Blackrock iShares, Gatorade, and Limos.com have all run advertising campaigns on VFN, as well.
Most of the investments in ETPs are concentrated among the top four providers: BlackRock iShares, Vanguard, State Street Global Advisors (SPDR) and Investco PowerShares.
About 1, 200 ETFs are on the U.S. market, with BlackRock's iShares recently commanding a market leading share of 44 percent of all ETF assets, according to the research firm ETFGI.
But a high-profile investor lawsuit against BlackRock, whose iShares funds dominate the business of exchange-traded funds, may finally shine a light on one of the least-understood aspects of those costs.
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See: How BlackRock plans to grow iShares using advisors as one key.
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Such a move could only bring MSCI closer to BlackRock ( BLK) and iShares, which accounted for 8.1% of MSCI revenue in 2011.
On January 24th, BATS Global Markets became the third listing venue for U.S. exchange-traded products when the iShares unit of BlackRock launched the first of sixteen new funds on the BATS BZX Exchange.
BlackRock says 228 of its 232 iShares 98% would still qualify as ETFs under its proposed new nomenclature.
WSJ: BlackRock Wants Some ETFs to Be Sold Under a Different Label
Darek Wojnar, head of iShares product development at BlackRock Inc.
BlackRock ( BLK), owner of iShares, and StateStreet ( STT), which manages the SPDRs, are the two largest ETF managers, followed by The Vanguard Group, which is mutually owned by its funds.
The Schwab announcement, which comes just a week after BlackRock CEO Larry Fink announced fee cuts for some core iShares ETFs.
FORBES: Schwab Continues ETF Price War, Puts Vanguard In The Crosshairs
BlackRock, in turn, will be able to sell its iShares ETFs to a much broader range of investors, including Fidelity customers and their industry-leading 18.5 million brokerage accounts.
Year-to-date, the four star rated Morningstar fund is down 2.5% while the iShares MSCI Emerging Markets exchange traded fund, owned by BlackRock, is up 1.9%.
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While iShares is still the leader in overall ETF assets, new owners BlackRock apparently want to dominate each individual segment as well.
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