Launching ETF Insider: Go-To-Market Audit and Launch Plan

ETF Insider is a FinTech startup based in Tel Aviv, Israel. They created a novel data visualization and analytics application that helps retail investors identify concentration risk in their investment portfolios. ETF Insider shows how different ETFs are constituted and how strongly they overlap, addressing a common problem where many ETFs track similar indices without publishing complete data on all their constituents. This can leave retail investors with higher than intended risk exposure to certain assets.

The leadership team of ETF Insider approached me and Zendog Labs to help the company go to market. They needed an audit of their growth infrastructure and product, followed by the development of a comprehensive go-to-market strategy. My role also included addressing critical gaps identified during the audit phase. Prior to this, the team had limited marketing and sales activities beyond a launch post on Reddit that generated initial engagement and feedback.

I conducted a detailed audit and developed a growth strategy through the following steps:

Audits:

Audited the growth infrastructure, including Google Analytics.

Audited the product to identify strengths and areas for improvement.

Growth Infrastructure:

Created a complete mock-up for an SEO- and conversion-optimized website, including all necessary copy.

Implemented custom tags in Google Tag Manager and Google Analytics.

Designed a new logo for brand identity.

Growth Strategy:

Defined the ideal customer profile to target the right audience.

Established a learning strategy to continuously improve the product based on user feedback.

Developed a user growth strategy with detailed tactics.

Conducted deep dives into shortlisted growth tactics to identify the most effective methods.

Performed a competitive traffic analysis to understand market positioning.

Compiled a long list of marketing and sales ideas to drive growth.

Result:

With the comprehensive audit and growth strategy in place, ETF Insider was well-equipped to enter the market effectively. The refined product, optimized growth infrastructure, and strategic guidance positioned them to attract and retain retail investors. This foundation enabled ETF Insider to better manage concentration risk for their users, reducing unintended risk exposure and enhancing their market presence.