While Barclays Global Investors of San Francisco is hoping its iShares exchange-traded funds will grow far beyond their current $4 billion in assets under management, the firm does not expect that to happen overnight.

Making investors comfortable with exchange-traded funds is a slow process, said Lee Kranefuss, chief executive officer of Barclays individual investor business. It involves explaining how the product works, its benefits and its role in a portfolio, he 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.