Dunwoody says that training has at all times been core to her work at CETFA. By conferences, articles, media appearances, and publications she led an effort at CETFA to debunk myths and educate advisors and traders about ETFs. Liquidity was a frequent subject of dialog as advisors perceived larger dangers in ETFs than there really had been. Dunwoody’s response was to be all over the place, at all times current with webinars or articles that dispelled these myths and gave advisors extra safety of their understanding of ETFs. She says that these academic efforts helped to legitimize the expansion that the Canadian ETF issuers had been already experiencing and helped them proceed their momentum.

A few of that work additionally concerned conversations with sellers and advisors about their companies. ETFs match naturally inside a fee-based apply, so Dunwoody labored on convincing the trade that fee-based was the best way to go. That work took years, and included creating a method for MFDA advisors to combine ETFs into their platforms. These conversations, she says, had been extra about together with ETFs reasonably than changing mutual funds.

“I had 25 years within the mutual fund trade, I had the title and the voice that I may attain out and no less than get individuals to show their head and begin listening to the product, after which reaching out to the opposite associations and organizations that I had come to know,” Dunwoody says. “I didn’t say one or the opposite, I used to be at all times very clear that ETFs simply have to be a part of your shelf. Don’t eliminate others, however add us to the shelf.”

Now ETFs are as nicely established in Canada as their mutual fund counterparts. Even devoted mutual fund suppliers have begun issuing ETF collection of their merchandise. The advisor neighborhood is proactive in calling for ETF options. Dunwoody sees ETFs becoming properly inside the entire trade’s transition away from the sale of merchandise in direction of extra of a holistic wealth administration mannequin.

Dunwoody now sees this as a perfect second to step again from CETFA. She’s helped the group develop from start-up to establishment, in keeping with the broader trade. She has served for years as the only real driver for CETFA and a degree of connection for the entire ETF trade. As CETFA has grown and develop into extra established, nevertheless, she has seen a brand new alternative to develop into an entrepreneur.