A celebrated ETF startup in Southern California is expanding its team, launching a new tool, and preparing to add more funds to its lineup.

Eric Ervin, co-founder and CEO of San Diego-based Reality Shares, confirms that he is building out his shop's marketing and sales teams. He sees being based in San Diego as a recruiting boon for Reality Shares.

"We think we can attract an awful lot of talent that wants to get out of the city," Ervin tells MFWire, contrasting San Diego with places like New York.

Reality Shares is also rolling out a new investor tool, Guardian Indicator.

"It indicates when the markets are going to be considered healthy ... or bearish, from a price perspective," Ervin says.

That new tool also feeds into Ervin's product development efforts. After several years of prep work, last December Reality Shares debuted its first ETF, the Reality Shares DIVS ETF (DIVY). That ETF uses a quantitative, rules-based strategy designed to track the growth of dividends. Ervin expects to be filing for more ETFs, with similar themes, "within the next few weeks." And he foresees eventually using the Guardian tool (or at least the ideas behind it) to power an ETF, too. 

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