Deutsche Asset Management’s UCITS ETFs and ETCs get new ‘Xtrackers’ branding as sales momentum increases


Deutsche Asset Management (Deutsche AM) is harmonising its exchange-traded fund (ETF) and exchange-traded commodities (ETC) branding to ‘Xtrackers’ as the next step in pushing forward its growing Passive business.

The current branding (db X-trackers ETFs and db-X ETCs) will be replaced with the single, unified Xtrackers to reflect Deutsche AM’s focus on providing straight forward, high quality market index trackers. With the index tracking industry now far bigger than when Deutsche AM’s first ETFs launched 10 years ago, and with thousands of products competing for investor attention, it was felt that a single, coherent product name reflecting the qualities of Deutsche AM’s index tracking products would be easier and more memorable for clients to experience*.
The rebrand is the latest development by Deutsche AM’s Passive platform aimed at broadening the investor base. Deutsche AM has transformed its ETF business into one of the biggest providers of direct, physical ETFs in Europe, while introducing a range of low-cost Core ETFs.
“Our business is the provision of efficient index tracking solutions, and this branding initiative encapsulates that focus. In marketing terms it will create a more coherent, distinctive product suite that investors will immediately recognise,” said Reinhard Bellet, Deutsche AM’s Head of Passive Asset Management.

Year-to-date, Deutsche Am has registered over EUR 2.7 billion of inflows into its ETFs and ETCs (Source: Deutsche AM, as at 24 April 2017).

The roll out of the new branding will take place over the next nine months subject to necessary regulatory approvals. The change will initially only alter marketing materials and will not impact the umbrella company names issuing fund shares. Any subsequent changes to operating company names will be announced to shareholders should they take place and in due course.