We started xETFs with a straightforward belief: good ETF design comes from deep experience, rigorous thinking, and honest communication. No hype, no jargon, just funds built with purpose and explained clearly.
Our team spans institutional markets, ETF product development, operations, compliance, and investor education. That range isn’t accidental. It’s what allows us to think carefully about how a product is designed, what risks it carries, how it operates day-to-day, and just as importantly, how to explain all of that in plain English to everyday investors.
Johnny brings more than 20 years of Wall Street experience working with institutional clients and high-net-worth investors on portfolio construction and market strategy. He was formerly Head of Cross Asset Solutions at Barclays, where he led teams building derivatives-based strategies for hedge funds and sophisticated investors. That depth of real-market experience is central to how xETFs approaches product design: disciplined, practical, and grounded.
Kenneth joined xETFs in 2025 after spending six years at BlackRock, where he researched and developed new ETF products across equities, derivatives, and alternatives. Before that, he worked in Equity Capital Markets at Lazard and on Deutsche Bank’s Equity Derivatives Structuring team, designing investment strategies for both retail and institutional clients. Kenneth holds a B.A. from Stanford University and is a CFA charterholder. At xETFs, he leads a portfolio design process built around clear objectives, defined constraints, and honest risk tradeoffs, the kind of transparency we think every investor deserves.
Lisa keeps xETFs’ financial, operational, and compliance foundation solid. She brings over 14 years of experience in executive leadership roles with emerging asset managers, plus a decade in investment banking at Merrill Lynch advising corporate clients. She holds a J.D. and M.B.A. from the University of Chicago, a B.S. from the University of Illinois, and is a CFA charterholder. Lisa embodies our view that strong governance and disciplined operations aren’t an afterthought; they’re built in from day one.
Jon leads our commitment to making things easy to understand. He previously served as Director of Marketing and Communications at MarketReader, a generative AI market intelligence firm, where he helped grow the business from pre-launch through enterprise. With over 10 years of experience in fintech, SaaS, and AI, including work as a fractional CMO and startup advisor, Jon knows how to strip away complexity and make products genuinely accessible. At xETFs, that means clearer product explanations and educational content that actually helps investors understand what they own.
The people behind xETFs have spent careers across different corners of the financial world. That collective experience shapes everything: how we design products, how we manage risk, how we run the business, and how we talk about all of it.
We’re building xETFs to offer something genuinely different: innovative exposure through the ETF format, communicated with clarity, and designed to be accessible to all investors. We’re excited to get started, and even more excited to do it the right way.