MainStay Investments is a US investment management company based in New York City, and they will soon be launching the world's first suite of Sustainable and Responsible Investing Exchange Traded Funds (ETFs). This Capstone project focuses on the liquidity dimension of ETFs and the factors that impact liquidity when developing an ETF (such as how to build to scale). This project is intended to help New York Life/MainStay Investments better understand the determinants of a successful US ESG financial product launch that meets the needs of US investors and the channels by which they receive financial advice.