(Bloomberg) -- Kevin O'Leary is out to carve a niche for himself in the world of ETFs.

The chairman of O'Shares Investments and Shark Tank personality has filed a prospectus with the SEC to launch 17 ETFs. All the proposed offerings have "quality" in the name and would employ a passive investing approach. The investable universe of these funds includes emerging-market equities, small-cap U.S. stocks, preferred shares, and even corporate credit.

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