Indexing giant Vanguard is taking a page from BlackRock and is developing a team who help people figure out how to put ETFs into their portfolios, or those of their clients. This is crucial because no matter how sexy ETFs may seem in the media now, your sales are only as the level of understanding people have about your products. And that understanding is only as good as your army of people out there making sure the public understand your products.

BlackRock has had a couple of killer years with iShares because they get this. A number of other firms are realizing that product geeks matter.

This rule doesn’t apply only to ETFs, i.e. alts folk pay attention.  

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