ETF Action

What it is

ETF Action reads the US ETF market through flows. Its public face is a daily stream of reports — an ETF Flow Report with issuer league tables, a Review and Preview market note, a most-active list, and weekly recaps for each of its channels, which run from size and style through sector, thematic, municipal, buffer, single-stock and synthetic-income funds to crypto and currencies. On 6 October 2026, for instance, the flow report led with fixed income taking money while semiconductor funds reversed.

Behind the reports sits the data the subscription sells. Every fund is placed in a granular classification — asset and sub-asset class, geography down to country, strategy and weighting scheme, physical or synthetic replication, and a core, satellite or diversifier role — and linked to a benchmark and a beta tracker so funds can be compared against the right peers. On top of that come look-through exposures by sector, theme, factor and size, underlying fundamentals such as P/E, growth, yield, duration and credit quality, institutional ownership of ETFs, and a stock-level view that ranks companies by aggregate ETF ownership and estimates the buy or sell pressure ETF flows put on them.

The platform is pitched at advisers: plan names, the PDF proposal and factsheet generators, and the private model marketplaces all assume a practice with clients. An individual investor can use the $29 tier and ignore the rest.

Pricing

Four levels, monthly prices on the plans page. Free gives basic fund data and classifications, ETF dashboards and the sponsored marketplaces. DIY at $29 a month adds every premium dataset and the interactive fund and portfolio tools, with Excel downloads capped at 50 rows. Advisor Pro at $99 lifts downloads to 500 rows and adds a 13F screening database and enhanced reporting. Model Builder at $199 adds the model construction, testing and management tools, invite-only private marketplaces, unlimited Excel downloads and PDF reports.

The terms bill in advance and renew automatically at the end of each cycle, monthly or annually depending on the plan chosen; no annual price is published and no trial is offered on the plans page. Enterprise channels for issuers, home offices and private marketplaces are sold separately.

Data & coverage

The ETF universe is the US-listed one — the site's own writing measures that market at roughly $15.4 trillion — with global exposure handled as a classification of what a US-listed fund holds, not as non-US listings. The database also extends to mutual funds, closed-end funds, interval funds, model portfolios and SMAs, and listed stocks worldwide, which is what the stock-level ownership views run on. Flow and market reports are published daily on the previous session's data.

Integrations

There is no API on any plan. Data leaves as Excel downloads, row-capped below the top tier, and as PDF reports on Model Builder. The free daily newsletter is the only push channel.

Limitations

• US-listed ETFs only. No UCITS or Canadian listings.
• The row caps are the real paywall. 50 rows of Excel on DIY is a sample, not a dataset.
• No flows history or analytics on the free account beyond what the published reports print.
• Sponsored content sits beside the research. Sponsored insights and sponsored model marketplaces are labelled, and they are how asset managers reach the adviser audience here.
• No trial, and subscriptions renew automatically.

Alternatives

Trackinsight shows daily flows for free across 15,875 funds worldwide, UCITS included, without the look-through analytics. For pairwise overlap and a total-cost comparison of two US funds, ETF Research Center is cheaper at the same $29. Adviser-grade fund research beside stocks is what YCharts sells.