For ETF marketing teams

Win the story your ETF competes in

See every rival for your story’s money. Know where it’s loudest. Get the content to win there.

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THE DEFENSE TRADE · 65 ETFs · $78.8bnXLI 40.2%XLI40.2%ITA 15.9%ITA15.9%VIS 9.9%VIS9.9%PPA 9.7%PPA9.7%SHLD 6.8%SHLD6.8%XAR 6.7%XAR6.7%FIDU 2.9%FIDUIYJ 2.3%IYJEUAD 1.2%EUADFXR 0.9%FXRMISL 0.9%MISL54 more 2.5%54 more
Largest holderOther broad industrials fundsOther ETFs in the story54 smaller ETFs, grouped
Every ETF carrying the defense trade, sized by the money it puts in the story. The largest, XLI, is a broad industrials fund.
Built by a marketer who launched ETFs at ProSharesEvery US ETF, from public dataWorks alongside your agency

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Find out which story your ETF is really in

Send one ticker. In two business days, get one page: its story, its real rivals, where it’s loudest, and one idea to act on.

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Ticker check · sample · a public fund, not a clientOct 29, 2026
ITAIts story: the defense trade
Who holds the story’s money
XLI 40.2%ITA 15.9%, youVIS 9.9%PPA 9.7%
Your real rivalXLI, a broad industrials fund
Loudest channelNews, 75 vs level 58
IdeaPitch the press: "How much defense is in your defense allocation?"

What you get

What your flow data can’t tell you

See where you stand among your peers

Every fund in your category: what it costs, what it returned, and how much of the story it holds.

Unleveraged aerospace and defense ETFs that do not use options, in the defense trade

ITA holds the most of the story among these 5 peers, is mid-pack on cost at 0.37%, and ranks 2nd of 5 over 12 months.

0.00%0.20%0.40%0.60%−20%−10%0%+10%PPAXARMISLWDAFITA · youExpense ratio12-month return

YouDot size: share of the money in the defense trade

Newer than a year, not plotted: DUTY, AMMO, WR, AV. Sample: a public fund, not a client.

Spend where your story is loud

Where each story is discussed, read weekly across five channels.

News75
Search61
Video60
Reference pages54
Investor boards40

The dark line is the story’s overall level, 58.

Get content ready to run

Ideas that answer a named rival, with drafts written for compliance review.

Idea · News and LinkedIn
How much defense is in your defense allocation?
The largest ETF in the defense story is a broad industrials fund. Here is what else it holds, and what a dedicated defense ETF holds instead.

Working together

After the ticker check

One fund · two weeks

The study

For a launch, or a fund that should be bigger. Your peer group, story map, every rival, returns and share of voice, plus three ideas with drafts. On a private desk, with a PDF.

Ongoing

Monthly content

Your desk, updated weekly, with new ideas and drafts each month. One email a week, at most.

Fixed scope, quoted after a short call.

Questions issuers ask

Do you need our data?
No. Everything starts from public data on every US ETF.
Will the content clear compliance?
It’s written for review: no forecasts, no performance promises, every figure dated.
We already have an agency.
We supply the insight and ideas, and work alongside them.
Can a rival pay to look better on your public pages?
No. The public record follows published rules, and your study stays private.

Which story is your ETF really in?

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