Exchange-traded funds have been slow to take off in the European retail market. To improve take-up many believe ETF providers need to take the digital skills they've demonstrated building their products and apply them to distribution as well.

Michael Gruener, co-head of iShares Europe, Middle East and Africa sales, called the European retail market the "largest untapped potential growth opportunity" for the ETF industry. He pointed to the relatively low level of penetration ETFs have so far managed in Europe, where around 10% of retail assets are invested in ETFs, versus 50% for the US.