BlackRock Takes Aim at Sacred Cow to Bring Factors to the Masses
- Firm seeks more ‘precise drivers’ than Morningstar’s style box
- Says investors should update their portfolios based on factors
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It’s not enough for BlackRock Inc. to command one of every three dollars investors send to fund companies in America. Now it wants to control their minds, too.
Operatives of the New York-based behemoth will be fanning out to brokerages around the country in the next few months, trying to convince advisers to move away from the standard dichotomy of growth and value in conversations with clients about buying ETFs. Instead, they’ll be pushing everyone to start talking like quant traders.