You may have heard of Max Rottersman before. The man behind FundForensics and FundExpenses, is back with a new product called FundFinancials.

Rottersman is betting that chief compliance officers, fund boards, counsel and managers -- precisely the fund executives who need to up-to-date on compliance and competitive data -- are not exactly "data experts."

Rottersman rolled out FundFinancials in early July to fill that need, and has thus far signed on Guinness Atkinson. What exactly is the firm offering?

"We're offering really specific data for really specific problems," said Rottersman.

FundFinancials allows fund firms to graph sales and redemption data, analyze market timing, detect changes in investment objectives, and compare their funds' data to peers, said Rottersman.

This could be valuable to small firms as well as large, hypothesized Rottersman. While larger firms often have the resources to analyze data, they are sometimes encumbered by bureaucracy. Small firms, on the other hand, lack a larger understanding of the industry and oftentimes do not have the resources to dedicate to competitive efforts, said Rottersman.

FundFinancial's data is from entirely public information -- N-SARs filed with the SEC.

Although the information is public, "people in the industry don't understand how much [the data] tells," said Rottersman.

Six thousand dollars gives fund companies access to FundFinancial's self-service tools; fund firms can also obtain customized reports at $1,000 each. 

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