Waystone, a full-service provider to the asset management industry, has stated its intention to enter Europe’s white-label ETF market in the near future.

Paul Heffernan, CEO of Waystone ETFs.

The firm has unveiled Waystone ETFs, an institutional platform that will provide third-party asset managers with the infrastructure to build and launch ETFs without having to establish their own full-service business.

Building on the firm’s two decades as a provider of governance, risk, and compliance to the asset management industry, the platform will offer a comprehensive suite of fund hosting capabilities through partnerships with mainstream financial institutions and by leveraging open architecture solutions.

Clients will be able to access white-label, standalone operator, and management company ETF solutions while benefitting from tailored ETF expertise across governance, capital markets, and operations.

According to Waystone, the platform is expected to bring its first ETF to market by the end of the year.

Paul Heffernan, CEO of Waystone ETFs, commented: “Waystone is delighted to be able to offer its clients fully customizable ETF solutions to meet their growing needs, whether it be a white-label ETF solution, a customized platform, or a specialist ETF Management Company solution. We are seeing institutional client demand for specialist ETF support to aid new product development into the industry which Waystone ETFs is ideally placed to provide.”

Cyril Delamare, Chief Growth Officer at Waystone, added: “The launch of the Waystone ETF platform is a natural next step in our mission to offer the asset management industry a full suite of fund solutions. We are proud to be the first ETF platform headquartered in Ireland with a highly experienced team in place.”

Waystone will become the fourth provider of ETF white labeling services in Europe, competing with HANetf, which currently boasts a roster of 44 products collectively housing around $1.7 billion in assets, as well as Leverage Shares and Iconic Funds, both of which have also only recently entered the segment.