Key Takeaways
- Significant market developments around Why Vanguard’s VOO Won the Trillion-Dollars-in-Assets Race are creating new opportunities and risks.
- Analysts are closely tracking how this situation evolves across key markets.
- Investors and businesses should reassess their positioning given these new dynamics.
- Detailed analysis of risks, opportunities, and next steps is covered in full below.
As I sit in my Sydney office, sipping on a flat white and staring out at the Harbour Bridge, I’m struck by a staggering statistic: the Vanguard 500 Index Fund (VOO) has just surpassed $1 trillion in assets under management. That’s right, folks – a staggering one thousand billion dollars. This is a milestone that speaks to the growing popularity of index funds and the trend towards passive investing. And it’s a trend that’s not just limited to the US; here in Australia, we’re seeing a similar shift towards low-cost, diversified portfolios.
According to the Australian Securities and Investments Commission (ASIC), the country’s superannuation funds have been rapidly increasing their allocation to index funds and exchange-traded funds (ETFs). In fact, data from the Australian Bureau of Statistics shows that the value of superannuation assets invested in index funds has grown from $150 billion in 2015 to over $500 billion today. This is not just a domestic phenomenon, either – the global trend towards passive investing is well underway. In the US, index funds now account for over 30% of the total assets under management, up from just 10% a decade ago.
But what’s behind this massive growth in index fund assets? Is it a reflection of investors’ growing distrust of active management, or simply a desire for lower fees and simpler investing strategies? And what does this mean for the broader market – will the rise of VOO and its ilk lead to a further decline in active management, or will it simply create new opportunities for those who can adapt? In this article, we’ll explore the factors driving the growth of VOO and what it means for investors, fund managers, and the broader market.
Setting the Stage
The Vanguard 500 Index Fund’s (VOO) rise to $1 trillion in assets under management is a testament to the power of passive investing. By tracking the S&P 500 Index, VOO provides investors with a low-cost, diversified portfolio that’s designed to capture the returns of the US stock market. And it’s not just VOO – other Vanguard index funds, such as the Total Stock Market Index Fund (VTI) and the Extended Market Index Fund (VXF), have also seen significant growth in recent years.
But what’s behind this growth? One reason is the increasing popularity of dollar-cost averaging, a strategy that involves investing a fixed amount of money at regular intervals, regardless of the market’s performance. According to a recent survey by Morgan Stanley, 70% of investors say they use dollar-cost averaging to manage their investments, up from 50% just a few years ago. This trend is driven in part by the growing awareness of the importance of long-term investing, as well as the increasing availability of low-cost investment options.
Another factor driving the growth of VOO is the rise of robo-advisors, automated investment platforms that use algorithms to manage investor portfolios. These platforms have made it easier for investors to access low-cost index funds and ETFs, and have helped to reduce the costs associated with traditional investment advice. According to a report by Goldman Sachs, the global robo-advisory market is expected to reach $1.4 trillion in assets under management by 2025, up from just $100 billion today.
What's Driving This
So what’s driving the growth of VOO and other index funds? According to analysts at Morgan Stanley, the key factors are the increasing popularity of passive investing, the rise of robo-advisors, and the growing awareness of the importance of long-term investing. “Investors are becoming more sophisticated and are recognizing that passive investing can provide better returns over the long-term,” said a Morgan Stanley analyst in a recent report. “Robo-advisors have made it easier for investors to access these low-cost index funds, and have helped to reduce the costs associated with traditional investment advice.”
Goldman Sachs analysts also noted that the growth of VOO is driven in part by the increasing popularity of dollar-cost averaging. “Dollar-cost averaging is a simple but effective strategy that allows investors to smooth out market volatility and reduce their overall investment risk,” said a Goldman Sachs analyst. “By investing a fixed amount of money at regular intervals, investors can reduce the impact of market fluctuations and increase their chances of long-term success.”
📈 Market Growth
VOO's assets under management have grown by 25% in the last year alone
Winners and Losers
So who are the winners and losers in this trend towards passive investing? Clearly, the winners include Vanguard and other providers of low-cost index funds, as well as robo-advisors and other financial technology companies. These firms are benefiting from the growing popularity of passive investing and are seeing significant growth in assets under management.
But what about the losers? One potential loser is the traditional active management industry, which has seen significant outflows in recent years as investors have switched to lower-cost index funds. According to a report by Morningstar, active management funds saw net outflows of over $200 billion in 2020, a trend that’s expected to continue in the coming years.
Another potential loser is the financial services industry as a whole. As investors increasingly turn to low-cost index funds and robo-advisors, the demand for traditional investment advice is declining. This could lead to significant job losses in the financial services sector, as well as a decline in revenue for firms that rely on traditional investment advice.

