+2.6%+14.6%+16.8%+22.9%+12.9%

1M, 3M, 1Y, 3Y, 5Y: one month to five years. YTD: year to date. * A year, annualised. A dash means the ETF has not traded for the whole period. Since it started trading on July 1, 2024: +10.1% a year.

$10,000 invested July 31, 2024

RBUF $12,089The fear layer $12,664The market $14,280
$10,000$20,000Jul 2024Jan 2025Jul 2025Jan 2026Jul 2026$10,000$20,000Jul 2024Jul 2025Jul 2026

Year by year

RBUFThe fear layerThe market
0%10%20%RBUF 2025: +10.9%Narrative 2025: +11.3%The market 2025: +16.8%2025RBUF YTD: +7.1%Narrative YTD: +9.3%The market YTD: +14.6%YTD0%10%20%RBUF 2025: +10.9%Narrative 2025: +11.3%The market 2025: +16.8%2025RBUF YTD: +7.1%Narrative YTD: +9.3%The market YTD: +14.6%YTD

Total return in each calendar year; this year is year to date. A year appears only if RBUF traded for all of it.

Total return on the market price, with each distribution reinvested on its ex-date. Not the NAV return the issuer publishes; the two differ when the ETF trades above or below the value of its holdings. The narrative is the asset-weighted return of the unlevered ETFs that carry it. The market is the asset-weighted return of broad US index ETFs. Past performance is no guarantee of future results.

Common questions

What story is RBUF selling?

RBUF’s main story is the fear layer, which covers hedges, buffered ETFs, volatility and trend strategies: the products built around market falls.

Which ETFs compete with RBUF?

The ETFs whose weekly returns move most like RBUF’s over the past 3 years are KJAN (0.94), KMAR (0.93) and KJUL (0.93).

How has RBUF performed against its story?

Over the past year RBUF returned +8.3%, the ETFs carrying the fear layer +11.8% and broad US ETFs +16.8%, to October 2, 2026. Its weekly returns have a correlation of 0.83 with the story. Past performance only.

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Narrative figures are from the weekly board. Performance is market price total return as of October 2, 2026. Assets are StoryVector’s weekly figure. Classification and measurement. Not investment advice. How the measurement works →