(Bloomberg) -- On a recent flight, Susanne Alexandor saw an advertisement for currency-hedged ETFs. The promotion on the seat in front of her highlighted just how aggressively these strategies are being marketed to the masses.

“They are incredibly appealing for the retail space because the retail investor can separate out the market decision from the currency decision,” said Alexandor, a Toronto-based senior member of the investment team at Cougar Global Investments, which has about $1.5 billion in AUM and advisory for clients including high net-worth individuals.

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