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A recent Kiplinger article highlighted what it called the “best ETFs to buy for 2026 and beyond.” With more than 5,000 ETFs now listed in the U.S., it’s easy to see why publications try to simplify the landscape for investors.
Lists like this are appealing because they promise something we all want: a clear answer to the question What should I buy?
Exchange-traded funds are not complete investments. They are building blocks used to construct portfolios. The most important decision in investing is not which fund to buy first—it is how the overall portfolio is designed.
That’s where many “best ETF” lists fall short.
The difficulty with lists like this is not necessarily the funds themselves, but the lack of guidance about how they are meant to be used. Are investors supposed to pick one? Own all of them? If so, in what proportions? The article offers no real direction. In fact, one of the selections is a balanced fund that already contains stocks and bonds internally, which would make little sense to combine with the separate stock and bond funds on the same list. The result is a list that appears to offer clarity but actually leaves the reader with no practical framework for building a portfolio.
When people are presented with several options but little guidance about how to allocate among them, a predictable behavior often appears. Behavioral economists call this the 1/n rule—dividing money equally among the available choices. Research on retirement plans by economists Shlomo Benartzi and Richard Thaler found that many participants behave exactly this way when faced with a menu of investment options.
It feels diversified, but it is really just a response to too many choices and too little structure.
Another subtle point is that most of the funds on lists like this are broad index funds. Indexing has many advantages—low cost, transparency, and broad diversification—which is why it has become so widely used. But investors should also understand how index construction works. Market-capitalization-weighted indexes automatically allocate more money to companies whose stock prices have already risen the most and less to those that have fallen. Over time this can concentrate portfolios in the market’s largest companies and blend stronger and weaker businesses alike. None of this makes indexing a poor choice, but it does illustrate why thoughtful portfolio construction sometimes involves more than simply buying a list of funds.
The Kiplinger list itself illustrates another subtle issue. Its selections ranged from a global stock index fund (Vanguard Total World Stock ETF, VT) and a broad bond fund (iShares Core Universal Bond ETF, IUSB) to a gold ETF (SPDR Gold MiniShares Trust, GLDM), a Bitcoin ETF (Fidelity Wise Origin Bitcoin Fund, FBTC), and a balanced fund that already combines stocks and bonds (Capital Group Core Balanced ETF, CGBL). Lists like this often include assets that appeal to very different investor concerns. Gold has long attracted investors worried about inflation, currency instability, or geopolitical shocks. Bitcoin, meanwhile, carries a very different emotional pull—the possibility of participating in a transformative new technology or financial system. Each may have a role in certain portfolios, but placing both on a short list of “best ETFs” subtly shifts the focus from portfolio design to reacting to competing narratives about the future.
Exchange-traded funds have transformed investing by providing transparent, low-cost access to markets around the world. But like any tool, their usefulness depends on how they are used.
The goal is not simply to collect a handful of “best” funds.
The goal is to build a portfolio that is coherent, diversified, and aligned with the investor’s long-term objectives.
And that requires something a list can’t provide: thoughtful design.





