As some smaller exchange traded fund providers call it quits, BlackRock‘s iShares unit has been expanding its potential line up, aiming to become a one-stop shop for ETF investors.

With the 10 new ETFs filed on Monday, iShares has 41 planned products in the pipelines, reports Jackie Noblett for Ignites. The new ETFs include:

  • iShares MSCI ACWI Investable Market Index Fund
  • iShares MSCI ACWI ex US Investable Market Index Fund
  • iShares MSCI EAFE Investable Market Index Fund
  • iShares MSCI Emerging Markets Investable Market Index Fund
  • iShares MSCI EFM Africa ex South Africa Index Fund
  • iShares MSCI GCC Countries ex Saudi Arabia Index Fund
  • iShares Barclays Global Aggregate ex USD Bond Fund
  • iShares Barclays Global Aggregate Bond Fund
  • iShares Barclays 1-5 Year Government/Credit Bond Fund
  • iShares MSCI USA High Dividend Yield Index Fund

If the company goes ahead and launches all of the proposed ETFs, iShares would have over 300 funds, or twice as many as any other ETF firm – only Fidelity has as many investment products.

“They already are the Fidelity of the ETF market, and have been so for some time,” Paul Justice, director of passive fund research at Morningstar, said in the article. “They’ve got a sense of what their customers are looking for and are willing to pay a premium for…. It’s very difficult to go after customer loyalty if you’re not providing the products.”

Meanwhile, Scottrade’s FocusShares suite of ETFs has closed shop, and more recently, Russell Investments shuttered all but one of its fund products. [Russell to Shutter All Index ETFs]

Large fund providers, like iShares, have the financial backing to keep smaller products on the line in hopes that they will eventually pick up.

“It’s like having loss leaders in retailing; they can show they have a wide lineup,” Ron Rowland, founder and president of Capital Cities Asset Management, said in the article.

For more information on new product launches, visit our new ETFs category.

Max Chen contributed to this article.

The opinions and forecasts expressed herein are solely those of Tom Lydon, and may not actually come to pass. Information on this site should not be used or construed as an offer to sell, a solicitation of an offer to buy, or a recommendation for any product.