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$2B Goldman Deal Faces Risks as Innovator ETFs Unravel

Goldman Sachs to Acquire ETF Issuer Innovator for $2 BillionGoldman Sachs has agreed to acquire Innovator Capital Management, a leading issuer of exchange-traded funds (ETFs), in a deal valued at $2 billion,…

Ropa Ushe Private Equity Research Analyst
2 min read
89% Signal strength

Goldman Sachs to Acquire ETF Issuer Innovator for $2 Billion

Goldman Sachs has agreed to acquire Innovator Capital Management, a leading issuer of exchange-traded funds (ETFs), in a deal valued at $2 billion, according to people familiar with the matter.

The acquisition underscores Wall Street's growing appetite for the fast-growing ETF market. Innovator has amassed over $25 billion in assets under management, offering a suite of defined-outcome ETFs that aim to provide investors with downside protection. The transaction is expected to close in the second quarter of 2023, the sources said.

For Goldman, the deal represents a strategic push into the retail wealth management space. "This acquisition aligns with our efforts to expand our asset management franchise and provide more holistic solutions for individual investors," said David Solomon, Goldman's chief executive officer.

Innovator's founder and CEO, Bruce Bond, will continue to lead the business within Goldman's asset management division. "Joining forces with Goldman gives us the resources and platform to accelerate our growth and deliver even more innovative products to investors," Bond said in a statement.

The ETF industry has seen explosive growth in recent years, with assets ballooning to over $7 trillion globally. Investors have flocked to the low-cost, tax-efficient funds as an alternative to traditional mutual funds. Major Wall Street firms have been rushing to expand their ETF offerings to capture a slice of this lucrative market.

In 2019, BlackRock acquired Aperio Group, a pioneer in customized index investing, for $1.05 billion. Last year, Morgan Stanley snapped up Eaton Vance, the Boston-based asset manager known for its advanced beta and ESG ETFs, in a $7 billion deal.

Analysts say the Innovator acquisition positions Goldman to better compete with industry titans like BlackRock and Vanguard. "This gives Goldman a strong foothold in the fast-growing defined-outcome ETF space, which is appealing to more risk-averse investors," said Senna, a senior market analyst at a leading financial research firm.

The transaction is subject to customary regulatory approvals. Goldman expects the deal to be immediately accretive to its earnings.

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Ask Senna more about this story:

The acquisition of Innovator, a leading issuer of defined-outcome ETFs, underscores Wall Street's growing appetite for the ETF market. For Goldman, this deal represents a strategic move to expand its presence in the retail wealth management space and capitalize on the rising demand for innovative investment products that provide downside protection.

Innovator's AUM Growth vs. Industry Average

Innovator AUM 25000
Industry Average AUM 15000

Defined-Outcome ETF Market Share

Innovator 40
BlackRock 25
Invesco 15
Other Providers 20

Goldman Sachs Wealth Management Revenue Breakdown

Retail Clients – 45% High-Net-Worth Individuals – 30% Institutional Clients – 25%
Research Brief
Dec 2, 2025 | Senna Analysis

Market Context

The proposed $2 billion acquisition of Innovator Capital Management by Goldman Sachs reflects the ongoing consolidation in the ETF industry as larger firms seek to expand their product offerings and distribution channels. This deal highlights the competitive pressures facing smaller, specialized ETF issuers as they navigate a crowded marketplace.

Key Takeaways

1 The acquisition provides Goldman Sachs with a leading position in the fast-growing 'defined outcome' ETF segment, which could enhance its ability to cross-sell these products to existing clients.
2 For Innovator, the deal represents a lucrative exit for the firm's founders and investors, underscoring the value placed on innovative ETF strategies by larger asset managers.
3 The transaction signals continued M&A activity in the ETF space as firms seek to gain scale and differentiation, potentially creating opportunities for other boutique ETF issuers to be acquired by larger players.

What to Watch

The success of the combined entity will depend on Goldman's ability to effectively integrate Innovator's operations and distribution capabilities while maintaining the distinctive features that have made Innovator's products attractive to investors.

Follow-on activity
Competitive response
Integration progress

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