In ETF vs. ETF, when two funds track the same index and boast similar performance, how do you decide which to opt for? Lower costs, said Mike Buccolo, financial consultant at Axa Advisors LLC. If Buccolo's view is widespread among advisors -- and it may be -- Vanguard competitors are in for a world more of hurt.

This fee-focused paradigm makes Vanguard Group [profile] especially well positioned to attract investors, reports Jason Kephart in InvestmentNews.

Morningstar data released yesterday showed that Vanguard has taken a huge chunk of new money flowing into long-term flows in April.

In addition, Vanguard has cut expense ratios on 29 of its ETFs since December, Kephart reported. These movements come on the heels of Vanguard doubling its wholesale force this year. Though it's too early to tell what effect that's had just yet -- or so says John Woerth, a Vanguard spokesman, who is quoted in the story -- increased assets and lower costs by themselves may be enough help Vanguard attract even more investors, Kephart writes. 

Edited by: Irene Park


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