American Century Investment is planning on entering the exchange traded fund arena after the independent investment management firm hired Edward Rosenberg, previously of FlexShares as senior V.P. and head of ETFs.

“We are being responsive to evolving client needs. With active and smart beta ETF strategies, we would make our investment expertise available in another vehicle – an ETF package,” Dave MacEwen, Co-CIO American Century, told ETF Trends.

Specifically, value, growth, income and alternatives are some areas that American Century could cover in an ETF offering.

“American Century is committed to entering the ETF space,” MacEwen added. “We understand this may be challenging, but we’ve done the research as to what it takes to be successful. We are fully in!”

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