The exchange-traded fund (ETF) market is experiencing a surge in complexity as providers develop increasingly intricate products to attract investors. In 2024, approximately 30% of newly launched ETFs in the U.S. incorporated complex strategies in their names. This trend comes amid a backdrop where U.S. ETFs attracted $1 trillion in investments last year. While ETFs have generally been favorable investments, concerns are emerging regarding their growing complexity, which some analysts warn could lead to suboptimal returns. Reports indicate that the introduction of options for hedging and yield enhancement is contributing to this complexity, raising questions about the long-term viability of such products in the market.