VettaFi Features the Defiance Analytics Partnership for Data-Driven Email Campaigns
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Summary
VettaFi, the index provider and ETF data and analytics firm, featured our new strategic partnership on its Insights platform.
The article, "VettaFi and Defiance offer asset managers data-driven email campaigns" by Evan Harp, ran on July 9, 2026.
The partnership combines VettaFi's behavioral analytics with our email campaign platform to give asset managers a targeted way to reach financial advisors. As VettaFi describes it, the offering is an integrated email workflow: recurring campaign creation and delivery, advisor engagement tracking, and performance reporting, all fueled by behavioral data on what advisors are actively researching.
With roughly 5,000 ETFs listed in the U.S., the hard part of distribution is standing out. Advisor inboxes and feeds are crowded with commentary, advertisements, and pitches, and many advisors tune out even the products that could solve real problems for their clients.
That relevance gap is the problem the partnership is built to solve. "Asset managers operate in an ultra-competitive market where reaching the right investor at the right time is paramount," said Mitchell Home, VettaFi's Head of Digital Products. "This partnership combines VettaFi's data-driven behavioral analytics with Defiance's email campaign platform, providing clients with an efficient digital distribution tool to engage high-intent advisors and accelerate their growth."
That relevance gap is the problem the partnership is built to solve. "Asset managers operate in an ultra-competitive market where reaching the right investor at the right time is paramount," said Mitchell Home, VettaFi's Head of Digital Products. "This partnership combines VettaFi's data-driven behavioral analytics with Defiance's email campaign platform, providing clients with an efficient digital distribution tool to engage high-intent advisors and accelerate their growth."
The targeting works by reading what the article calls an advisor's digital body language. Advisors research investment opportunities extensively before they allocate, and that research happens online. If an advisor is reading multiple articles about gold, or exploring inflation-resistant exposures, and an issuer has a product with gold exposure, that advisor gets prioritized in the campaign. As our founder and CEO Jacob Ingram told VettaFi, "Asset managers don't have a reach problem, they have a relevance problem." Building the campaigns on VettaFi's behavioral intelligence puts the right message in front of the advisors who are actively showing interest.
VettaFi sees the same value from the index side. "I'm excited about our collaboration with Defiance Analytics," Home added. "It bolsters our ability as an index provider to not only build great products but also partner in growing assets."
VettaFi sees the same value from the index side. "I'm excited about our collaboration with Defiance Analytics," Home added. "It bolsters our ability as an index provider to not only build great products but also partner in growing assets."
That short runway is the problem the partnership is built to solve.
“A 351 exchange launch is typically just a few months and fund sponsors need a highly targeted solution to find the right advisors”
ExchangiFi founder and CEO Matt Bucklin said in the release.
When a boutique issuer launches a 351 exchange ETF, our outreach educates advisors on how the conversion works as a tax shield for wealthy clients, then shows them how the mechanism lets them capture unmanaged or "held-away" concentrated stock that clients previously refused to touch because of the tax cost. As our founder and CEO Jacob Ingram explained to Ignites, when the engine surfaces a high-intent advisor, it cross-references that advisor's specific stock holdings to recommend a matching pre-launch ETF.
Want to see how Odyssey scores advisor intent and times your outreach to the launch window?