U.S.-based asset managers — using active or passive strategies — who are looking for an ETF presence in Europe can now access HANetf, a new independent “white label” ETF platform launched by former WisdomTree Europe CEOs.

HANetf, launched by ETF entrepreneurs Hector McNeil and Nik Bienkowski, is designed to provide a “one-stop-shop for asset managers” looking to enter the European Undertakings for the Collective Investment of Transferable Securities, or UCITS, ETF market “without having to establish a full-services business,” according to the company.

The HANetf co-CEOs say the platform disrupts the ETF market “by lowering the barriers to entry for asset managers through an innovative platform” that provides product development, compliance, capital markets, sales, marketing and distribution services.

Europe is the second largest ETF market in the world, behind the United States, with just under $700 billion of assets under management.

McNeil and Bienkowski established two successful European ETF ventures - ETF Securities and Boost ETP (which later became WisdomTree Europe).

“We are incredibly excited about establishing HANetf,” Bienkowski said in a statement. “We passionately believe ETFs are the future of investment and still have a huge amount of growth ahead of them in Europe. By establishing Europe’s first ‘white label’ business we will massively lower the barriers to entry for all asset managers who may look to issue any range of ETFs.”

Asset managers “should have an ETF strategy, yet they do not necessarily want to deal with the cost and burden of setting up a full-services European ETF operation, and we feel we are uniquely positioned to utilize our experience within the ETF industry to enable others to enter the market,” Bienkowski continued.

McNeil added that with the growing popularity of ETFs in Europe, “asset managers will need to be able to issue passive, smart beta and ultimately active investment strategies in a timely and efficient manner to take advantage of this demand.”

HANetf wants “to help any companies who may have thought the road to market too costly, time consuming or management intensive to issue ETFs under their own efforts.”