Advisors prioritize customization, alternatives as ETF momentum reshapes 2026 strategies

Financial advisors are heading into 2026 with a stronger emphasis on customised portfolio construction, evolving product wrappers and changing distribution trends, according to new research.  

Based on a survey of more than 500 advisors, it indicates continued movement away from standardised investment models toward solutions designed to address specific client objectives. This shift is expected to influence how asset managers develop products and position their sales efforts over the coming year.

The findings are from FUSE Research Network’s Advisor Trend Monitor.

“Advisors are moving beyond one-size-fits-all models and pushing for solutions that resolve real, client-specific issues,” said Mike Evans, Partner and Director of Advisor Research at FUSE Research Network. “Asset managers that align portfolio construction capabilities with these advisor priorities will be best positioned to capture flows.”

Among the key areas of focus are tax-efficient investment strategies such as tax-loss harvesting, as well as broader use of multiple investment vehicles including ETFs, private market offerings and closed-end structures. Advisors are also anticipating growing client demand for personalised withdrawal approaches and tools to help manage concentrated stock positions.

As an example of how portfolio design is shifting, Aga Kuplinska, SVP of Product Development at Tidal Financial Group, recently told InvestmentNews about a change in how income strategies are constructed.

The FUSE research highlights how differences across advisory segments are shaping product demand. Advisors overseeing larger pools of assets — particularly those managing more than $500m — along with professionals at wirehouse firms, are more likely to expect increased client interest in alternative investments, suggesting continued expansion of non-traditional asset classes.

Overall, the findings suggest asset managers in 2026 will need to balance rising expectations for customised investment solutions with the added complexity that comes from a wider array of product structures and client needs.