“We start the relationship by talking with advisors about what it means to be a fee-only advisor. It's an unusual business model, in which a fund company educates advisors about practice management.”
“We're constantly in contact with our advisors, who we consider partners. We consider these advisors as institutional clients, who are smart and sophisticated.”
“If we'd taken expert advice, we'd have set up an 800-number staffed by a bunch of telemarketers and hired a group of wholesalers. But instead, we lectured at industry conferences and wrote articles. We talked with advisors about their interest in learning about passive investing and grew largely by word of mouth.”
