ETFs grow when investors buy more than they sell. They are similar to MFs in this way. Not many ETFs start with $100M+ in assets and have to grow from a base of $2-$10M. This is why new ETFs are marketed so hard because they won’t survive unless you help grow them.
WHAT’S A MARKET MAKER?
Market makers, also known as designated brokers, are essential to the smooth functioning of the ETF marketplace. Their role is to maintain liquidity by offering to buy or sell ETF units when nobody else will, and also to set the “goalposts” for the bid and ask prices
“The market maker is very much like a shopkeeper, but he operates on two sides of the market. So you can buy from him and sell to him,” explains Oliver McMahon, director of product management for iShares Canada, owned by BlackRock Asset Management Canada.
The market maker’s bid (the price at which he’ll buy) and ask (the price at which he’ll sell) are based on the underlying bid and ask prices of the securities in the ETF, plus a small profit spread (usually a fraction of a percentage point). Other buyers and sellers usually trade at prices within these goalposts.
In effect, market makers - usually one of the bank-owned investment dealers - provide a second layer of liquidity in addition to the normal supply and demand from investors. Without market makers, the ETF’s price could get seriously out of whack with the price of the underlying securities.
HOW ARE ETF UNITS CREATED?
Say you’ve got $1-million and you decide to invest in an ETF, but the market maker doesn’t have enough units in inventory to fill your order. No worries: He can whip up a fresh batch of units for you.
When your order arrives, the market maker credits your account for the units. His computer system then purchases $1-million worth of the underlying stocks in the ETF.
In broker parlance, the market maker is now “short” the ETF units (because he sold them to you without actually owning them) and “long” the underlying stocks (because he bought them).
He then delivers the underlying shares to the ETF company, which in turn issues him $1-million of new units, thereby cancelling his short position.