EasyETFs: What’s Our Secret Sauce? Strategy, Not Hype

This blog is brought to you by the EasyETFs team and shines a light on the thinking that powers its actively managed ETFs (AMETFs). The strategies behind these products are built and executed by EasyAssetManagement (EAM), EasyETFs’ investment manager. In this piece, the EasyETFs team shares insights from EAM - unpacking the approach that sets their AMETFs apart and exploring the thinking behind their standout 2024 performance*.

At EasyETFs, we often get asked one key question: What makes your actively managed ETFs (AMETFs) different - and why should I consider them now?

Our answer is simple: it’s all about the manager; EasyAssetManagement (EAM) - the investment manager for our AMETFs. Their approach is what sets these AMETFs apart. EAM brings a distinctive edge - a fusion of forward-looking thematic vision with rigorous, bottom-up stock selection. It not just theory - it’s a proven philosophy that anchors every one of our AMETFs and continues to deliver results that speak for themself time and time again.

So, we asked EAM to lift the hood on their process - to unpack what makes their style different and share the thinking behind the performance.

EasyAssetManagement - Investing in the World as It Will Be, Not as It Was / Is

The world has changed. Static sector investing and backward-looking benchmarks just can’t keep up. That’s why we start with megatrends - long-term forces reshaping industries, societies, and investor expectations.

We call this our top-down thematic lens. Think:

• Artificial Intelligence & Automation – Not hype, but horizontal enablers driving transformation across sectors.
• Nearshoring & Resilient Supply Chains – Realigning global trade in a post-globalization era.
• Next-Gen Infrastructure – From clean energy to digital highways.
• Medical Innovation – Biotech breakthroughs from gene editing to GLP-1s.
• Digital Consumer Brands – Loyalty-first, platform-native businesses scaling globally.

We don’t follow fads. We study structural, societal, and economic change. Our job is to spot the themes before they show up in the rear-view mirror of the index.

Not All Themes Are Created Equal

Our process filters megatrends through five lenses:

1. Macro Support – Are policy or economic tailwinds real and durable?
2. Revenue Growth – Is there demonstrable top-line expansion?
3. Operating Leverage – Can growth convert to earnings efficiently?
4. Valuation Discipline – Are we paying a smart price for that growth?
5. Volatility Sensitivity – Can the theme hold up in shifting macro regimes?

This approach helped us overweight AI and underweight hype. It helped us lean into resilient fintechs, not overvalued payment platforms. It’s conviction, not consensus, that drives our decisions.

Bottom-Up: Where the Real Work Happens

Our themes are a map. But stock selection? That’s the journey.

Every company we include in our AMETFs goes through a forensic evaluation:

• Fundamentals – Revenue, earnings, free cash flow, debt structure
• Company-Specifics – Leadership, execution, competitive moat
• Industry Dynamics – Tech disruptions, margin compression, market share shifts
• Factor Analytics – Growth metrics, price-to-value, profitability
• Macro Overlay – Rates, regulation, currency risk

This disciplined process gives us the confidence to back companies that others overlook - or exit those that others still hold.

2024 Performance*: Proof of the Process

This isn’t just a framework - it works. In 2024:

• EasyETFs Global Equity AMETF: +75.89% vs. +29.29% benchmark return (MSCI All Country World Total Return Index)
• EasyETFs AI World AMETF: +26.01% vs. +11.22% benchmark return (Morningstar Global AI Index)
• EasyETFs Balanced AMETF: +25.76% vs. +13.32% benchmark return (SA Multi-Asset High Equity average)

In a year of geopolitical shocks, AI exuberance, and inflation pivots, our process stayed consistent - and it paid off.

“Mimicking the herd invites regression to the mean.” - Charlie Munger

Why It Matters Now

2025 has reminded investors that conviction and adaptability beat passive exposure when uncertainty rises. In today’s environment of macro uncertainty, shifting policy, and structural transformation, portfolios need more than just broad exposure - they need precision and foresight.

That’s why thematic AMETFs, when thoughtfully managed, aren’t just a niche - they’re an essential tool for investors who want to stay future-fit. These strategies aren’t chasing trends - they’re aligned to deep, structural change and are built to respond to today’s complexity with clarity and agility.

Our Secret Sauce? It’s Not So Secret

It’s a commitment to clarity. A belief in process. And the courage to be early, not trendy.

EasyAssetManagement, doesn’t mimic the herd - we chart our own path. We ride the right themes, at the right time, with the right tools.

Ready to see it in action? Explore our AMETFs today on EasyEquities.

*Past performance does not guarantee future results, different types of investments involve varying risk. Take time to do your own research on your investments in order to make informed decisions.

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