In today’s Canadian ETF landscape, shifts in investor behavior and advisor priorities are reshaping how portfolios are built. These evolving dynamics were the focus of a recent conversation between TMX VettaFi’s Todd Rosenbluth and Adam Bahram, institutional portfolio manager, multi-asset at CI Global Asset Management.

The discussion highlighted two dominant themes this year. First, asset allocation ETFs are seeing strong adoption, according to Bahram. Particularly following “Liberation Day,” as investors move away from concentrated single-market bets and toward more globally diversified equity exposure. Second, the industry-wide transition toward CRM3 and fee transparency is driving both advisors and clients to seek lower-cost ETF solutions. Together, these forces are shaping a new environment where simplicity, global diversification, and cost efficiency are rising in importance.

Value Factor ETFs Make a Comeback

Another notable area of renewed interest is international value factor ETFs, which after nearly a decade of underperformance are now showing signs of meaningful recovery. Structurally intelligent strategies like CI’s Morningstar International Value ETF (VXM) are capturing that resurgence, attracting both advisors and investors who are looking to reintroduce value exposure into portfolios.

Global Equity ETFs Take Center Stage Under CRM3

Beyond factors and income strategies, advisors are also reassessing their core building blocks. With fee transparency accelerating and home-country bias moderating, Bahram expects renewed attention on global equity allocation ETFs. One example raised during the conversation was the CI All Equity ETF (CEQT). This broader global footprint has contributed to the ETF outperforming many traditional passive benchmarks.

Rounding out the list of strategies to watch, Bahram returned to VXM — not only for its performance trend but also for the significant flows and advisor interest it continues to attract. With international value gaining momentum and investors revisiting factor diversification, VXM has become one of CI’s most popular offerings in recent months.

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