Exchange-traded funds are looking for a few good gamblers.
ETFs are famous for tracking simple, broadly diversified indexes cheaply, transparently and tax-efficiently, an ideal combination for long-term investors. The problem for aspiring issuers is that the market for those ETFs is dominated by the big three — BlackRock Inc., Vanguard Group and State Street Corp. — which collectively manage 82 percent of ETF assets, according to Bloomberg Intelligence. To stand out, smaller firms are turning to more complex and niche funds.
Enter Innovator Capital Management, which is expected to introduce its S&P 500 Buffer ETF on Wednesday, the third in a trilogy. The S&P 500 Power Buffer ETF and the S&P 500 Ultra Buffer ETF launched last week. The funds shield “investors” from a one-year decline of up to 9 percent, 15 percent and 30 percent, respectively, in the S&P 500 Price Return Index in exchange for a cap on the index’s return.