PureFunds ETFS — those funds with the catchy ticker symbols — succeed or fall very quickly. PureFunds CEO Andrew Chanin is brash in explaining what differentiates his firm's novel offerings. Many managers, he says, are regularly developing new products without the fear of failure.

"It's not, 'What's the newest buzzword,' but it's, 'What are those transformational industries that we see are currently and potentially into the future, reshaping the global economy and different sectors as well?'" Chanin says, adding the risk for managers developing products based on what's trending may not always be apparent. It is the tried-and-true firms, he says, that will win the trust of their clients and succeed over the long term.

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