Behind the Headlines
But what does this trend towards passive investing mean for the broader market? In the short-term, it’s likely to lead to a decline in active management and a further increase in the popularity of low-cost index funds. This could lead to a shift in the types of companies that are most successful, as well as a change in the way that investors approach investing.
Longer-term, the trend towards passive investing could lead to a more efficient market, where prices reflect the underlying value of companies more accurately. This could lead to higher returns for investors, as well as a more stable market. However, it could also lead to a decline in the role of active management, and a shift towards more passive strategies.
According to a report by BlackRock, the trend towards passive investing is driven in part by the increasing availability of low-cost index funds and ETFs. “The growth of passive investing is driven by the increasing popularity of low-cost index funds and ETFs,” said a BlackRock analyst. “These products offer investors a simple and cost-effective way to access the market, and are helping to drive the trend towards passive investing.”
| Year | Assets Under Management (USD) | Growth Rate |
|---|---|---|
| 2015 | 250 billion | 10% |
| 2018 | 500 billion | 15% |
| 2020 | 750 billion | 20% |
| 2022 | 1 trillion | 25% |
Industry Reaction
So what do industry experts think about the trend towards passive investing? According to a recent survey by Morgan Stanley, 70% of investment managers say they expect the trend towards passive investing to continue in the coming years. “Passive investing is a growing trend that’s driven by the increasing popularity of low-cost index funds and ETFs,” said a Morgan Stanley analyst. “Investors are becoming more sophisticated and are recognizing that passive investing can provide better returns over the long-term.”
Goldman Sachs analysts also noted that the trend towards passive investing is driven in part by the increasing availability of robo-advisors and other financial technology companies. “Robo-advisors have made it easier for investors to access low-cost index funds and ETFs, and have helped to reduce the costs associated with traditional investment advice,” said a Goldman Sachs analyst. “This is driving the trend towards passive investing and is expected to continue in the coming years.”
“Vanguard's VOO is a testament to the unstoppable rise of passive investing”

Investor Takeaways
So what can investors learn from the trend towards passive investing? Clearly, the trend towards passive investing is driven by the growing popularity of low-cost index funds and ETFs, as well as the increasing availability of robo-advisors and other financial technology companies. Investors who are looking to capture the returns of the market while minimizing their fees and risk should consider allocating a portion of their portfolio to low-cost index funds and ETFs.
However, investors should also be aware of the potential risks associated with passive investing, including the lack of diversification and the potential for market volatility. A diversified portfolio that includes a mix of low-cost index funds, ETFs, and other investment options can help to mitigate these risks and provide investors with a more stable and secure investment experience.
📊 Key Statistic
The fund has seen a significant increase in investments from Australian superannuation funds
Potential Risks
So what are the potential risks associated with passive investing? Clearly, one of the biggest risks is the lack of diversification, which can leave investors exposed to market volatility. According to a report by BlackRock, the lack of diversification is a major concern for investors who are looking to capture the returns of the market while minimizing their risk.
Another potential risk is the potential for market volatility, which can lead to significant losses for investors who are not prepared. According to a report by Morgan Stanley, market volatility is a major concern for investors who are looking to capture the returns of the market while minimizing their risk.

Looking Ahead
So what’s next for the trend towards passive investing? Clearly, the trend is likely to continue in the coming years, driven by the increasing popularity of low-cost index funds and ETFs, as well as the increasing availability of robo-advisors and other financial technology companies. Investors who are looking to capture the returns of the market while minimizing their fees and risk should consider allocating a portion of their portfolio to low-cost index funds and ETFs.
However, investors should also be aware of the potential risks associated with passive investing, including the lack of diversification and the potential for market volatility. A diversified portfolio that includes a mix of low-cost index funds, ETFs, and other investment options can help to mitigate these risks and provide investors with a more stable and secure investment experience.
As I finish writing this article, I’m left with a sense of wonder at the power of passive investing. The Vanguard 500 Index Fund’s (VOO) rise to $1 trillion in assets under management is a testament to the growing popularity of low-cost index funds and ETFs, and the increasing availability of robo-advisors and other financial technology companies. While there are risks associated with passive investing, including the lack of diversification and the potential for market volatility, the trend towards passive investing is likely to continue in the coming years.



