This is a 'watershed moment' for the ETF industry, says NYSE ETF chief—here's why

— which are not required to disclose their holdings regularly to investors, as most ETFs are — could soon take the ETF world by storm.

With 2,280 listed ETFs now harboring close to $4 trillion in assets in the U.S. market, that's a long way to go for this nascent industry — and Yones plans to capitalize on a good deal of it. "We're going to bring the power of the floor, the magnitude of that designated market maker — the person that's responsible to be there — to add liquidity, but also reduce volatility," Yones said. "We've offered this to the greatest companies in the world for over 227 years. It's time to offer that back to the ETF industry."

And, if you ask Yones, he says: "there's still a lot of opportunity out there, and we are seeing it."

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