Value Line Will Launch First New Funds Since 1993
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Thursday, February 13, 2014

Value Line Will Launch First New Funds Since 1993

So, Value Line Funds has been getting all wild and crazy recently, shaking things up more than a little bit.

For example, the firm's chief executive, Mitch Appel has started looking at other funds to acquire.

Now, the 64-year-old firm is taking the party to the next level, with plans to launch its first new products in over 20-years as well as launch initiatives for reaching out to advisors, platforms and younger investors.

"One of my challenges is to reach a younger audience, educate these advisors on the products we offer and generate a bit more of a presence in the RIA community. My focus will be to expand use of our funds among RIAs and B-Ds," Appel recently told MFWire.

Currently, the firm markets eight mutual funds plus two other products sold as variable annuities. It offers four pure equity funds that fit the small, mid and large cap categories, as well as two hybrid equity and fixed income products and two broadly-based fixed income products: one taxable and one non-taxable.

Appel says that his firm plans to launch a few funds over the next six to 12-months, including a tactical rotation strategy.

Moreover, the firm has increased its outreach to RIAs and platforms, which Appel says will represent the two areas of greatest growth.

To that end, Value Line Funds' marketing budge has gone up by at least 50 percent over the past few years. The firm has also brought on some internal wholesalers, something it had not done in the recent past. The company's wholesaling operations now include three people. They are calling out to advisors and also attending trade shows, among other things. The firm has also seen success with more electronic marketing, bringing in a number of outside firms to help with the design of marketing materials.

"We want to reach out to more of the regional broker dealers and become a partner with them, in the same way we have with the larger firms," he said.

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