Yesterday, Vanguard launched two new exchange traded funds to complete the firm’s offering of core ETFs.  They also announced plans to launch a high-dividend stock ETF.  The two new ETFs are the Vanguard Mid-Cap Value (VOE) and Vanguard Mid-Cap Growth (VOT).

Without much marketing, Vanguard has been doing rather well in the ETF world.  In the first half of this year, ETF assets grew from $11.2 billion to $15.6 billion, a 39% increase compared to 13% for the overall industry assets.  Vanguard sales have been 34% of ETF assets compared to Barclays 12%.

How are they doing this without marketing?  Perhaps it’s the strong brand name of Vanguard and their knowledge of the fund world or it could be Vanguard mutual funds and mutual fund investors are investing in Vanguard ETFs.