Exchange-traded funds have transformed the world of investing. The number of ETF launches reached a record in 2025, with more than 1,000 new funds coming to market. However, recent launches have become “more specialized, less diversified, and more expensive,” according to a Morningstar analysis.
According to the firm, the growing number of these specialized ETFs has revealed a “concerning” trend: rather than solving real problems, many are simply riding dominant trends.
This often happens after the underlying stocks have already delivered strong short-term returns, according to Morningstar, which adds that “the irony is that these ETFs tend to come to market at, or near, the peak of a narrative, when valuations are inflated and return expectations are less optimistic.”
The result is that investors end up holding speculative portfolios with high fees. These ETFs “amplify the hype around underlying themes and can contribute to the formation of small bubbles.”
Historically, similar ETF launches have clustered in periods when specific themes performed well, often accompanied by narratives about how those themes would “change the future.” One example is ESG-focused ETFs, which went through this phase in 2021. ETFs linked to artificial intelligence and cryptocurrencies have taken center stage since 2025.
Rather than being grounded in solid investment principles, most of these launches have been timed to capitalize on the enthusiasm surrounding a particular theme.
The Performance Problem
Because many thematic ETFs are launched near market highs, they often face a difficult path from day one. Years of analysis across multiple market cycles show that thematic ETFs tend to lag the broader global equity market after launch, largely because “they are expensive and their valuations at inception are already inflated,” the firm notes.
Morningstar observes this pattern in several recent periods. In 2021, 38 new ESG-focused ETFs were launched following a strong 2020. As of February 2026, only 21 of those 38 vehicles remain. “This high closure rate could be attributed to inconsistent or disappointing performance, an inability to attract new investors, or both factors.”
In 2025, 70 new ETFs focused on digital assets and cryptocurrencies were launched. Some simply track the price of cryptocurrencies such as bitcoin, solana, XRP, ethereum, or dogecoin. Others take already “inherently volatile” cryptocurrencies and add leverage or options that alter their risk/return profile.
The firm notes that these launches followed a couple of exceptional years for cryptocurrencies: bitcoin surged 150% in 2023 and 125% in 2024. However, “investors in more recently launched ETFs in this theme were unable to replicate those spectacular returns,” as bitcoin reached its peak in October 2025 and has since fallen by nearly 50%.
Meanwhile, diversified benchmark indices continued to post steady gains. “In the long term, the combination of poor timing, volatility, high fees, and lack of diversification tends to result in underperformance compared to ETFs that track the broader market,” the firm states.
Concentration and Limited Diversification
Although thematic ETFs may appear diversified at first glance, they are often far more concentrated than investors realize. Most of these vehicles include only a handful of stocks, compared with broad market indices that contain between 500 and more than 5,000 securities, according to Morningstar.
Of the 1,117 ETFs launched in 2025, only 182 had more than 100 holdings in their portfolios. This means that approximately 84% of newly launched ETFs are considerably more concentrated than many investors believe. In addition, nearly 46% of the 1,117 ETFs launched in 2025 held fewer than 10 securities.
“Concentrated portfolios magnify the impact of stock-specific risk and make fund performance disproportionately dependent on a small group of volatile stocks,” the firm notes. It also points out that thematic ETFs with many holdings “may have achieved that diversification by including stocks that have little connection to the concept being marketed to investors.” As a result, the concept can become too diluted, and the ETF may not actually provide the exposure it claims.
Higher Fees and “Mini-Bubbles”
Fees have also started to move in the “wrong direction”: ETFs launched in 2025 had, on average, higher expense ratios than more established funds. Moreover, the firm finds no evidence that these higher costs translate into benefits for end investors.
The rise in expense ratios is largely due to the growth of actively managed ETFs. Of the 1,117 ETFs launched in 2025, 943 do not track any index and would be considered actively managed. The equal-weighted average expense ratio for this group stood at 76 basis points. The common denominator among these recent launches appears to be “high fees, limited diversification, and unjustified complexity.”
When the enthusiasm surrounding these products fades, the correction can be swift and severe. Valuations begin to normalize, triggering sharp declines in the underlying stocks. ETFs focused on small, speculative securities can exacerbate these price drops as fear and selling pressure increase. This often coincides with a wave of ETF closures, as funds that once attracted investors during the boom struggle to remain economically viable once performance weakens.
Ultimately, many investors are left with losses that could have been avoided had they focused on sound principles rather than chasing returns. Ironically, trying to get rich quickly is often the slowest way to build wealth.
What Investors Should Do
Narrative-driven cycles are nothing new, according to Morningstar, as markets have experienced them before and continued to thrive. The keys to long-term success have not changed: diversification remains the first line of defense, helping to reduce stock-specific risks inherent in narrow themes.
Fees also deserve close attention: higher expense ratios require stronger performance to justify the cost. Thematic ETFs have a weak track record, and most fail to outperform the global market.
It is advisable to maintain a healthy degree of skepticism when certain themes dominate headlines: trends that capture media attention and then become the target of a new ETF often signal that the narrative has already been fully priced into the market.
In conclusion, the firm notes that the growing variety of ETFs demands greater scrutiny than ever from investors. “They must look beyond the ‘ETF’ label and evaluate what they are actually buying.”
They also recommend considering the number of holdings in the portfolio, the economic fundamentals behind the narrative, the fees relative to alternatives, and whether recent performance reflects solid fundamentals or temporary enthusiasm. “The idea is to avoid the pitfalls of narrative-driven ETFs and focus on strategies with a solid foundation,” as “ETFs remain powerful tools when used with the same care and discipline that defined their initial success.”
Therefore, in a market environment where innovation is abundant and enthusiasm spreads quickly, “thoughtful decision-making remains the most reliable safeguard.”
