Thank you for visiting ETFDesk.com. ETFDesk is designed to be an easy centralized source of information for Exchange Traded Fund and Closed-End Fund investors.
ETFDesk was spawned out of need…We found it frustrating that there was no easy way to find product information, current materials and data, product and market news as well as find investment ideas.
We are always looking for feedback, so please don’t hesitate to send us thoughts, criticisms and/or ideas.
In September of 2007, three friends sat over a kitchen table in Westchester, New York, brainstorming, thinking and arguing about if the drop down menu should run horizontal or vertically on their new Web site dedicated to Exchange Traded Fund investing. “There are about 230 ETFs, so we need to make sure each will fit on the drop down screen”. Despite the ETF industry changing a lot since then, the general premise remained; that our separate expertise’s had the ability to fulfill a market that was severely underserved.
Originally, we designed ETFDesk to create a single and centralized information source for exchange traded funds. While the quantity of ETFs, fund sponsors and assets was growing at a rapid rate, there was little or no support on an industry level for both institutional and retail investors, it was difficult to find what ETFs existed and any relevant information about them. We believed there needed to be expanded search functions, up-to-date holdings information and easy access to marketing materials. We felt that the potential growth in ETFs would dwarf its current growth rate by the creation of services like ETFDesk.com. If we built it (a detailed etf database searchable by holdings, sectors, etc) , they (institutional investors, advisors, retail investors) would come.
As our fluency in the product and web functionality improved as well as hours of brain storming, we knew that ETFs represented more than a tradable basket of stocks, bonds, etc, but a new method of thinking about ways to invest. Themes, trends and news events were viewed as investment ideas on an industry, sector or asset class level. We found actionable ideas stemming media sources that traditionally would not be viewed as a source for investing ideas such as industry journals, non-financial publications, economic releases, etc. By creating a forum like structure where members could post articles and corresponding ETFs, “Ways to Play” was born. We envisioned Digg for investing ideas.
It is our goal that ETFDesk.com will become a staple in the financial worlds online diet. Through various community-oriented features, user defined financial news feeds and ETF information sources, we want ETFDesk to become one big idea factory with the necessary tools to research your own ideas as well as the ideas of others.