Just as a maker of organic salad dressing wants to get into Whole Foods, every ETF issuer is trying to get its products distributed by the fund superstores. Known as wirehouses by the industry, these mega-platforms from the likes of Bank of America, Wells Fargo and Morgan Stanley service advisors with trillions in assets -- and can transform an ETF from zero to hero overnight. But only a minority of funds make it to their shelves. 

So how does an ETF get on these crucial platforms? By getting through the all-important gatekeeper. On this week's Trillions, we chat with Mariana Bush of Wells Fargo and Jon Maier of Global X about their extensive experience in this world of gatekeepers and keymasters. Rachel Evans of Bloomberg News co-hosts.