About Us

Our Approach

There is more than $3 trillion invested in ETFs right now making them one of the most popular investing tools in the marketplace. It's estimated that more than 5 million U.S. households own at least one ETF.

But the market is beginning to become convoluted. There are now nearly 1700 different ETFs available to investors covering virtually every market, sector, niche and methodology. It's becoming more and more difficult to determine which funds are good, which are appropriate and which should be avoided.

That's where we come in! We provide unbiased analysis and research on many of the biggest and most popular ETFs in the industry (and in time we'll hopefully get to most!). We analyze the investment approach, fee structure, portfolio construction and other factors to cut through the chaos and provide you with an objective assessment of the fund.

We'll link to analysis we've already provided to other investing sites and provide exclusive fund research that will only appear here. Be sure to subscribe to our site to get notifications and updates whenever new research is posted!

Thanks for visiting! If you have any questions or have an idea for a fund you'd like to see covered, don't hesitate to reach out!