CFRA covers a broad range of maturates, including ETFs and fund industries and market sectors.

“I’m excited that we continue to see the breadth of products from the larger asset managers getting in from a factor perspective, multi-factor products  from iShares, from Goldman Sachs, from John Hancock to name just a handful of these large providers that we think they’re going to compete,” Rosenbluth said.

As the number of strategies grows, financial advisors and investor will need to do their due diligence and fully understand what they are getting themselves into.

“They still need to do their homework, understand what’s inside the portfolio and that’s where CFRA can bring to the table with our dedicated research team looking at the underlying holdings,” Rosenbluth said.