One of the strongest forces currently reshaping the financial product distribution landscape is the increased usage of model portfolios by advisors. Understanding how and why advisors are using model portfolios provides insight into the ideal sales approach necessary to capture model-driven fund and ETF assets, and it has profound implications for asset managers’ distribution strategies and resulting profitability. This article aims to shed light on the emerging trend toward model portfolios and identify key drivers. It will also explore industry responses and implications for the various players. Market sizing information will also be provided.