Elaine Herlihy
Betashares, a leading Australian financial services business, has announced the appointment of Ms Elaine Herlihy as Chief Marketing Officer (CMO), as the firm enters its next phase of growth.
Ms Herlihy joins Betashares at a time when more Australians than ever are taking control of their financial
future.
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.
Betashares has a strong track record of investor education, marketing and communications across its
growing client base of financial advisers, as well as retail and institutional investors. Since its founding, the
company has invested heavily in its range of genuine educational content, helping Australians understand
the power of investing in providing financial security and more choices throughout their lives.
As CMO, Ms 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.
Ms Herlihy 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 longterm relationships.
“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.”
Ms 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,” Ms Herlihy 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.”