If funds want to offer exchange-traded funds, they might be wise to follow SSB Citi Asset Management Group of New York and Whatifi.com of San Francisco and start by launching traditional index funds, according to some industry analysts.

Whatifi.com, an online money manager, received SEC approval July 14 to introduce four index funds and SSB Citi Asset Management has filed to introduce several index funds, spokespeople for both firms said. Both firms plan to offer an exchange-traded fund later this year, they said.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.