Vanguard Ahead of ETF Curve

Investors can thank Vanguard Funds for helping to bring low-cost exchange-traded fund alternatives into the marketplace. As the ETF industry expands, Vanguard has become increasingly focused on selling ETFs. ETFs have been a driving force for the mutual fund giant, accounting for roughly 20% of net flows over the past year. The influx of assets has made Vanguard the third-largest ETF manager.

The growth of the ETF industry has spurred two separate phenomena. First, issuers have felt compelled to break new ground. In a bid to grab market share, they have created exotic or niche products. Individual country funds, made popular by iShares as early as 1996, are now common. In the quest to offer investors something different this summer, Van Eck launched the Market Vectors Vietnam ETF(VNM Quote) while Global X debuted its FTSE Nordic 30 ETF(GXF Quote).

Vanguard ETFs are Winners

ETF issuers also have tried to break new ground by making previously inaccessible markets like commodities and currencies available to the average retail investor. They have also given the average investor the opportunity to use leverage. Funds like the ProShares UltraShort Real Estate(SRS Quote) and United States Oil(USO Quote) give investors the ability to make the kinds of bets that were previously made almost exclusively by large institutions. (These can also expose investors to credit risk.)

The second phenomenon, which has been propelled by Vanguard, is the increasing number of new ETFs that seek to offer trusted strategies at a more affordable price. As ETF issuers lock horns, investors win. To learn how to take advantage of these low-cost strategies, check out my video:

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Vanguard has been a pioneer in the low-cost ETF industry, sparking interest from other firms. Fixed-income giant PIMCO recently released two low-cost funds. The PIMCO 1-5 Year U.S. TIPS Index Fund(STPZ Quote) and 1-3 Year U.S. Treasury Index Fund(TUZ Quote) face off against iShares TIPs(TIP Quote) and iShares 1-3 Year U.S. Treasury(SHY Quote).