Moneyfarm launches ETF Selector to simplify ETF selection for self-directed investors
22 SEPT, 2026
By Joanna Piwko from RankiaPro Europe
Moneyfarm has launched the ETF Selector, a new tool inside its Conto Trading that applies the platform's 15 years of professional ETF selection experience to investors who manage their own portfolios. The launch, announced today, comes as Italian ETF investors have grown to 2.4 million and assets have surpassed €39 billion, more than doubling in five years. At its core is the Moneyfarm Index, a proprietary 0 to 10 score that compares more than 1,500 ETFs across eight objective parameters.
An ETF market investors find increasingly hard to navigate
Borsa Italiana now lists more than 2,000 ETFs, double the number available a decade ago, with 228 new listings in the first eight months of 2026 alone. According to Moneyfarm, that expansion has come with a cost: 51% of investors say they feel confused by the offer, and 45% point to the proliferation of similar products as their main difficulty in choosing between them.
The research behind the launch also found that 19% of investors struggle to find reliable information and another 19% fear making the wrong choice. Just 14% of listed ETFs generate 80% of actual trading activity, a concentration Moneyfarm says reflects how hard it is to compare similar products without objective tools.
ETF Selector: eight metrics distilled into a single score
The Moneyfarm Index, built by the firm's Asset Allocation team, scores each ETF from 0 to 10 by combining eight verifiable parameters: lending policy, trading volume, discount to NAV, fund size, total expense ratio, tenure on the market, replication method and bid/ask spread. The score is calculated by percentile ranking within each homogeneous ETF category and updated periodically, so a score of 8 out of 10 signals an ETF that is cheaper, more liquid, larger and more transparent than roughly 80% of its comparables.
Moneyfarm is explicit that the tool does not choose on the client's behalf, does not constitute financial advice and makes no claims about future performance. It is designed for the last step of the investment process: once an investor has decided which market or asset class to target, ETF Selector ranks the available options within that category using the underlying data, which remains independently verifiable through each fund's KID.
Built for a fast-growing self-directed client base
The tool lands on a Conto Trading business that has expanded quickly: client numbers are up 42.4% in under two years, with a 70.7% increase among women, while orders have risen 520%, active clients 221% and traded value 338%. The average order size is €3,141, average holding period is 183 days, and 22.1% of clients have set up a recurring investment plan averaging €350 a month.
Our research confirms that the Italian ETF market has exploded, with orders up fivefold and traded value growing 338% in under two years, but that more choice hasn't produced more clarity. Moneyfarm is the only platform in Italy that tackles this challenge in a truly integrated way: we are ETF-centric by nature and bring together wealth management, brokerage and supplementary pension provision in one place. But the real difference isn't in the tools we provide, it's in the kind of relationship we build with the client. We don't just offer technology, we stand beside every investor the way an advisor would, with the same quality of analysis and guidance that until yesterday was reserved for large fortunes. The ETF Selector is the synthesis of this approach: 15 years of professional selection, accessible to anyone who uses our Conto Trading.
Giovanni Daprà, Co-founder and CEO, Moneyfarm
