FYI: At ETF.com, it’s our job to cover every new launch. We try and do it with the level of skepticism any investor should take toward a new product. At the same time, we try to keep an open mind. When we see something unique, it’s easy to fall into the trap of asking, “Wait, what? Who is this even for?”
But the ETF industry, with nearly 2,200 funds now, clearly serves more than one master. Not every investor is a 30-year-old with an infinite time horizon and daredevil risk tolerance. Not every investor is a retiree looking for income. Not every investor is a day-trading hedge fund manager.
But there are ETF products that are perfect for each one of those needs, and many more. And I think the proliferation of thematic and niche ETFs actually makes all of us better investors.