ETFs were once the baby of the investing world, the newest financial innovation. But it seems they have achieved at least teenager status now, as there are more than 2,300 ETFs available to purchase in the U.S. What may surprise you is that there are 161 unique ETF issuers, according to Morningstar data. Bet you can’t name more than 30!
With this saturated ETF landscape, it is getting tougher to compete on price alone, and there are only so many traditional asset classes to re-create.
So, what are all these issuers doing to be different, to compete, and to survive?

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