A seven-year-old alts shop's new ETF business recently crossed a notable milestone in under five months. Watch for them to expand their team and perhaps boost their lineup.

George Bradley Ball Liquid Strategies, LLC Managing Member, CEO, PM

Liquid Strategies' Overlay Shares ETF family (nicknamed "Ovals") passed $200 million in AUM, the team revealed on February 18, 2020. That's just 140 days after the ETFs launched on October 1, 2019.

Brad Ball, CEO of Atlanta-based Liquid Strategies, hints that they may launch other ETFs, though not just yet.

"We have had requests for other Oval asset classes," such as gold, high yield fixed income, and real estate, Ball tells MFWire. "There is certainly demand from investors to expand the lineup into other asset classes."

In the meantime, a key focus for the Liquid Shares team is distribution.

"We're just getting approved on a lot of the wirehouses and some of the discount brokers," Ball says. "We see tremendous opportunity with these five ETFs."

To boost distribution, Ball has expanded headcount.

"We've added five team members as wholesalers," two of them focused on national accounts and three out in the field, Ball says. "We will be adding wholesalers around the country."

The Liquid Strategies team puts options overlays on top of traditional strategies or indices. The firm, which started in 2013 with a focus on institutional investors, now has more than $500 million in AUM. 

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