How Does an Indie ETF Compete With Vanguard? Fun Tickers and Good Stories
- Flows to smaller exchange-traded fund issuers rose 90% in 2021
- Social media, retail investors have propelled indie ETF firms
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Business school students hear it all the time: In a market dominated by large established competitors, new entrants either need to add more value, bring their own customers, or innovate.
Thanks to the rise of retail investing and the explosion of social media, the key to survival for newbie exchange-traded fund companies facing behemoths like Vanguard Group is increasingly option three. Creativity.