(Bloomberg) -- BlackRock signaled its willingness to engage in a price war last October by cutting fees on 15 ETFs, going head-to-head with faster-growing ETF rivals Vanguard and Charles Schwab in the fight for investors flocking to passive products.

"A new era is dawning for advisers and long-term investors," Mark Wiedman, global head of iShares, BlackRock's $1.4 trillion ETF unit, said at the time.

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