Whether you're an asset manager, fintech founder, or investor tracking the evolution of ETFs, this episode offers a front-row seat to the future of investment product innovation. How do you compete with giants like BlackRock, build successful ETF brands, and turn bold ideas into regulated products? Hector McNeil, co-CEO of HANetf, has done precisely that again and again. He shares lessons from launching Europe's first commodity ETFs, explains why Actively Managed Certificates (AMCs) are powerful tools for innovation, and explores the increasingly blurred lines between structured products, tokens, and ETFs. Plus, he unpacks the challenges of ETF liquidity, regulatory fragmentation, and why brand and intellectual property are becoming critical in active strategies.