Active management is making a comeback in the ETF space. Through the first three quarters of this year, roughly 73% of newly launched ETFs took an active approach rather than tracking indexes. This marks a clear pivot as the investor landscape transforms. Younger traders are increasingly entering the market, reshaping demand patterns. The shift reflects how retail participation and trading accessibility have reshaped fund strategies—institutions now chase returns over simple index replication. It's not just about products anymore; it's about who's buying them and what they actually want.