If you've ever wondered what it would look like to turn apocalyptic demographic theory into an investment product, wonder no more. Hedgeye Asset Management just launched the Hedgeye Fourth Turning ETF (HEFT), an actively managed fund designed around one of the more ominous frameworks floating around finance right now: the idea that we're living through a once-in-a-lifetime period of institutional collapse and societal realignment.

The fund debuted on November 21 and comes with some serious intellectual firepower. It's co-managed by Neil Howe, the historian-demographer who literally invented the word "Millennials" and co-authored The Fourth Turning, alongside global equity veteran R. Patrick Kent. Hedgeye CEO Keith McCullough says the fund marries the firm's quantitative "Quads and Signals" process with a structural view tailored for what he describes as "a transformational period in history." The expense ratio sits at 0.7%.

Investing in Decades, Not Days

HEFT isn't designed for quick flips or chasing momentum. The fund seeks long-term capital appreciation by targeting equity exposures driven by both secular (think generational) and cyclical forces. Managers blend Hedgeye's top-down macro models with fundamental and thematic research to identify what they call "durable trends" and "asymmetric risk setups."

The structure is flexible. The fund can invest across different regions, sectors, and market caps, and it can concentrate positions where conviction runs highest. This isn't a passive index hug—it's an active bet on where the world is heading.

What Exactly Is a 'Fourth Turning,' Anyway?

Howe's framework classifies certain historical periods as Fourth Turnings: times marked by upheaval, institutional strain, and major societal realignment. Think the Great Depression, World War II, or the American Revolution. These aren't your garden-variety recessions or bull markets—they're generational inflection points.

According to Howe, these periods demand that investors think in long arcs rather than quarterly earnings beats. HEFT attempts to translate that long-horizon perspective into a portfolio that anticipates structural winners and emerging risks before they're obvious.

Kent emphasized that pairing Howe's demographic research with Hedgeye's quantitative risk framework gives investors a disciplined way to navigate what he calls a period of "major transition." The strategy is meant for investors seeking a forward-looking, cycle-aware approach—not thematic punts or sector rotation games.