IndexUniverse

Originally established as IndexUniverse.com in 2001, the company was co-founded by Jim Wiandt and Steven Schoenfeld to serve as a central source for information and analysis on indexes, index funds, and the then-nascent exchange-traded fund (ETF) market. Wiandt, a publisher and writer with a background in journalism including a stint in the Peace Corps, brought a media and entrepreneurial drive. Schoenfeld provided deep industry expertise, having previously managed billions in index-based strategies at Barclays Global Investors and helped structure the first emerging market index funds at the World Bank's International Finance Corporation. The company strategically grew through acquisitions, purchasing the "Journal of Indexes" from Dow Jones in 2001 and the "Exchange-Traded Funds Report" in 2003, consolidating its position as a key voice in the indexing world.

Operating under the brand etf.com, the firm functions as a specialized media and data entity dedicated to the global ETF ecosystem. Its primary clients include individual investors, professional financial advisors, and institutional asset managers. The business model is multifaceted, historically generating revenue from events, data analytics, and media services like news coverage, webinars, and podcasts. A significant part of its operations has been the organization of the world's largest ETF conference, "Inside ETFs," and the development of a sophisticated ETF database and analytics platform. The data and analytics arm was sold to FactSet, while the events business was acquired by Informa, sharpening the firm's focus on media and educational content.

The core service of etf.com is providing intelligence on ETFs. This is delivered through a public-facing website offering real-time news, in-depth analysis, and educational materials. For professional users, the platform features institutional-grade due diligence tools and analytics that rate and rank ETFs based on proprietary methodologies. These analytics evaluate funds on criteria such as efficiency (how well it tracks its index), tradability (liquidity and trading costs), and fit (how well it represents its claimed market segment). This allows investors to compare similar-looking funds and make more informed decisions. The platform provides extensive free resources, including an ETF screener, a portfolio builder, and fund flow trackers that show where capital is moving within the market.

The company has undergone several ownership changes, reflecting its strategic importance in the financial markets. After a period of growth, it was acquired by Bats Global Markets in 2016, which was subsequently bought by Cboe Global Markets. In 2021, ETFS Capital, a strategic investment firm led by ETF pioneer Graham Tuckwell, acquired etf.com from Cboe, aiming to expand its global footprint and further invest in its news, data, and educational offerings.

Keywords: ETF intelligence, exchange-traded funds, ETF analysis, index funds, Jim Wiandt, Steven Schoenfeld, ETF data, ETF screener, investment research, financial advisors, asset management, ETF news, fund flows, portfolio analysis, FactSet, Cboe, ETFS Capital, Inside ETFs, ETF education, financial media, investment tools, index investing, market analysis, fund ratings, tradability metrics, portfolio construction