Defined outcome exchange-traded funds (ETFs), particularly buffer strategies, have grown in popularity as investors seek ways to manage volatility and reduce downside risk in uncertain markets. These ETFs cap upside potential in exchange for a defined buffer against losses, typically over a 12-month period, allowing investors to stay invested while limiting risk exposure. 

While the trade-off of reduced upside may not appeal to long-term growth investors, recent innovations such as bitcoin-protected ETFs have expanded the reach of these products, offering cautious entry points into riskier assets. 

The market for defined outcome ETFs has expanded rapidly, now exceeding 400 funds with more than $70 billion in assets and $8 billion in net inflows year-to-date. Innovator and First Trust dominate the space, accounting for more than 90% of assets under management, though new entrants like AllianzIM and Calamos are gaining ground with differentiated strategies. 

Finsum: Defined outcome ETFs have evolved from a niche product into a mainstream risk management tool, reflecting rising investor demand and ongoing product innovation.