This week we spoke to some of the folks at the exchange traded fund (ETF) provider, XShares.  They discussed their current line-up of ETFs, HealthShares.  With a company name of XShares and a product name of HealthShares, it was only natural to ask about their branding.  Why two different names? 

It turns out the "X" is like a fill in the blank.  Currently the blank is filled in with "Health", soon there will be ETFs focused on companies within individual states, and the blank will be filled in with "State".  This "X" allows them to expand into any ETF area investors may find a need.

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