Active ETFs have crossed a threshold. In 2025, active strategies attracted approximately 32% of all US ETF flows and, for the first time, outnumbered passive strategies.
Tim Coyne, Global Head of ETFs at T. Rowe Price has watched that shift unfold since the firm launched its active ETF platform approximately five years ago. Adoption has been particularly pronounced in model portfolios, which Mr. Coyne identifies as a key driver of assets under management (AUM) growth. Since then, T. Rowe Price has expanded its product offering methodically, built infrastructure to support growth, and intensified distribution efforts. These moves paid off. Clients stopped treating active ETFs as portfolio garnish and started treating them as core holdings.
Today, T. Rowe Price offers sector suites, thematic products, hedged equity strategies, and premium income products that embed derivative overlays. Most recently, the firm filed for a multi-token digital currency ETF – an active product and the first of its kind – reflecting a view that the ETF structure itself is still evolving. On the regulatory front, the firm has spent the past 12 to 18 months conducting due diligence on which mutual funds in its range would map well to an ETF share class structure, applying filters to identify where the format would genuinely add value for clients.
Global expansion is also under way, with UCITS product launches in Europe planned for later this year – a move Mr. Coyne sees as opening up significant new distribution opportunities in a region where active ETF adoption is at an earlier stage but growing rapidly.
"We've been very disciplined in terms of how we've developed and launched products. We've built a strong team to support that, and we continue to build infrastructure. Active ETFs are now a core initiative for the firm and viewed as a significant growth opportunity."
Tim Coyne, Global Head of ETFs, T. Rowe Price
About ETF Innovators
ETF Innovators is a short-form video series hosted by Valerie Grimba, Director, Global ETF Strategy, that spotlights how RBC clients are driving innovation in ETFs. The series tracks the evolution of the global ETF landscape and spotlights the leaders, ideas, and strategies powering the next wave of performance.
This communication has been prepared by RBC Capital Markets (“RBCCM”) sales personnel for institutional clients and is not a research report prepared by the RBCCM Research Department. It is for distribution to institutional clients only and is not intended for retail customer use. This material is provided for information purposes only and does not bind RBCCM in any way. Unless otherwise specified, the views expressed herein are the author’s and may differ from the views of RBCCM’s Research Department and from the views of others within RBCCM. The information in the body of this communication is intended to provide general company and/or market commentary, is not intended to provide a sufficient basis for an investment decision and should not be considered a research report. This material may include references to recently published research notes and reports by RBCCM’s Research Department. Complete research notes and reports, including important conflicts disclosures, are available at https://www.rbcinsightresearch.com/. You should assume that RBCCM or its affiliates makes markets and/or holds positions, and may have conducted underwriting or other investment banking work, in any of the securities referenced herein. Information contained herein has been compiled by RBCCM from sources believed to be reliable, but no representation or warranty, express or implied, is made as to its accuracy, completeness or correctness. Every province in Canada, state in the U.S., and most countries throughout the world have their own laws regulating the types of securities and other investment products which may be offered to their residents, as well as the process for doing so. As a result, the securities discussed in this communication may not be eligible for sale in some jurisdictions. To the full extent permitted by law neither RBCCM nor any of its affiliates or any other person accepts any liability whatsoever for any direct, or indirect or consequential loss or damage arising from any use of the information contained herein. No matter contained in this communication may be reproduced or copied by any means without the prior consent of RBCCM.
RBC Capital Markets is the global brand name for the capital markets business of Royal Bank of Canada and its affiliates. United States: This communication has been approved by RBC Capital Markets, LLC (member FINRA, NYSE, SIPC), which is a U.S. registered broker-dealer and which accepts responsibility for this communication and its dissemination in the United States. Any U.S. recipient of this communication that is not a registered broker-dealer or a bank acting in a broker or dealer capacity and that wishes further information regarding, or to effect any transaction in, any of the securities discussed in this communication, should contact and place orders with RBC Capital Markets, LLC.
IMPORTANT DISCLOSURE: THIS COMMUNICATION HAS BEEN GENERATED BY AN EMPLOYEE OF RBCCM AND IS BEING CONVEYED TO YOU AS A "SOLICITATION" FOR ENTERING INTO A DERIVATIVES TRANSACTION, ONLY AS THAT TERM IS USED IN 17 CFR §§1.71(a)-(c) AND 23.605 (the “CFTC Rules”). Except to the extent covered by the CFTC Rules, this communication is not intended as a recommendation or an offer or solicitation for the purchase or sale of any security or financial instrument. This communication is not a research report or a product of RBCCM's Research Department. Canada: RBC Dominion Securities Inc. (member CIRO and CIPF). France: RBC Paris Branch, RBC Capital Markets (Europe) GmbH Paris Branch are regulated by the Autorité de Contrôle Prudentiel et de Résolution and the Autorité des Marchés Financiers. Germany: This publication has been approved by RBC Capital Markets (Europe) GmbH, which is a company authorized by BaFin. United Kingdom: This publication has been approved by RBC Europe Limited, which is authorized by the Prudential Regulation Authority (“PRA”) and regulated by the Financial Conduct Authority and PRA. Hong Kong: Royal Bank of Canada, Hong Kong (regulated by HKMA and SFC). Australia: Royal Bank of Canada, Sydney Branch (regulated by the Australian Securities & Investments Commission and the Australian Prudential Regulation Authority; AFSL 246521; ABN 86 076 940 880). This document is distributed only to persons who satisfy the definition of wholesale client for the purposes of the Corporations Act 2001 and not intended for distribution to retail clients. Japan: Securities business (as defined under the Financial Instruments and Exchange Law) in Japan will be carried out by RBC Capital Markets (Japan) Ltd. in compliance with all applicable laws and regulations. RBC Capital Markets (Japan) Ltd. is a Financial Instrument Dealer registered with the Kanto Financial Bureau (Kinsho #203) and a member of Japan Securities Dealers Association (“JSDA”) and the Financial Futures Association of Japan (“FFAJ”). Banking business (as defined under the Banking Law) in Japan will be carried out by Royal Bank of Canada, Tokyo Branch in compliance with applicable laws and regulations. Singapore: Royal Bank of Canada, Singapore Branch (regulated by the Monetary Authority of Singapore).
®trademark; Registered trademark of Royal Bank of Canada. Used under license.
©2026 All rights reserved.
