(Bloomberg) -- For its next act, the $3.5 trillion ETF industry wants to sell you the steady income of a dividend, the upside of a small cap and the good night's sleep of a low-volatility stock. All at once.

And they really hope you buy it. Just about every big fund provider, from Goldman Sachs to BlackRock and Franklin Templeton Investments, is pinning the next leg of growth on the idea.

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