Get ready to rummmmble.

Guggenheim [profile] is ready to defend its target-date maturity corporate bond niche from the encroachments of iShares [profile], according to IndexUniverse.

This is a product area that Guggenheim serves with its BulletShares line. BlackRock's ETF arm recently filed to launch products in this space.

In a lengthy interview with Olly Ludwig, Guggenheim's head of product development Bill Belden, had these things to say on a BulletShares versus iShares smack down:

I would say first that imitation is the sincerest form of flattery, and I think we’ve been generating enough traction with our BulletShares product offering that competition can only be expected. And we certainly welcome competition. It makes us all better. And investor choice is always something that we welcome as well. But having said that, we’re going to make sure our value proposition is clearly defined and communicated to the marketplace, because we do believe that the BulletShares ETFs have offered value in the nearly three years we’ve been in the marketplace. They will continue to offer value in the volatile market environment in which we’re currently living, and certainly as we face more interest rate volatility, in particular, going forward.

Well obviously, it’s a space that we’ve established a strong penetration and position in. And we’re looking to maintain and actually grow that. We look at all of the variables that investors take into account when they're making their purchase decisions. Obviously, cost is a very important one. And they're on file with their product. And we’re looking to make sure that we continue to defend our value proposition to investors. And certainly, cost will be a part of that.

More on the subject can be found in Ludwig's article in IndexUniverse. 

Edited by: Tommy Fernandez


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