When it comes to successful mutual fund launches, timing and branding is everything. For evidence, look no further than a seven-month-old ETF that just crossed the 10-figure line.

Andrew Chanin PureFunds CEO

Chris Dieterich of Barron's tells the story of PureFunds and the rise of its now-$1-billion ISE Cyber Security ETF, which has the award-winning and memorable ticker "HACK". Dieterich points out the "impeccable timing" of the launch of HACK "mere weeks before a high-profile breach of Sony Pictures"

In the eyes of PureFunds CEO Andrew Chanin, the road to success is paved with first-to-market products.

"If you're not first, you're last," Chanin told MFWire back in January after HACK crossed the $100 million line in its first six weeks.

So, fund product developers, be speedy. And perhaps consider thematic offerings that investors can easily wrap their heads around. Find the next cyber-security-like theme before it's scaring everyone. 

Edited by: Neil Anderson, Managing Editor


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