While other asset management firms are coming out with esoteric exchange-traded fund products “for products’ sake,” resulting in rampant “product proliferation,” Vanguard plans a more cautious approach, Chairman John Brennan told Reuters.

At present, the firm is concentrating on launching fixed income ETFs. That could branch out into other areas, Brennan said, but in every case, Vanguard’s ETF offering will be designed for long-term investors.

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