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PUR Investing launches ETF portfolio services in North America

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Toronto-based investment advisory firm PUR Investing is launching new web-based services based on exchange-traded funds for individual investors in Canada and for financial intermediaries

Toronto-based investment advisory firm PUR Investing is launching new web-based services based on exchange-traded funds for individual investors in Canada and for financial intermediaries and investment dealers in Canada and the US.

PUR Investing offers investors tailored portfolios of ETFs, based on customised risk assessment, income needs and time horizons. The firm exploits the characteristics of ETFs to provide the first active risk budgeting capability for individual investors in Canada to maximise the opportunity of return through efficient diversification.

The firm rebalances portfolios, harvests tax losses when appropriate, and provides investors with information about their portfolios and rates of return via its web site.

The firm says its services will be particularly attractive to ‘mass affluent’ individual investors with portfolios in excess of USD100,000 who are web-savvy and willing to take more direct responsibility for their financial future. PUR Investing stresses that services are offered at a fraction of the cost of actively-managed mutual funds.

The market for ETFs is growing rapidly worldwide with more than 600 currently available today and as many as 1,000 forecast to be available by the end of this year. PUR Investing allows intermediaries and dealers to create, manage and report on customised ETF portfolios for their clients using its web-based platform.

The firm says its business model is based on a growing wealth management segment in the North America demanding lower costs, individually tailored portfolios and real time reporting.

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