Bats Global Markets is going to new lengths to grab more of the market for exchange-traded funds, offering to pay companies rather than charge them to list the popular investment products on its exchange.

The Lenexa, Kansas-based exchange operator on Thursday plans to launch what it calls the Bats ETF Marketplace, which will pay ETF providers as much as $400,000 a year to list on Bats. Payments will vary depending on average daily volume.