Unlike WisdomTree or RAFI -- which have created branded indexes -- RevenueShares seeks to apply its revenue-weighting mechanism to known indexes. Like the well-known State Street Global Advisors SPDRs ETFs, RevenueShares has filed for all of the S&P industry sectors. RWL, for example, applies the revenue strategy to the same index that
iShares S&P 500 Index
RevenueShares has taken a measured approach to launching its ETF product line, not wanting to flood the market with funds. "We will only release ETFs one by one as the market demands them. The last thing we want to do is flood the market with ETFs that don't receive interest and trading volume from advisors, and thus fail," said Paul Weisbruch of RevenueShares.
RevenueShares' familiar indexes and revenue approach make these funds appropriate for longer-term investors. Rather than tracking an extremely focused portion of the market, or resetting on a daily basis, RevenueShares' products are designed as a cheaper alternative to popular mutual funds.
While investors will have to pay-up for the RevenueShares strategy -- IVV's 0.09% management fee is less than RWL's 0.49% -- the ETFs have done well in 2009.
iShares S&P MidCap 400 Index
is up 18.23% year to date, while RWK has jumped 30.62%.
Investors should remain mindful, however, of lower volume in the RevenueShares ETF funds. While the structure of ETF products allows investors to jump quickly in and out of funds, RevenueShares' products are intended for a longer-term audience.