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Forget Vanguard, Insurers Now Have Their Own ETFs to Sell You

  • Investing in the funds is no longer enough for some insurers
  • Insurers now oversee $25 billion in ETFs they’ve set up

Caution is in their DNA, but that hasn’t stopped insurers from jumping into the craze for exchange-traded funds with both feet.

Already some of the fastest-growing institutional buyers of ETFs, these conglomerates are now issuing them to compete with conventional money managers such as Vanguard Group and BlackRock Inc. They’re betting that brand names built on protecting your future can steal away assets -- and it seems to be working. Insurers’ home-grown funds now oversee more than $25.3 billion, up from just $1.9 billion five years ago.