For four decades, FTSE Russell has been at the forefront of index solutions, evolving from a pioneer in institutional benchmarks to a vital partner for retail investors and financial advisors across the U. S. As the company celebrated its 40th anniversary at the 2025 Future Proof Festival, Ryan Sullivan, Head of Buy-Side Americas, laid out how FTSE Russell helps advisors build confidence with affluent clients—especially during market volatility—and what’s ahead for generational engagement and product innovation.
The Mission: Maximizing Opportunity for Advisors and Investors
FTSE Russell’s foundational story began in the early 1980s with the launch of the Russell Indexes, aiming to deliver institutional-grade opportunity to investors. Today, through its merger with FTSE and expansion into international markets, that mission is as vibrant as ever. Sullivan noted, “The intent was to really maximize the opportunity set for institutional investors. That has certainly migrated into retail and the wealth marketplace today, including advisors. Our ethos is maximizing the investment opportunity for investors, regardless of their channel. I think it's been a continuum of our DNA in the organization for the last 40 years. ” This enduring commitment is reflected in the company’s growing index landscape, now benchmarked by more than $1. 6 trillion in ETF assets worldwide.
Trust in Advisors Remains Strong
The company’s latest U. S. Retail Investor Survey, conducted in partnership with 8 Acre Perspective, paints a picture of high satisfaction and trust among affluent investors. According to Sullivan, “Our engagement with advisors is really through our index. Advisors are using investment products that are linked to our indices and benchmarks, serving advised, self-directed, and institutional investors. ” He continued, “What we see with trust… it's echoed by investors’ somewhat bullish sentiment on their own personal finances. While they see headwinds and concerns at the macro level, they feel their retirement accounts and portfolios are in good shape. That’s married to trust in their advisors—they’ve understood their advisors are truly trying to help them achieve their goals, even through market cycles. ”
Survey data backs up this optimism: over 90% of clients report satisfaction with their financial advisor, and nearly three-quarters expect positive portfolio performance over the next 18 months. More impressively, 97% of investors follow—or plan to follow—the advice received, and 96% report confidence in their advisor’s ability to guide them through volatility. As Sullivan emphasized, “Financial advisors’ good communication during market volatility bolstered high satisfaction levels… advisors are earning their stripes. Most respondents clearly value their financial advisors’ advice, making them more confident about navigating further turmoil in the markets and staying on track for retirement. ”
Gen X: Anxiety, Opportunity, and Direct Indexing
While overall trust is high, Gen X stands out for its unique anxiety and dissatisfaction within the advisory relationship. The survey found 40% of Gen X respondents feel stressed about their investments—over 10 points higher than Boomers and Millennials. Sullivan called attention to these challenges: “Gen X is just kind of unsure, to put it mildly. They’re still reeling from the impacts of the financial crisis; they lost the most value 10-15 years ago, were late saving for retirement, and face pressures supporting parents and kids. Advisors need to better understand Gen X’s goals and leverage tools to manage tax exposure and improve long-term planning. ”
FTSE Russell’s solution? Customization through direct indexing. Sullivan highlighted, “The rise of direct indexing offers a tool to meet Gen X’s need for greater customization. It enables tax efficiency and diversification. The problem seems to be excessively standardized investment services—under half of Gen X strongly agree that advisors meet their individual needs with tailored solutions. ” Advisors who understand and embrace these tools can help Gen X bridge their retirement confidence gap.
Buffer ETFs, Index Use, and Advisor Education
Another headline from the survey: index fund usage remains strong, especially among Millennials, but market volatility has stoked interest in buffer ETFs—exchange-traded funds that cap gains but offer protection on the downside. Sullivan explained, “We see a lot of interest in our indices used to support defined outcome products, especially ETFs tied to Russell benchmarks that participate in up markets while protecting on the downside. ” However, he cautioned, “Only about 43% of advisors feel confident in their understanding of how these strategies work. So for FTSE Russell, it’s not just about creating a benchmark—it’s about supporting education. ”
In practice, advisor education means helping professionals talk with clients about new solutions. Sullivan stressed, “Making sure advisors understand tax optimization, concentration risk reduction, and how ETFs work in the broader portfolio is part of our support. ” The survey reveals 97% of investors plan to maintain or increase their index fund use over the next 12 months, and 73% are optimistic about their portfolios over the next 18 months—even as only about half feel positive about the U. S. economy in the same window.
Key Strategies for Advisors in 2025 and Beyond
So what should advisors do in response to these findings? Sullivan offered three priorities:
- “Continue to improve education. Talk holistically about new tools, whether in the universe of ETFs, buy-outcome strategies, or technology-based applications like direct indexing. Younger advisors are tapping into these quicker—so the landscape must stay agile. ”
- “Focus on allocation. There is increasing interest in international and emerging market equities as well as fixed income. Both asset allocation and compliance must evolve to match changing client needs. ”
- “Understand generational differentials. What worked for the grandparents won’t work for the grandchildren. Advisors must tailor their practice, allocation strategies, and engagement for each segment. ”
FTSE Russell’s Innovation Pipeline
Looking ahead, FTSE Russell is pouring resources into technology and product innovation for advisors. Sullivan announced, “Our big focus now is on improved tools for asset allocation, particularly around private equity and private credit. With our partnership with Stepstone, a leading private asset data provider, we’re creating new joint benchmarks, broadening offerings to institutional and wealth management clients. We want our data and benchmarks readily available for advisors—ensuring that as fintech offerings come to market, FTSE Russell indices and data sets are present and time-tested. ”
This commitment to tech-driven access, international diversification, and generational customization ensures the company's next 40 years will be as impactful as the last.
Conclusion: A Trusted Partner—Building for the Next Generation
Whether working with Boomers, Gen X, or Millennials, FTSE Russell gives advisors a critical edge in delivering outcomes, education, and adaptability. Sullivan summed up FTSE Russell’s secret to staying relevant: “What works for the grandparents isn’t going to work for the grandkids. We continue to build strong relationships with each investor segment—always innovating, always shaping opportunities for advisors and their clients. ”
For advisors, FTSE Russell’s message is clear: Trust in benchmarks. Embrace innovation. Meet clients where they are—and prepare for where markets are going next. Learn more about FTSE Russell here.
