Betashares, an Australian financial services business has appointed Elaine Herlihy to chief marketing officer, as the firm enters its next phase of growth.
As CMO, Herlihy will lead Betashares’ brand, marketing, communications and educational initiatives. She will ensure the company communicates its offerings clearly and helps investors and advisers make informed decisions that support financial goals.
She brings over 25 years of experience in senior marketing roles across financial services and global technology businesses, including Westpac, OFX, PayPal and BT. She has led teams through periods of change and growth, with a focus on clear communication, building customer trust, and maintaining long-term relationships.
Most recently, Herlihy worked at Westpac as the acting chief brand and marketing officer.
“Elaine’s world class experience in building trusted, customer-focused brands makes her an excellent addition to our leadership team,” said Betashares founder and CEO, Mr Alex Vynokur. “We’re excited to welcome Elaine, as we strengthen our brand, marketing and communications efforts to deliver on our next phase of growth.”
Herlihy said she was excited to join Betashares as more Australians seek to secure their financial futures. “Betashares has built a very strong reputation for making quality investing accessible and affordable for all Australians,” she said. “It’s an incredibly exciting time to be in this innovative and fast growing organisation and team. I look forward to helping Betashares continue its growth and provide tools, insights, and education that empower people to make informed decisions and enjoy greater choice in their lives.”
As more Australians seek to build long-term wealth, the ETF industry continues to grow rapidly. Over three million Australians are forecast to be invested in ETFs by the end of 2026, with industry funds under management projected to exceed $400 billion.
Betashares is growing strongly, now managing over $75 billion in assets and serving over one million Australians across ETFs, managed accounts, superannuation and Betashares Direct. Building on this track record, Betashares is expanding into a broader financial services business, having last year acquired leading financial education podcast Equity Mates and merged its managed accounts business with InvestSense to form Trellia Wealth Partners.
