Vanguard picks up ETF Provider of the Year

Atul Tiwari, Head of Canadian Business, Vanguard Investments Canada Inc. says there was some "blocking and tackling" getting into the Canadian market, but they are here and it's working and it shows in their results.

Ashley Redmond 29 November, 2013 | 2:00PM
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Ashley Redmond: Congratulations on winning Morningstar ETF Provider of the Year.

Atul Tiwari: Thank you very much, Ashley.

Redmond: So this is exciting for Vanguard, you have been in Canada since 2011 and you have about 16 ETFs right now. So what's been your biggest challenge in the Canadian ETF landscape?

Tiwari: Well, basically, I would say that the biggest challenge has been growing the Vanguard brand, obviously being new to Canada. It's a bit of blocking and tackling, you're building the marketing, you're building the sales – wholesalers who are having conversations with advisors and bit by bit, we're building the brand, we're building the awareness and hopefully that's showing in our results.

Redmond: Great. So part of the award was congratulating you on promotion and exceptional growth within the ETF industry. So, how is Vanguard able to do that? And really what sets you apart in the ETF industry that allowed you to get the award?

Tiwari: Right. Great. Really what sets us apart is our unique ownership, as many people know in the U.S., our investors own our funds and mutual funds and ETFs, and those funds in turn own Vanguard, the company.

Canada as a subsidiary, all of the same principles and philosophy apply here. So, we're not a public company, so we don't have to kind of live by quarter-to-quarter analysts' expectations. We're not a private company, so we don't operate for the interest of just a few people. We're a mutual, and what that means is that, our interests are squarely aligned with those of our investors who are our ultimate owners.

Redmond: That's fantastic. Okay. Going forward to 2014, what should investors expect from Vanguard?

Tiwari: Well, we'll continue to build on our Canadian platform. As you mentioned, we have 16 ETFs. Our average MER across those products is 27 basis points, which is about one-eighth the average cost of a mutual fund, and we'll continue to build on that. We'll continue to focus on costs and continue on educating investors and advisors to the benefits of low-cost investing.

Redmond: Great. Congratulations and we're certainly glad that you guys are now a part of the ETF landscape in Canada.

Tiwari: Great. Well, thank you very much, and obviously we are too, and again, thank you, Morningstar for recognizing Vanguard in our second year, and on behalf of the crew, our clients and advisors, thank you.

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Ashley Redmond

Ashley Redmond  Ashley Redmond is a Vancouver-based freelance writer.

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