PowerShares Capital Management is really on roll this year, as it has just announced the launch of yet another exchange traded fund, and this time it challenges the conventional concepts on index investing, according to MarketWatch.com.

The PowerShares FTSE RAFI U.S. 1000 portfolio began trading on the New York Stock Exchange on Monday.

The new ETF is based on a strategy first created by Robert Arnott, the chairman of Research Affiliates and editor of the Financial Analysts Journal. This ETF tracks the performance of the top U.S. companies - whose sales, cash flow, book value, and dividends - establishes the weighting in the index.

"Fundamental indexing is an alternative way to benchmark performance, and will provide new and enhanced opportunities for the investment community," said Mark Makepeace, chief executive of FTSE.

"This marks the beginning of our long-term partnership with PowerShares," said Catherine Kinney, co-chief operating officer at the NYSE.

This 'partnership' is a real silver lining for the NYSE, since just last week it lost Charles Schwab to the Nasdaq and lost Cadence Design Systems Inc to Nasdaq back in October of this year.

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