A lot of ETF funds here play a bit of an educational mission. They have regular commentaries and features on financial media, often around ‘demistifying investing’ and always talk to how passive is so much better than active+fees.
I’ve often been shocked at how low the level of financial literacy is amongst even highly educated people. The standard passive marketing pitch appeals to them because it’s so much less opaque than active approaches.
I’ve long wanted to do something similar in South Africa. I think the key is ease of setup and building in scheduled contributions. If your customers are putting in a set amount each month then your revenue grows year on year even if your market share stalls.