BlackRock has announced that iShares is launching a campaign to assist US investors in selecting ETFs.
For the initial phase of its campaign, iShares has published an Investor ETF Checklist and an accompanying video. Both are available on the firm's website.
iShares says that while investor interest in ETFs has grown dramatically, attracting $632bn in new assets in the past five years alone, it is important that investors understand the differences between individual products.
The checklist identifies five factors that steer ETF performance, including exposure and tracking efficiency, structure, total costs, liquidity, and the manager's track record.
Continuing the theme of a recent advertisement campaign, the company also uses the publication to emphasise that an ETF's annual expense ratio fails to include trading, tax and commission costs, among others.
BlackRock head of US iShares product Noel Archard says: "ETFs offer investors attractive benefits both large and small, but investors need to take a close look under the hood when considering a particular ETF product".
iShares says they have plans for further educational tools, but did not indicate any specifics.
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