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“My friend told me ETFs are better than everything else.”

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“‘An ETF is better than anything else.’ Here’s a response that puts things into perspective.”

ETFs are excellent… but not a universal solution

Exchange-traded funds (ETFs) have gained popularity over the past two decades—and for good reason. They offer diversification, low fees, and accessibility. It’s therefore not surprising to hear statements like, “My friend told me ETFs are better than anything else.”

But be careful: what’s “better” always depends on your personal situation, goals, investment horizon, risk tolerance, and ability to manage your portfolio yourself. ETFs are an excellent tool, but they don’t replace a comprehensive strategy, professional guidance, or the need to diversify across different types of assets and investment vehicles.

1. What exactly is an ETF?

An exchange-traded fund (ETF) is a type of fund that pools together dozens or even hundreds of securities and trades like a stock on the stock market. There are two main categories:
  • Index (passive) ETFs: replicate a stock market index (e.g., S&P 500, TSX, Nasdaq).
  • Active ETFs: managed with the goal of outperforming an index or generating income (e.g., dividends, bonds, multi-asset funds).
The main advantage of ETFs is their low cost. Management fees (MERs) often range from 0.03% to 0.50%, which is significantly lower than the average for mutual funds (often around 1.5% to 2.5%).

2. Yes, ETFs are efficient… but they don’t do everything

Just because ETFs are low-cost doesn’t mean they’re automatically superior. Here are some important limitations:
  • They offer no guidance. Buying an ETF doesn’t tell you when to invest, when to withdraw, or how to balance your assets.
  • They are not automatically aligned with your personal goals. An ETF can be well structured but poorly suited to your time horizon or risk profile.
  • They don’t manage your emotions. During market downturns, many investors sell at the worst possible time—and ETFs don’t change that.

3. What works for your friend isn’t necessarily right for you

Your friend may have a very different profile from yours:
  • Is he comfortable with volatility?
  • Is he investing for 30 years?
  • Does he manage his accounts himself?
  • He doesn’t have complex tax or estate obligations?

But do you have:

  • a family to support?
  • short-term liquidity needs?
  • a retirement planned within the next 10 years?
  • a desire to transfer wealth in a tax-efficient way?
An ETF can be an excellent component of your strategy… but it doesn’t take all of this into account.

4. A good plan sometimes uses ETFs… but within a structured framework

An advisor can incorporate low-cost ETFs into a diversified strategy that:
  • takes your investment horizon into account;
  • helps you allocate between stocks, bonds, and cash according to your profile;
  • uses the right vehicles (RRSP, TFSA, non-registered account, corporation) based on tax efficiency;
  • includes a gradual and tax-efficient withdrawal strategy;
  • integrates estate planning, insurance, and government benefits.
The tool (the ETF) is good. But without proper use, a good tool can become a bad choice.

5. ETFs don’t replace a financial plan

A retirement plan, estate planning, and a withdrawal strategy—these are things ETFs can’t do for you.

And these elements have just as much (if not more) impact on your financial security as management fees do.

As Vanguard (2020) aptly summarizes:

« The value of advice can represent up to 3% in additional net annual returns by guiding investor decisions beyond mere product selection.»

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In conclusion

Yes, ETFs are good products. But no, they’re not “better than everything else” in absolute terms. What matters is what’s best for you, in your situation.

So instead of choosing a product just because a friend talks about it, ask yourself this question:

Do I have a clear, personalized, and coherent strategy… or just a single, isolated product?

Sources :

  • Vanguard, Advisor’s Alpha, 2020
  • Dalbar Inc., Quantitative Analysis of Investor Behavior, 2023
  • AMF, Investor’s Guide to ETFs, 2022