People usually do not buy good investment products, but buy stories and packaging. If the provider says “it is a good equity fund” it may not attract people. If they say “it is an equity fund run on a proprietary model back-tested for adverse market conditions with an objective of generating superior alpha” it sounds attractive. Since a market has been created by people, expecting stories and taglines, manufacturers have come forward to fulfil that space.
Can energy-focused mutual funds power up your investment portfolio?
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