Accelerating the shift to passive investing

An ETF (exchange traded fund) is an investment vehicle that offers lower expense ratios, increased transparency and greater tax efficiency. ETFs have become increasingly popular
in recent years.

FTSE Russell, a global provider of benchmarks, analytics, and data solutions – and creator of many of the indexes on which ETFs are based – wanted to help  financial advisors better understand how to use ETFs in their clients’ portfolios. Their longer-term objective was to position FTSE Russell at the center of the movement from active to passive retail investing,
in which ETFs played a central role.

VShift worked with FTSE Russell to develop a product strategy for an online platform that would function as a one-stop ETF resource. The product roadmap included:

• ETF education for wealth advisors and retail investors

• Real-time fund data

• Market commentary and news

• Real-world portfolio examples

The effort resulted in a new digital product and ETF insights subscription
service.